A Pinterest strategy is not a priority for many social media businesses. However, this hybrid of search engine and social network has assets that Instagram can envy. Americans Evan Sharp and Ben Silbermann created it in 2010 to distribute and store visuals in an organized way. In 2021, around 20 million French Internet users (an increase of 7% compared to 2020) and mostly women, used it every month. However, this image sharing space ranks far behind the current leaders, Facebook and Instagram. However, some companies reserve a special place for Pinterest. They display very beautiful images of their products and services. High performers know that visuals can’t do without well-written, SEO-optimized descriptions and titles. After a quick reminder of the concept of this platform, you will discover why writing is so important in the success of a Pinterest attack plan.
Pinterest: a visual search engine
Pinterest allows you to explore, store (we say pin) and share (re-pin) inspiring, useful and recreational images. Visuals, or pins, present objects, services or even ideas.
Why use Pinterest?
Internet users have 3 main reasons for using this platform:
- “Screen-licking”: users look at images from their subscriptions, or that Pinterest suggests to them. If they click on the link associated with the visual, they are redirected to a showcase or e-commerce site.
- Set aside ideas for later: they pin visuals in thematic boards (cooking, travel, fashion, personal development, etc.).
- Find inspiration: thanks to the search bar, they discover content on a specific subject. They explore the proposed images and are inspired by them.
How to choose your visuals?
The images come from several sources:
Repined
Users pin visuals from other accounts (by subscribing to them or exploring the platform) and add them to their boards’ collections.
Found on the Web
They find and save in their account’s visuals gleaned from the Internet thanks to the small “Pin it” button (to pin) placed on them. If the “Pin it” button does not exist, the procedure is to add them directly to the platform by pasting the URL address of the image.
Owners
They pin their own visuals from their computer or their website. A solution that entrepreneurs often choose for their products or services.
Priority to content curation
Content sharing (or curation) makes Pinterest a social network. 80% of an account’s visuals should come from social media verification agency, the best of other accounts. Indeed, when users spend time exploring this huge collection of images, Pinterest rewards them by providing better visibility to their own visuals. Why do people save certain Pins? We immediately think of the aesthetic quality. But what role do words play in this ocean of images?
The Pinterest strategy: the role of text
You can’t grow on Pinterest without having in mind the importance of texts in several tactical places. With a limited number of characters, the writing must be well sharpened. The copywriting technique can be used. The recipe for an effective pin is not only an attractive visual, but also impactful text that promotes the images and profile of the account.
Write for Pins
On the visual itself
Persuasive writing can turn a pin into a fearsomely compelling message. This must not only show, but inspire and arouse curiosity. A short, judicious and well-written text, superimposed on an attractive visual, makes the pin stand out. Pins, made up of text only, are also very popular with users: inspirational phrases, advice, or infographics.
The pin titles
Under the visual, like the “title” of an article (the title appearing in the engine results page), it must make you want to click to access the description of the pin.
The description of the pin
It is at this strategic place that the user must understand the benefit of the pinned visual. An effective description tells him about the content of the image. It can also present the benefit of subscribing to a newsletter. With a stimulating call to action, the link in the description of the visuals redirects the Internet user to a blog article, a fixed page, a form or a product sheet.
The “alt” attribute of the image tag
The alt text attribute not only helps visually impaired people, but also optimizes the image for search engines.
Describe account profile
On Pinterest, the author of the pins counts less than on Instagram, the network of influence or on Facebook, that of the relationship. However, tweaking the account profile is useful. Of course, visuals have to be taken care of. If you want to get started and you lack the time or writing skills, a web editor can help you write an optimized title and teaser for your profile!
The Pinterest Plan of Attack: Mastering SEO
Do not seek to have a record of followers on Pinterest. The number of recorded visuals and the redirection to sites are the sinews of war. The achievement of these objectives is facilitated by the optimization of texts for search engines (also called SEO).
Optimizing writing on Pinterest
The platform has two independent search engines: the first for visual recognition and the second for semantic search. Succeeding in the semantic field requires knowledge of SEO writing. As Google indexes Pinterest, well-optimized images show up more easily in the SERP (results page). This multiplies the opportunities for traffic to the site placed in the description.
SEO on Pinterest is no problem for SEO web writers who know how to juggle keywords well. Typing a keyword associated with the customer’s universe in the search bar suggests similar queries, in addition to the one targeted. SEO writers, familiar with semantic audits, know how to advise the best queries for their clients’ visuals. When the searched query or one of the similar queries is clicked, Pinterest presents the corresponding visuals. A pin can be placed at the “head of the gondola” provided that the request and the keywords of the lexical and semantic field have been well written and positioned beforehand. The lack of space for the text requires skill and synthesis. Suffice to say that the temptation of a creative writing, associated with a nice visual to have style or spirit, is incompatible with effective SEO. Search engines need precision and paseo web editor knows how to give it to them.
Take advantage of 2 specific features of the network
Pinterest stands out from other social networks for 2 reasons:
- A lifespan for pins of several weeks while Facebook posts and tweets are ephemeral. This promotes traffic opportunities to the associated site.
- A re-pinning bonus: subject to a professional and certified Pinterest account, Google considers that the site, who’s visual is re-pinned, has a good reputation. Each re-pinning brings a “backlink” (or incoming link), beneficial for the natural referencing of the site in question.
A Pinterest strategy works much better when visuals are paired with quality copywriting and SEO. Thus, search engines showcase the pins and people click on the links. Achieving visibility, traffic and conversion objectives is made easier. Now that you know how words and SEO contribute to success on this platform, get in touch with an SEO writer. It is the essential ally of companies that want performance on Pinterest!
