How to Gain Traction on Pinterest

Gaining real traction on Pinterest can feel elusive, but it comes down to understanding that it’s more of a visual search engine than a social media network. This guide breaks down the actionable steps you need to take, from optimizing your profile and mastering Pinterest SEO to creating Pins that people can't help but click and save.

First Things First: Think Like a Search Engine, Not a Social Network

The single biggest mistake businesses make on Pinterest is treating it like Instagram or Facebook. Unlike other platforms that are built around real-time updates and social connections, Pinterest is a planning machine. Users aren’t on Pinterest to see what their friends did last weekend, they’re there to find ideas, plan purchases, and discover solutions for the future. They are actively searching for inspiration for a home remodel, recipes for dinner, outfits for a vacation, or tips for their small business.

This "future-focused" mindset changes everything. Your content isn't disposable, it’s a long-term asset. A Pin you create today can continue to drive traffic and sales for months or even years, as long as it’s relevant to what people are searching for. To win, you must shift your perspective from "posting" to "publishing" - you're creating valuable, findable resources, not just daily updates.

Key Differences to Grasp:

• Intent is High: Users are actively looking for something specific. They want to buy, try, or do.
• Content has a Long Shelf-Life: A well-optimized Pin can gain momentum over time, unlike a Tweet or Instagram Story that disappears within hours.
• Discovery is Driven by Keywords: While aesthetics matter, what truly gets your content seen is search engine optimization (SEO), not just follower count.

Step 1: Set Up Your Profile for Discoverability

Your Pinterest profile isn't just a place for a logo and a link, it's the foundation of your entire strategy. A well-optimized profile tells Pinterest what you’re all about, making it easier for the algorithm to show your content to the right people.

Use a Pinterest Business Account

If you haven't already, convert your personal account to a free business account. This is a non-negotiable step. A business account unlocks critical features you can’t get otherwise, including:

• Analytics: See which Pins and boards are performing best, what your audience loves, and how much traffic you’re driving to your website.
• Rich Pins: Automatically sync and pull extra information from your website onto your Pins, like product pricing, article headlines, or recipe ingredients.
• Advertising Options: Should you ever decide to run ads, you'll need a business account.

Write a Keyword-Powered Bio

Your display name and bio are prime real estate for keywords. Don't waste them on a clever but vague tagline. Instead, make it clear who you are and what you offer.

For example, instead of just "The Home Organizer," use a display name like "Jane Smith | Pro Organizer & Simplified Living."

Your bio should follow the same principle. Weave in natural-language keywords that describe your niche. For a food blogger, it might be: "Sharing simple weeknight dinners, healthy meal prep ideas, and gluten-free recipes for busy families." It's descriptive, helpful, and packed with search terms people are looking for.

Claim Your Website

Claiming your website is another must-do step. It verifies that you own your URL, which adds a layer of trust. More importantly, it gives you a small credibility boost with Pinterest and unlocks analytics for all Pins originating from your site, even those saved by other people. You’ll see a small checkmark icon next to your URL on your profile once it's complete, signaling your authenticity to visitors.

Step 2: Master Pinterest SEO

Since Pinterest is a search engine, SEO is your most powerful tool for growth. Nearly every piece of text you add to Pinterest is searchable - from your profile bio to individual Pin descriptions. Your goal is to align your content with the terms your ideal customer is already typing into the search bar.

How to Find the Right Keywords

You don't need fancy tools to get started. Just use Pinterest itself:

• Use the Search Bar: Type in a broad term related to your niche (e.g., "living room decor"). Pinterest’s search bar will suggest a list of popular, more specific long-tail keywords underneath, like "living room decor modern farmhouse" or "living room decor on a budget." These are golden - they are what real people are actively searching for.
• Explore the Search Results Bubbles: After searching for a term, look at the colorful bubbles that appear just below the search bar. These suggest related keywords to help users narrow their search. For "vegan recipes," you might see bubbles like "for beginners," "high protein," or "easy." Add these to your keyword list.
• Check Pinterest Trends: Look at the Pinterest Trends tool (available in the US, UK, and Canada) to see what's currently trending and how search interest for various topics changes over the year. This is great for planning seasonal or event-based content.

Where to Place Your Keywords

Once you have a list of keywords, sprinkle them naturally throughout your Pinterest presence:

• Pin Titles and Descriptions: This is the most important place. Write descriptive titles and full-sentence descriptions that sound human but include 2-3 of your most relevant keywords. Avoid just stuffing a list of keywords.
• Board Titles and Descriptions: Give your boards specific, keyword-rich titles (e.g., "Minimalist Home Office Ideas" instead of "For Work"). Write a simple, keyword-focused description for each board as well.
• Text on Your Pin Image: Pinterest can read the text on your images. Use a clear, bold headline on your Pin design that includes a keyword. This often hooks the user faster than the actual title and description do.

Step 3: Create Pins People Want to Save and Click

While SEO gets you discovered, great design gets you seen, saved, and clicked. A Pin that performs well usually combines a strategic set of visual elements.

The Perfect Pin Recipe:

1. Use a Vertical Aspect Ratio: Pinterest is a mobile-first platform, and vertical images take up the most screen real estate. Stick to a 2:3 aspect ratio (e.g., 1000 x 1500 pixels). This is a best practice backed by Pinterest itself. Horizontal or square images simply get lost in the feed.

2. High-Quality Imagery and Video: Use crisp, clear, and well-lit photos or video clips. Blurry or low-resolution visuals look unprofessional and are easily scrolled past. Lifestyle photos, user-generated content, or brightly lit product shots tend to perform well.

3. Compelling Text Overlay: Your visual needs context. Add a clear, easy-to-read text overlay that immediately communicates what the Pin is about and why someone should care. For example, "5 Ways to Organize Your Small Pantry" or "The Easiest Sourdough Recipe." Use a bold, contrasting font that’s part of your brand identity.

4. Subtle Branding: Include your logo or website URL at the bottom of every Pin. It doesn't need to be huge, but it should be consistent. This builds brand recognition and discourages content theft.

5. A Clear Outbound Link: Except for Idea Pins, every Pin should link directly to a relevant page on your website, like a blog post, product page, or landing page. Double-check your links to make sure they aren’t broken.

Step 4: Develop a Consistent Pinning Strategy

Consistency is more important than volume. Pinning chaotically won't deliver results. You need a sustainable plan to continuously create and distribute new content.

Fresh Pins are the Priority

What is a "fresh Pin"? It's an image or video that Pinterest’s algorithm has never seen before. This doesn't mean you need an endless stream of new blog posts or products. You can create multiple, unique fresh Pins for the same URL by using:

• A different photo or video clip.
• A different text overlay.
• A different angle or title.

Pinterest heavily prioritizes fresh content over repinning old content (your own or others'). Your focus should be on creating a handful of new Pins each week rather than repinning dozens of existing ones. Creating 3-5 fresh Pins per week is a great starting point.

Leverage Different Pin Formats

Pinterest offers a few different formats. A healthy strategy mixes them up:

• Standard Pins: The classic image Pin. These are the workhorses of your strategy, designed to drive traffic back to your website.
• Video Pins: Short videos (typically 6-15 seconds) that auto-play in the feed. They are excellent for grabbing attention and demonstrating a product or process.
• Idea Pins: Multi-page, in-app story-like content designed to build your audience and engagement on Pinterest. They traditionally have no outbound link, but Pinterest has been testing this feature. Use them to provide value directly on the platform and grow your followers.

Use Boards to Organize Your Content

Boards are how you categorize your Pins and create a seamless experience for your followers. Create highly specific boards that relate to the various sub-topics within your niche.

For a personal finance blogger, instead of one giant "Personal Finance" board, create smaller, more targeted ones like:

• Budgeting Tips for Beginners
• Money-Saving Hacks
• Investing in Your 20s
• Side Hustle Ideas

This allows you to organize your content by topic, blanket those topics with relevant keywords, and provide a clear, helpful resource for anyone who lands on your profile.

Final Thoughts

Gaining traction on Pinterest is a marathon, not a sprint. Focus on consistently creating high-quality, search-optimized content that serves your audience's needs, and the traffic and growth will follow over time.

Building that consistency across multiple platforms, especially when you’re leaning into formats like Pinterest's Video Pins alongside your Reels and TikToks, is exactly why we built Postbase. You can use our visual content calendar to plan your Pins weeks in advance, see where the gaps are, and manage all your content in one organized view, freeing you up to focus on strategy instead of struggling with the scheduler.