I talk a lot about why Pinterest is useful to small and medium sized businesses to future clients. But if I had to narrow it down to just one key reason why you should start using Pinterest today, hands down, it’s this: Pinterest is a search engine. And that changes everything.
When most people think of Pinterest, they picture pretty home décor, delicious recipes, and dreamy vacation ideas. But what many small and medium-sized business owners don’t realize is that Pinterest is actually a powerful search engine — just like Google, but with a visual twist. And that’s exactly why your business needs to be on it. Unlike traditional social media platforms where content disappears quickly, Pinterest content has a long shelf life, driving traffic to your website for months (or even years) after you post. If there’s one reason to start using Pinterest for your business today, this is it!
Let’s have a quick chat about this.
Pinterest is a Search Engine, Not Social Media
Pinterest functions more like Google than Facebook or Instagram because it is a search engine, not a social media platform at its core.
How Pinterest Works as a Search Engine
Pinterest operates differently from Google, but its core function is the same: helping users find the most relevant content based on their searches. Here’s what makes Pinterest a search engine:
- Keyword-Based Search – When users search on Pinterest, they type in keywords just like they would on Google. Pinterest then delivers a curated selection of Pins based on relevance.
- Algorithm-Driven Results – Pinterest’s algorithm prioritizes content based on engagement, quality, and SEO optimization.
- Visual Search Capabilities – Pinterest allows users to search using images rather than just text, making it unique among search engines.
- User Intent Matters – Unlike social media platforms where users primarily engage with friends and trends, Pinterest users are actively searching for inspiration, ideas, and solutions—often with the intent to buy.
Optimizing Your Pinterest for Search
Since Pinterest functions as a search engine, businesses should treat it like one by using SEO best practices. Here’s how to optimize your Pinterest presence:
1. Use Strategic Keywords
Pinterest relies heavily on keywords to categorize and rank content. Identify relevant keywords for your niche and include them in:
- Your profile name and bio
- Board titles and descriptions
- Pin titles and descriptions
- Image file names (before uploading-MY NUMBER 1 TRICK!)
2. Create High-Quality, Click-Worthy Pins
Because Pinterest is a visual search engine, high-quality images are essential. Follow these best practices (there are many more tips but here is a high level idea):
- Use bright, vertical images (2:3 ratio is ideal).
- Overlay text with attention-grabbing headlines.
- Maintain a consistent brand aesthetic.
3. Leverage Rich Pins
Rich Pins pull additional metadata from your website, providing more context and credibility to your Pins. They’re available for products, recipes, and articles, making them especially useful for businesses.
4. Pin Consistently and Use Fresh Content
Pinterest favors active users who post new content regularly. Aim to:
- Pin fresh content daily or at least a few times a week.
- Repin high-performing content to relevant boards.
- Utilize Pinterest scheduling tools to maintain consistency.
5. Encourage Engagement and Saveability
Pinterest rewards Pins that get engagement. To increase saves and clicks:
- Write compelling descriptions (using those keywords above) with clear calls to action.
- Encourage followers to save and share your content thru other platforms (like your newsletter).
The Bottom Line: Why Pinterest Is a Must for Small Businesses
If you’re not using Pinterest as part of your marketing strategy, you’re missing out on a search engine with over 400 million+ active users—many of whom are actively looking for products and solutions. Unlike other platforms where content has a short lifespan, Pins can generate traffic for months or even years after being posted.
By understanding and leveraging Pinterest’s search engine capabilities, you can drive consistent traffic to your website, build brand authority, and increase conversions. So start optimizing your Pins today and watch your business grow!
Do you need help? Killer Diller Social is here! Let’s have a FREE no pressure chat about your needs and get you on the right path to Pinterest success.
