Users Turning to Pinterest Over Google to Search
DIY Sprocket Solutions
Say it isn’t so! You’re talking to a dedicated “googler” over here. I’ve been hearing a lot of buzz lately about Pinterest being the new Google and at first I rolled my eyes and said a sarcastic OKAY, but now that I’ve sat back and thought about it a bit … I’m guilty of searching on Pinterest too. This can be a pretty positive shift for those who are marketing (or should be marketing) on Pinterest. With its power in search growing, this can translate into serious dollars for Pinterest marketers.
The buzz that really got my attention started at Social Media Marketing World 2015. Presenter Peg Fitzpatrick threw out this surprising little statistic: 39% of active users on Pinterest will use it to search before they go to Google. 39%! What is no shock to anyone is that visual content is extremely hot right now. Pair the visual content factor of Pinterest with the capability to search for keywords and you’ve got a very powerful tool in today’s search age.
Thinking about it, there are certain things that I automatically search Pinterest for. For example: Retail. If I’m looking for a specific type of clothing and want lots of ideas – I search Pinterest. If I’m looking to buy décor for my house – I search Pinterest. If I want to buy invitations, party décor, etc. – I SEARCH PINTEREST. I’m really questioning my commitment to Google at this point. I’m feeling like a turncoat.
Here’s the great thing about pinning your products –pins on Pinterest may turn up in searches today, tomorrow, next month, or next year! It’s a great marketing tool. If you’ve got a product to push – push it! Or pin it… whichever…
Here are a few tips for optimizing your pins if you want to take advantage of traitors like me:
- Pin Regularly: Consistent pinning is key! Get on a schedule and stick to it.
- Create Timeless Content: Like I said before, these pins could show up for the next 3 years (or more). Pin pictures that people will keep coming back to. (And keep stocking that product if it keeps selling!)
- Use Hashtags Less and Make Keywords Better: Make sure your keywords are searchable, but don’t go crazy because Pinterest is on to your game. Hashtags may actually limit and hurt the searchability of your pin – so cool it with that.
- Optimize Photos on Your Site: Make the images on your site pinnable! Pinterest friendly images are those that have a description text overlay, those that are portrait oriented, etc.
- Use Promoted Pins: … but make sure that your website is ready for the influx of traffic (due to your wildly popular pins).
I’ll admit, I can see where this Pinterest search thing is going and it has huge possibilities for marketing. I do still love you Google. If it helps, I don’t think you’re going anywhere. If I need to know if that weird dill plant in my backyard is safe for cooking, I’m coming to you for sure! However, I might be heading to Pinterest shortly thereafter for recipes using dill...
Who else out there is guilty of searching on Pinterest? Are you noticing a certain type of search you’re doing on Pinterest vs Google? How do you think businesses should be utilizing this shift as a marketing tool? Comment below!