Why keywords matter on Pinterest

People often think of Pinterest as a social media site, and it is, but they don't realize how central search is for using Pinterest. Unlike Facebook or X, where users often visit the site to review a feed of updates from people they follow, users come to the Pinterest seeking to discover, learn, and explore. The Pinterest search bar helps them find the content they're after.

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You may already be familiar with traditional SEO which usually refers to optimizing web pages to appear in Google Search results for specific searches. If you are, you'll be happy to know that Pinterest SEO and SEO for Google are very similar in terms of process, very similar principles apply, and the differences are minor enough that you'll pick up Pinterest SEO easily.

📈 Quick stat:
As of 2025, over 97% of the 2 billion monthly searches on Pinterest are unbranded, meaning users are searching for ideas rather than specific products or companies. This is one reason why Pinterest traffic is some of the most valuable and highest-converting referral traffic!

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Keywords: The starting point for Pinterest marketing success

Keywords are the bridge between what people are looking for and the content you create. They describe your Pins, boards, and profile, helping Pinterest understand what you’re all about so they can display your content when it’s relevant for Pinterest users. When used effectively, keywords ensure that your content appears in front of the right audience at the right time and this is how you’ll generate traffic from Pinterest.

And the best part? You don't need to be an SEO expert to master Pinterest keywords. By understanding a few basic principles, you can dramatically increase your visibility and reach on the platform.

What are Pinterest keywords?

Keywords on Pinterest are the words and phrases that help the platform understand what your content is about. Unlike traditional search engines, Pinterest processes keywords differently, combining them with visual elements to deliver relevant results to users.

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How Pinterest uses keywords

Pinterest's smart feed algorithm uses keywords to:

Match content to user searches

• Connects user search terms with relevant pins
• Considers keyword placement and context
• Evaluates keyword relevancy to visual content

Categorize your content

• Groups similar content together
• Creates topic clusters
• Determines which interest categories to show your pins in

🔍 Did you know?:
Pinterest's visual search technology works alongside keywords to understand the content of your images, creating a more comprehensive search experience. You Pin's image is an important ranking factor.

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‍Where Pinterest looks for keywords

‍Pinterest scans several key areas for keywords that give it a well-rounded perspective on the content and intent of the Pin. By gathering context from different areas, it can be reasonably certain it understands who would be interested in the Pin and, then, which searches it should appear in.

‍Primary keyword locations:‍

1. Your Profile

Your Pinterest profile is your home base on the platform. Optimize it for search by including relevant keywords in:

• Your profile name: Use your business name and a keyword phrase that describes what you do (e.g., "Tailwind - Smart Social Media Scheduling").
• Your bio: Write a concise and compelling description of your business, naturally incorporating relevant keywords.

2. Your Boards

Pinterest boards organize your Pins around specific themes or topics. Each board should have a clear title and description that includes relevant keywords.

• Board titles: Use descriptive titles that accurately reflect the content (e.g., "Summer Outfit Ideas," "Vegan Dinner Recipes").
• Board descriptions: Expand on the title with a detailed description incorporating 2-3 relevant keywords.

3. Your Pins

Pins are the individual pieces of content you share. Each should have a compelling visual, a clear title, and a detailed description with relevant keywords.

• Pin titles: Write engaging, keyword-rich titles (e.g., "10 Easy Weeknight Meals").
• Pin descriptions: Provide more context, tell a story, and naturally weave in keywords. Aim for 2-3 sentences and include a call to action.

🎯 Quick tip:
Pinterest gives different weight to keywords based on their location. Pin titles typically carry more weight than Pin descriptions. So, it makes sense to feature the keyword you want to rank for most in the title and then variations of that keyword, or closely related keywords, in the description.

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‍Types of Pinterest keywords

An effective Pinterest SEO keyword strategy includes a mixture of two types of keywords:

‍Short-tail keywords

• Broader terms (1-2 words)
• Higher search volume
• More competition
• Example: "healthy recipes"

Long-tail keywords

• More specific phrases (3+ words)
• Lower search volume
• Less competition
• More likely to convert

⚡ Pro tip:
Pinterest's algorithm favors natural language patterns over stuffed or forced keywords. Pinterest SEO, like all SEO, is a matter of being aware of the keywords you’re targeting and finding creative ways to use them without those keywords feeling odd, out of place, or unnatural.
Basic Guidelines for Natural Keyword Integration

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Guidelines for natural keyword integration

1. Think like your audience: Use words and phrases they would search for.
2. Be specific: The more detailed your keywords, the better Pinterest can categorize your content.
3. Use a mix of broad and specific keywords: "Home decor" (broad) + "bohemian wall tapestry" (specific).
4. Avoid keyword stuffing: Keep descriptions natural and conversational.
5. Use complete sentences: This makes your content more readable.
6. Keep it up-to-date: Search trends change—update your keywords accordingly.
7. Use Pinterest’s Guided Search Feature: Pinterest suggests related keywords as you type into the search bar.
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Common keyword mistakes to avoid:

1. Using irrelevant keywords: Keep keywords closely tied to the overlap between your content and the goals, interests, projects, and problems of your audience.
2. Overusing hashtags: Hashtags are less effective on Pinterest than other platforms. They might be worth including if appropriate, but don’t stress about finding the perfect hashtags or invest in creating long lists, like you might for Instagram or more hashtag-focused sites.
3. Ignoring long-tail keywords: Longer phrases like "easy vegan chocolate chip cookie recipe without butter" can be highly effective.
4. Neglecting visuals: Keywords should complement strong visuals.
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"Good vs. Poor" keyword usage

Sometimes an example can help make marketing tactics and advice much more clear. Let’s look at some real-world examples to illustrate effective and ineffective keyword usage and highlight some SEO best practices.

Example 1: A Pin for a "Chocolate Chip Cookie Recipe"

‍Poor Keyword Usage:

• Title: "My Cookies"
• Description: "These are so good! You have to try them."

Why it's ineffective: Too vague; Pinterest cannot categorize the content.Good Keyword Usage:

• Title: "The Best Chewy Chocolate Chip Cookie Recipe"
• Description: "This easy chocolate chip cookie recipe makes delicious, chewy cookies! Perfect for beginners and a guaranteed crowd-pleaser."

Example 2: A Board for "Home Decor Ideas"

‍Poor Keyword Usage:

• Board Title: "My Style"
• Board Description: "Stuff I like for my house."

Why it's ineffective: Too general; lacks keyword relevance.Good Keyword Usage:

• Board Title: "Modern Farmhouse Living Room Decor"
• Board Description: "Get inspired to decorate your living room in a cozy, modern farmhouse style. Discover furniture, wall art, and accessories."

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Now you understand how Pinterest uses keywords to categorize and surface content to users. This helps you make more informed decisions about your Pinterest marketing strategy and prepare you for learning how to research and implement these keywords effectively.