15 May How To Optimize Your Pinterest Account For Local Search
The last few years have brought a lot of changes to the marketing game for everybody – particularly small businesses.
Millennials have emerged as a significant economic force – so much so that they’re now poised to eclipse all other generations of shoppers! Mobile tech has become increasingly adaptive. Cell phones are now as powerful as computers once were, and they’re the “go to” device for that Millennial generation. Consumers are simply showing an increasing tendency to think on their feet.
In other words, people no longer sit at home and research a purchase before they buy. Instead, they’re deciding how to spend their money while they’re already on the go.
In some ways, this all works in favor of the little guy. It’s no longer quite so important to be at the top of every Google search with your keywords in it. You can do quite well just by ranking higher in local searches alone. You can – and should – shift your marketing focus to the hyper-local search.
Your new goal is to capture the shopper who is ready to buy right now. You want to nab their attention in that micro-moment when they decide exactly where they’ll purchase what they’re after — whether it’s a cup of coffee, a chiropractor’s services, or a pizza. To do it, you have to optimize your social media presence for all those “near me” searches that people do every day. Forget to do it, and you might as well be electronically invisible.
Don’t miss our other How-To articles about optimizing your social accounts on:
Pinterest is one place you want to start optimizing – now. Let us tell you why.
Why Pinterest Is Important to Marketing
Pinterest isn’t just collections of pretty pictures — it’s a way to share information and create a brand identity. It also has a growing audience of researchers and idea-seekers, and it’s the stomping ground of those in niche industries.
In other words, it’s perfect for small businesses SEO!
As far back as 2015, Pinterest emerged as a major resource for holiday shoppers who were looking for ideas for recipes, decor, and gifts. Since then, it’s become the most important social network to drive e-commerce after Facebook.
Why is Pinterest so handy for shoppers and innovators? Because it lends itself so easily to something that human beings absolutely adore: infographics.
Feel free to thank evolution for the appeal of infographics to consumers. Most people are simply wired somehow to learn visually. It makes a lot of sense when you realize that 70% of your sensory receptors are in your eyes alone and 50% of your brain is in use while you process visual info. What takes minutes to read you can process visually in tenths of a second! To top it off, you’ll only retain around 20% of what you read — compared to 80% of what you see!
So, Pinterest is fun for consumers — and fun posts get views. They also get clicks, and Pinterest is designed to point consumers back to the origins of an image pinned to a page. With the right pins, you can point interested consumers back to your website all day long!
With 75 million active monthly users in the United States alone, can you really afford to drop Pinterest out of your social media marketing strategy? (Answer: Nope.)
Optimizing Pinterest for Local Searches
Optimizing Pinterest for the “near me” searcher on the go is easy if you take the time. (The time factor can become a hassle for a lot of small business owners who are trying to run their business on top of everything else. That’s the main reason why many opt for some help from marketing firms.)
- Pick (or change) your username. Make sure that your username is as close to your business or brand name as possible.
- Verify your site. This helps increase your page’s authority and increases your rank in the SERPs. Pinterest makes verifying your site easy with just a little downloadable META or HTML file. Once you’ve done that, you also gain access to Pinterest’s own analytical tools, which will let you see how people use your site, what devices they’re using, and what pins they find the most compelling.
- Add your location. Your name, address, and phone number need to be on the page so that consumers don’t have to search any further if they want to contact you directly. Never make it hard for a potential customer to find you!
- Focus on adding high-quality images. Whether you are taking photos of your products or adding infographics, don’t skimp on quality. Sharp, clear images resonate best with consumers. Also, think tall, not wide, when it comes to images. Long, tall photos are easier to see on a mobile device. Here’s a resource to help you create these high-quality images.
- Pump up the descriptions. This is a critical step when it comes to optimizing your pins. While you want to minimize the amount of text you put on a pin to make it easier to read on mobile devices, a good description of your pin beneath the image helps search engines find you. Make sure to add keywords that are relevant to your location.
- Organize your boards carefully. Don’t allow your pins to become dated or disorganized. You need to constantly remove outdated pins (like discontinued products) and make sure that pins are grouped together according to whatever makes sense for your industry.
Finally, tie it all together with the rest of your marketing efforts. Get out there and promote your Pinterest page on your other social media profiles. If you already have Facebook, for example, you can take advantage of a ready-made audience for what you’re sharing on Pinterest as well.