Pinterest SEO: Your guide to brand discovery

Search is evolving, and social platforms are now at the heart of discovery. 

Pinterest, in particular, has emerged as a powerful visual search engine, driving traffic and engagement for brands, bloggers, and businesses.

Unlike traditional social media, which thrives on conversations and real-time interactions, Pinterest is built for intent-driven discovery – where users actively seek inspiration, ideas, and products.

This presents a unique opportunity for search marketers.

Pinterest users often arrive with high intent, making it an invaluable platform for organic visibility and referral traffic. 

To maximize discoverability, understanding how Pinterest search works along with SEO best practices is essential.

This article breaks down:

• How Pinterest functions as a search engine.
• The key ranking factors that influence visibility.
• The best ways to optimize your content for discovery. 

How Pinterest works as a search engine

At its core, Pinterest is more than just a social platform – it’s one of the original discovery engines.

Unlike Instagram or Facebook, where content is driven by social interactions and chronological feeds, Pinterest prioritizes search intent and content relevance. 

Users come to Pinterest with a purpose:

• To find inspiration.
• To plan projects.
• To discover new ideas. 

More importantly, they arrive with intent – often high purchase intent – making them ready and willing to become customers of the brands they discover on the platform.

Dig deeper: How Gen Z is redefining discovery on TikTok, Pinterest, and beyond

Pinterest’s Smart Feed: How content is ranked

Pinterest does not display content in simple chronological order. Instead, it uses a proprietary algorithm called the Smart Feed, which ranks and curates content based on user behavior, engagement, and search activity.

Key factors that influence Pinterest rankings include:

• Relevance to the search query: Pinterest relies heavily on keywords in Pin titles, descriptions, board names, and even image alt text. Optimized content with clear intent performs better in search.
• Engagement metrics: Pins with high engagement (saves, clicks, and close-ups) signal value to Pinterest, increasing their likelihood of appearing in feeds and search results.
• Freshness of content: Pinterest favors newly created Pins over reshared or older content. Consistently uploading fresh, high-quality content boosts visibility.
• Pinner authority and board quality: The credibility of the account posting the Pin matters. Established accounts with well-organized, keyword-rich boards tend to have better visibility.
• Image quality and format: Pinterest prioritizes visually appealing, vertical images (2:3 aspect ratio) that encourage engagement. Clear, high-resolution images with compelling overlays perform best.

Differences between traditional search vs. Pinterest search

While Pinterest and traditional search engines like Google are search-capable platforms, their mechanics differ in several ways.

Keyword research for Pinterest SEO

Just like with traditional SEO, keyword research is the foundation of Pinterest SEO.

Since Pinterest functions as a visual search engine, understanding how users search for content is essential to optimizing your Pins, boards, and profile. 

Unlike Google or Bing, Pinterest doesn’t provide exact search volume data. 

However, it offers valuable insights through autocomplete suggestions, the Pinterest Trends toolkit, and third-party tools.

Conducting keyword research using Pinterest’s search bar

One of the easiest ways to find relevant keywords is by using Pinterest’s search bar autocomplete feature. Here’s how.

• Start typing a broad keyword: Enter a general term related to your niche, such as “home decor.”
• Look at Pinterest’s auto-suggestions: As you type, Pinterest displays popular search queries based on previous user behavior. These suggestions indicate high-interest topics.
• Refine and expand keywords: Click on a suggested keyword to see additional related opportunities. This can help identify long-tail keyword variations.

Example: Typing “summer outfit” might generate suggestions like “summer outfit ideas,” “summer outfit for vacation,” or “summer outfit aesthetic.” 

These variations can be valuable additions to your Pins and boards if you aim to rank for that type of query.

Using Pinterest Trends for search volume and seasonality insights

Pinterest Trends allows search and social teams to:

• Track rising and declining trends over time.
• Compare keyword popularity.
• Identify seasonal patterns to plan content accordingly.

By analyzing search interest fluctuations, you can determine when specific topics gain traction and adjust your posting schedule to maximize visibility and engagement.

To use Pinterest Trends:

• Visit trends.pinterest.com or access it from your Pinterest Business account.
• Enter relevant keywords to see interest over time and related trending searches.
• Identify peak times for specific topics (e.g., searches for “Halloween costume ideas” spike in September and October).
• Adjust your content calendar to publish content before peak trends to increase engagement.

Example: If searches for “Christmas gift ideas” peak in November, start publishing optimized Pins for that keyword in September or October to gain traction before competition increases.

Tools and methods to discover high-performing keywords

In addition to Pinterest’s built-in search and trend tools, external resources can help refine your keyword strategy. Here are a few options:

• Pinterest Ads Manager: Provides keyword suggestions when setting up an ad campaign. Even if you’re not running ads, you can use it for organic research.
• Google Keyword Planner: While not Pinterest-specific, it helps identify related search terms that users may also search for on Pinterest. You can then verify these terms using Pinterest-specific tools.
• Buzzabout.AI: Helps analyze social media conversations around specific topics, offering insight into potential keyword opportunities.

Dig deeper: SEO beyond Google: Building your brand on Reddit, Quora, TikTok and more

Optimizing Pins for search discovery

Now that we understand keyword research and content trends, the next step is optimizing your Pins.

Since Pinterest is a visual-first platform, the design, format, and metadata of your Pins play a crucial role in performance. 

Well-optimized Pins rank higher in search results and attract more saves, clicks, and engagement – fueling further algorithmic distribution.

Best practices for Pin design

The visual appeal of a Pin directly impacts its discoverability and engagement. Follow these design best practices:

• Use the optimal image size: Pinterest recommends a 2:3 aspect ratio (1,000 x 1,500 pixels) to prevent cropping.
• Include clear text overlays: Readable text on images improves engagement and quickly communicates the Pin’s value.
• Maintain consistent branding: Use brand colors, fonts, and logos to establish recognition and build trust.
• Choose high-quality visuals: Bright, high-resolution images with minimal clutter perform best. Lifestyle and product images tend to receive higher engagement.
• Create fresh Pins regularly: Pinterest favors new content, so repurposing blog posts or redesigning Pins with updated visuals helps maintain visibility.

Example: A food brand sharing a recipe should use a high-quality image of the dish, add a clear text overlay with the recipe name, and subtly place the brand logo in a non-intrusive spot.

Dig deeper: Visual content and SEO: How to use images and videos in 2025

Writing optimized pin titles and descriptions

Like traditional search engines, Pinterest relies on text-based metadata to understand and rank content. 

A well-crafted title and description with relevant keywords increases a Pin’s visibility in search results.

Tips for title optimization

• Keep titles between 40–100 characters – concise yet descriptive.
• Front-load primary keywords at the beginning.
• Use an engaging hook to attract attention.

Tips for description optimization

• Write detailed descriptions (up to 500 characters) incorporating primary and secondary keywords naturally.
• Use a conversational, engaging tone to encourage interaction.
• Include a clear call to action (CTA) when appropriate.

Example:

• Pin title: “Best Morning Skincare Routine for Glowing Skin”
• Pin description: “Looking for a simple yet effective morning skincare routine? This guide covers the best products and steps for glowing skin. From gentle cleansers to SPF protection, discover the essentials for healthy skin. Save this Pin for your daily routine inspiration!”

Analytics tools to monitor your performance

Pinterest SEO doesn’t stop at keyword research and Pin design.

Ongoing performance tracking is essential for refining your strategy.

Pinterest’s built-in Analytics provides insights into:

• What’s working.
• What’s not.
• How to optimize content for better visibility and engagement. 

Additionally, Google Analytics offers deeper insight into Pinterest-driven website traffic and conversions.

How to track performance using Pinterest Analytics

Like traditional search, Pinterest Analytics helps measure content performance. 

Available for Pinterest Business accounts, it provides valuable data on Pin engagement, audience behavior, and trends.

Key Pinterest performance metrics include:

• Impressions: The number of times a Pin appears in feeds, search results, or category pages.
• Saves (Repins): The number of times users save a Pin to their own boards. Saves signal value to Pinterest, boosting visibility.
• Outbound clicks: The number of times users click a Pin to visit your website. A high click-through rate (CTR) indicates effective content.
• Close-ups: The number of times users tap or zoom in on a Pin. A high close-up rate suggests interest but may indicate the need for clearer CTAs.
• Engagement rate: A combination of saves, clicks, and interactions that indicate a Pin’s overall effectiveness.

Top tip: If a Pin has high impressions but low outbound clicks, test different images, headlines, and descriptions to improve engagement. 

If a Pin has low impressions, revisit your keyword strategy to ensure alignment with user searches.

Using Google Analytics to track Pinterest’s impact

While Pinterest Analytics tracks in-platform engagement, Google Analytics offers insight into Pinterest’s impact on website traffic and conversions.

To track Pinterest referrals:

• Open Google Analytics and navigate to Acquisition > Traffic Sources.
• Filter by Referral Traffic and locate Pinterest as a source.
• Analyze bounce rate, session duration, and conversions to evaluate Pinterest’s role in driving valuable traffic.

Final thoughts

I’ve long been an advocate for a “search everywhere” approach – and Pinterest is proving why that strategy is essential.

It’s clear that Pinterest is more than a social media platform. It’s a powerful discovery engine that lets you connect with an audience that is actively searching for inspiration and solutions.

By applying familiar SEO techniques like keyword research and combining them with social-driven best practices – such as high-quality visuals and a strategic posting schedule – you can enhance discoverability and drive consistent traffic to your website.

Whether you’re a blogger, ecommerce brand, or content creator, mastering Pinterest SEO gives you a competitive edge in today’s evolving search landscape. 

Dig deeper: Search everywhere optimization: 7 platforms SEOs need to optimize for beyond Google