What Is Pinterest SEO? How It Works and What’s Changed in 2025
17 June 2025
You’ve probably heard of SEO, but Google SEO and Pinterest SEO aren’t the same. After the 2024 Google algorithm updates, more creators and marketers are turning to Pinterest as a way to get discovered without relying so heavily on traditional search engines. Pinterest SEO has quickly become a must-know skill if you want your content seen.
If you’ve spent any time on Pinterest recently, you know it takes more than pinning pretty images to get reach. Getting found means understanding how the platform works, including its algorithms, its keywords, and what actually affects your visibility.
So, how do you get your content seen?
In this article, we’re breaking down exactly what Pinterest SEO is, how it works in 2025, where to find the right keywords, and what’s changed this year. By the end, you’ll know exactly how to create optimized pins and leverage your entire account to boost traffic to your site or shop.
What is Pinterest SEO?
SEO stands for Search Engine Optimization. On Pinterest, that means optimizing your content so it shows up when people search for relevant topics. There are several ways to do this (and we’ll cover them all today), but most people start with keywords. Are you using the same terms your audience is searching for? And just as importantly, are you placing those keywords where Pinterest expects to find them?
As mentioned earlier, Pinterest isn’t just about pinning pretty images. Yes, visuals matter, but strategy does too. Don’t worry, we’ll walk you through step-by-step.
Even though many people think Pinterest is a social media platform, it’s actually a visual search engine. Did you know Pinterest is the third-largest search engine after Google and YouTube? That’s why Pinterest SEO matters. From your account setup to your pin design, every detail plays a role in helping Pinterest understand what your content is about.
Think about it, Pinterest users come with intent. They’re actively looking for ideas, solutions, and inspiration. They type in things like:
- “Minimalist kitchen organization”
- “DIY baby shower gifts”
- “Spring capsule wardrobe 2025”
In fact, 85% of weekly users have made a purchase based on a brand’s pin. That’s amazing! Pinterest’s job is to deliver the most helpful and relevant pins, and your job as a creator or business owner, is to help Pinterest understand what your content is about so it knows when to show your pins.
Simply put, Pinterest SEO is the practice of labeling, describing, and designing your pins, boards, and profile in a way that helps the algorithm categorize them correctly and serve them at the right time.
Unlike Google SEO, which is mostly text-based, Pinterest SEO includes a visual layer too. That means Pinterest looks at your image design, your on-image text, and the overall relevance of what you’re pinning, not just your titles or descriptions.
When done right, Pinterest SEO helps you increase visibility in search results, reach more of the right people, and drive traffic back to your blog, shop, or site.
Prefer to watch instead of read? We’ve recorded a quick tutorial on YouTube:
How Pinterest SEO Works?
Most people think Pinterest SEO is just about adding the right keywords to pins, but the algorithm actually looks at your entire account, including your profile and boards too.
To keep it simple, here’s what Pinterest is looking at when it assesses your account.
1. Your Profile
This includes your name, bio, and what you consistently pin. If your profile clearly focuses on a topic like vegan recipes, travel tips, or budget fashion, then Pinterest picks up on these patterns. Including keywords in your profile name and description helps Pinterest understand what your account is about overall.
2. Your Boards
Each board you create acts like a category to tell Pinterest a topic that you care about. Pinterest looks at these board titles and descriptions to better understand your content and categorize your pins. It’s important to use keywords here so Pinterest understands more about your content. For example, “Easy Dinner Recipes” works better than something vague like “Yum.” Think about what someone might search for and use those phrases naturally.
3. Your Pins
This is where keywords matter most. Your pin title, description, on-image text, and even the image content itself are scanned by Pinterest. Yes, the platform uses image recognition so your visuals need to match the topic too.
In 2025, Pinterest’s algorithm has gotten smarter, but the goal is still the same – to show users content they’ll find helpful and relevant. And for that to happen, Pinterest needs as much information as possible to understand your pins. This is exactly why strategic SEO is so important for reach and discovery.
When applied correctly, Pinterest SEO gives your content a better chance of ranking in search, appearing in home feeds, and reaching the right audience at the right time.
How to Find Pinterest Keywords?
Now that you understand how Pinterest SEO works and how important it is to label your pins, boards, and profile with the right terms, the next question is where to find those keywords.
If you want to get discovered on Pinterest, you need to use the same words your audience is searching for. Planning ahead and doing a little keyword research can go a long way. You may already have a system for researching blog or product keywords, but Pinterest works a little differently.
Even though it’s a visual platform, Pinterest is still largely powered by text. Every search starts with a user typing something in. Your goal is to mirror the words and phrases they’re using so that your content shows up when they’re looking.
There are a few simple ways to find relevant keywords:
Pinterest Search Autocomplete
One of the easiest places to start is Pinterest’s own search bar. As you type, Pinterest will automatically suggest search terms based on what others are looking for. These suggestions are sorted by popularity, so they give you a clear idea of what people are actually typing in. For example, if you start typing “air fryer,” you might see results like “air fryer recipes,” “air fryer chicken recipes,” and “air fryer dinner ideas.” These suggestions show you how users are phrasing their searches and they make great long-tail keyword inspiration.
Pinterest Trends
Pinterest Trends is a free tool from Pinterest that shows what’s being searched over time. It helps you spot seasonal patterns or rising topics before they peak. Whether it’s holiday-related like Halloween or back-to-school season, you can use this data to work backwards. If you know what’s about to trend, you can create content that meets that demand in real time. You’ll find the tool at trends.pinterest.com.
Other Keyword Tools
Outside of Pinterest, there are other tools that help with keyword research, scheduling, and content creation. One of my favorites is Pin Generator. They offer a free keyword tool and trends alerts dashboard, and both are integrated directly into the pin creation process. That means you can search for keywords, design your pin, and schedule it all in one place. If you’re trying to simplify your workflow, it’s worth checking out.
Pro Tip: If you want to take your keyword research one step further, try studying the top pins in your niche. Type your topic into the Pinterest search bar, click enter, and scroll through the first few rows. What words show up in their titles? What’s written on the image itself? These clues help you understand what Pinterest is prioritizing and how you might model your own content in a similar way.
Good keywords won’t guarantee a viral pin, but they will help Pinterest understand what your content is about, and that’s the first step to getting discovered.
What’s New for Pinterest SEO in 2025
Pinterest updates its algorithm regularly, and if you want to stay visible, it’s worth knowing what matters most this year. Here are five factors that are especially important for Pinterest SEO in 2025.
- Pin Titles and Descriptions
Your title and description are some of the clearest signals Pinterest has to understand your content. Make sure both are keyword-rich and specific. Avoid vague or clever titles that don’t include searchable terms. For example, “10 Budget Travel Tips for Southeast Asia” will perform much better than something abstract like “Wanderlust Goals.”
- Pinterest Now Analyzes Your Images More Closely
Thanks to recent updates, Pinterest is looking beyond your text. It also scans the content of your image and the on-image text. This means your visuals should clearly match the topic. If your pin is about Bali cafés, the image should reflect that. Text overlays should be simple, legible, and relevant.
- Fresh Pins Get Priority
Pinterest continues to prioritize what it considers fresh content. That doesn’t mean a brand new link every time, but each pin needs to look and read differently with a new image, new layout, new description.
- Board Names and Descriptions Contribute to SEO
Boards help Pinterest understand what your account is about. Naming them clearly and using phrases your audience would actually search for helps the algorithm categorize your pins correctly. Skip the nicknames and go with something like “Quick Vegetarian Lunch Ideas” instead of “Yum Board.”
- Pin Quality Still Counts
Crisp, clear visuals are still non-negotiable. Stick with bright, vertical images (ideally 1000 x 1500 px), and make sure your fonts are easy to read. If designing from scratch isn’t your strength, tools like Pin Generator can help you produce polished, on-brand pins faster.
Each of these updates ties back to the same goal: making your content easier for Pinterest to understand and show to the right people. Focus on these five areas, and you’ll already be ahead of most creators.
Ready to put your Pinterest SEO skills to work? Pin Generator simplifies everything from keyword research to pin creation and scheduling, so you can scale your Pinterest marketing without burning out. Whether you’re optimizing your first board or planning content for the month, it’s a tool designed to save time and get results.
Try it for today → Pin Generator Free Trial!
