Pinterest: The Rise Of The Visual Search Engine

Beyond the Boards: How Pinterest Is Revolutionising Online Search and Inspiration

Before it became the go-to visual discovery hub that people all over the world know and love, Pinterest started as a simple idea back in 2010. Three clever folks, Ben Silbermann, Evan Sharp, and Paul Sciarra, wanted to create a place online where people could gather and share the things they were really into. Think of it like a digital notice board where you could pin up all your favourite ideas and inspirations. It began as a small community, mostly focused on things like crafts and do-it-yourself projects.

Key Takeaways

• Pinterest’s evolution into a visual search engine used by millions for discovery and inspiration.

• ~39% of shoppers and nearly half of Gen Z starting searches on Pinterest instead of Google.

• Pin and board functionality driving engagement, inspiration, and evergreen content reach.

• Advertising formats like Promoted Pins, Carousels, and Video Pins blending seamlessly into the user experience

• Shoppable features including product tagging, Shopping Ads, and video commerce enabling direct path to purchase

• Pin SEO tactics such as keyword-rich descriptions, optimised imagery, and regular activity improving discoverability

• Indirect SEO benefits like referral traffic, backlinks, and stronger brand visibility enhancing broader search rankings

But over the years, Pinterest has grown and changed a lot. It’s not just about pretty pictures anymore; it’s become a really powerful way to search and find new things using visuals. Along the way, they added cool features like feeds that are just for you, better ways to search, and even ways to buy things you see, making it super useful for everyone, from individuals to big businesses. These days, hundreds of millions of people around the world use Pinterest every month, and heaps of them are right here in Australia.

Pinterest: More Than Just Pretty Pictures – It’s a Search Engine!

The numbers really show how people are using Pinterest now. Around 39% of everyday shoppers are using Pinterest like a search engine to find what they’re looking for. What’s really interesting is that young people, especially Gen Z, with almost half (47%) of them doing this, are leading the way. This shows that Pinterest is becoming more and more popular with younger folks as a way to discover things online.

Why Consumers Rely on Pinterest:

Lots of people are now starting their online searches right on Pinterest instead of going to places like Google first. In fact, a significant 36% of shoppers do this, and again, it’s Gen Z leading the charge, with 39% starting their search on Pinterest. People love using Pinterest because it’s so visual. If you’re looking for ideas for decorating your house, finding a new recipe, or figuring out how to make something, seeing pictures makes it so much easier. But it’s not just about getting ideas. More than one in ten shoppers (13%) use Pinterest to find out what products are good, and another 10% use it to learn about new things they can buy. This means Pinterest is becoming a really important part of how people decide what to buy.

How Pinterest Works: A Simple Rundown

Imagine Pinterest as a giant online scrapbook. When you use Pinterest, you can create “boards” – these are like folders where you keep pictures (called “pins”) that you find interesting. These pictures usually have a link back to a website where you can find more information or even buy something. If you see a picture you li ke anywhere on the internet, you can “pin” it to one of your boards. Then, other people can look at your boards, get new ideas, and if they like something you’ve pinned, they can save it to their own boards.

Why Do People Use Pinterest?

Beyond simply finding things, Pinterest excels as an idea engine. People all over the world use Pinterest for lots of different reasons:

• Getting Ideas: It’s a fantastic place to find inspiration for just about anything you can think of – how to decorate your home, what clothes to wear, yummy recipes to try, cool places to travel, you name it. Seeing things in pictures can really get your creative juices flowing in a way that just reading words sometimes can’t.
• Planning and Getting Organised: Whether you’re getting ready for a wedding, thinking about fixing up your house, or just want to keep track of all the delicious recipes you want to cook, Pinterest boards help you keep all your ideas together in one easy-to-find spot.
• Discovering New Things: Pinterest is great for finding things you didn’t even know you were looking for! As you look at pictures, Pinterest will show you other things that are similar, so you can stumble upon all sorts of new ideas and trends.
• Learning How to Do Things: Lots of the pictures on Pinterest link to websites with instructions, guides, and articles. This makes it a really useful place to learn new skills or find out how to do something step-by-step.
• Finding Things to Buy: More and more, Pinterest has pictures that you can actually click on and buy the things you see. This makes it a really easy way to find and purchase products that catch your eye.

More Than Just Saving: Visual Storytelling and Lasting Inspiration

Beyond these core uses, Pinterest also excels at visual storytelling. Users create boards that narrate journeys, showcase personal styles, or guide others through projects, fostering deeper engagement than individual images alone. What’s more, the content on Pinterest tends to have a longer lifespan compared to many social media feeds. A pin created today can still be discovered and re-pinned months or even years down the line, offering sustained visibility. Pinterest is also a platform used across devices; people might start planning a home renovation on their desktop and then look for inspiration on their phones while shopping. This cross-device usage highlights its constant presence in the user’s journey. Finally, Pinterest often acts as a central hub, with users saving content they find on other websites and platforms, and businesses integrating their Pinterest presence with their broader online strategy.

Pinterest is Changing How People Search:

The fact that so many people are now going straight to Pinterest when they want to find something online shows that how we search for things is changing. The way Pinterest uses pictures first really clicks with a lot of people, especially younger generations.

The Rise of Visual Advertising: Why Pictures Speak Louder

Visual ads are becoming increasingly popular in today’s digital world for several key reasons. Firstly, our brains are wired to process visual information much faster than text. Studies show we can understand an image in as little as 13 milliseconds, and we remember visual content far better than written content. In fact, people remember about 80% of what they see compared to only 20% of what they read.

This is because a large part of our brain is dedicated to processing visual information. Visuals can convey complex information quickly and evoke emotions effectively. Think about an ad showing a smiling person using a product – you instantly understand the feeling of happiness associated with it.

When we compare visual references to text, visuals often have a more immediate and direct impact. Text requires us to decode symbols (letters) and then build a mental image or understanding. Visuals, on the other hand, often present the information or concept directly. This is why platforms like Pinterest, Instagram, and TikTok, which are heavily visual, have seen such rapid growth. In a fast-paced world where attention spans are short, visual ads can capture attention more effectively and leave a lasting impression. They transcend language barriers and can communicate a brand’s message and personality almost instantly.

How Business Owners Use Pinterest:

If you own a business, Pinterest is a really big opportunity. Right now, about one in four (24%) business owners are using Pinterest, and almost that many are planning to spend more money on ads there this year. This is because they’re realising how powerful Pinterest is for getting people interested in what they’re selling. In fact, a huge 80% of businesses think that Pinterest is better than other search places for getting people to engage with their brand, which shows just how effective it can be.

Why Pinterest Attracts Advertisers:

Businesses are really drawn to advertising on Pinterest for some very good reasons:

• People Want to Buy: When people are on Pinterest, they’re often planning things and looking for ideas that will eventually lead them to buy something. This means they’re usually more open to seeing products that are relevant to what they’re looking for.
• Showing Off Products: Because Pinterest is all about pictures, businesses can really show off their products in a way that’s interesting and inspiring, which grabs people’s attention better than just words.
• Finding the Right People: Pinterest has really smart ways for businesses to show their ads to the people who are most likely to be interested in them, based on what they like, who they are, and even what words they search for.
• People Want to Take Action: Lots of people on Pinterest are looking for solutions, ideas, and things to buy so they can actually do something, whether it’s making a purchase, trying a new recipe, or starting a project.
• People Pay Attention: As we saw with the statistic about businesses loving Pinterest for engagement, people who use Pinterest tend to really interact with the content they see.

A Look at Pinterest Ads:

Pinterest has different kinds of ads that businesses can use depending on what they want to achieve (some are listed below and some in the next section):

• Promoted Pins: These look just like regular pictures on Pinterest, but businesses pay to show them to more people. You’ll see them in your regular feed and when you search for things.
• Promoted Video Pins: These let businesses tell their story or show off their products using videos that catch your eye.
  Promoted Carousels: These ads let you swipe through a bunch of different pictures in one ad, which is great for showing off different features of a product or a set of related things.
• Collection Ads: These have one big picture or video at the top with smaller pictures of products underneath, so people can easily browse and buy right from the ad.

Pinterest ads are made to fit right in with what people are already looking at, so they don’t feel too much like ads. This helps people notice them and actually engage with them because they’re already in a mindset of discovering new things.

Pinterest’s Shoppable Side: From Inspiration to Your Shopping Cart

You might think of Pinterest as just a place for cool ideas, but did you know it’s also a fantastic place to shop? Pinterest has worked really hard to make it super easy for you to go from seeing something you love to actually buying it. They call this “shoppable media,” and it’s a big reason why businesses are flocking to the platform.

Imagine you’re scrolling through ideas for your next kitchen makeover. You see a perfect set of pots and pans. With Pinterest’s many different shoppable media features and options, those aren’t just pretty pictures anymore! You can often see the price right there, make sure the product is not out of stock, then click straight to the online ecommerce store’s website to buy them. It’s like a digital window shopping experience where everything you see can be instantly yours.

Different options available to sellers:

• Shopping Ads: Businesses can pay to show you these pins. They look just like regular pins but are designed to catch your eye and take you straight to a product page to buy.
• Whole Shops on Pinterest: Many businesses have their entire product list (called a “catalog”) on Pinterest. This means their profile on Pinterest can become a full-blown ecommerce store where you can browse everything they offer in one place.
• Tagging Products in Pictures: Sometimes, a regular picture (like someone showing off a stylish outfit) will have little tags on the items in the photo. If you tap on a tag, you’ll see details about that specific item and can jump to where you can buy it. This turns everyday inspiration into a shopping opportunity.
• Videos That Sell: Businesses can even add videos to their product listings. This means you can see how something works, or what it looks like from all angles, before you buy, which helps you feel more confident about your choice.

Pinterest is always improving its shopping features because they know that many people come to the platform with ideas in mind that they eventually want to turn into reality – and that often means buying something! It’s all about making that journey from finding inspiration to making a purchase as smooth and enjoyable as possible.

Using Pinterest to Sell and Boost Your Business

For individuals, small businesses, and creators, Pinterest isn’t just about finding inspiration – it’s a powerful tool to actually make money and grow your brand. Because so many people come to Pinterest looking for ideas and planning purchases, it’s a perfect place to show off what you sell or what you do.

Pinterest has the ability help you turn your creative ideas and products into a source of income by connecting you directly with an audience that’s actively looking to discover and buy. It’s a visual marketplace where your passion can become profit.

Optimising Your Pins for Pinterest Search:

To help your pictures show up higher when people search on Pinterest, here are some things you can do:

• Think About What People Search For: Just like with any search engine, you need to figure out what words people are actually typing into Pinterest to find things. When you start typing in the search bar, Pinterest will give you suggestions. Pay attention to these and also look at the words that Pinterest suggests are related. Try to use a mix of general words and more specific phrases that people might use.
• Give Your Pins Great Titles: The title of your picture should be clear, short, and use some of those keywords you found. Think about the main thing your picture is about and put the most important words at the beginning of the title. For example, instead of just “Cake,” try “Easy Chocolate Cake Recipe.”
• Write Good Descriptions: Don’t just write a quick sentence about your picture. Use the description to give more details and naturally include the keywords that people might be searching for. Imagine you’re explaining to a friend what the picture is all about and include any important information that someone looking at it might find useful. If it’s a recipe, mention the ingredients and how long it takes to cook.
• Organise Your Boards Well: Your boards are like categories for all your pictures. Give your boards clear titles that use keywords, and write good descriptions for them too. Then, make sure you’re saving your pictures to the boards that make the most sense. This helps Pinterest understand what your pictures are all about.
• Use Great Pictures and Videos: Since Pinterest is all about visuals, make sure your pictures are really good quality – clear, bright, and interesting to look at. Pictures that are tall tend to do better because people mostly use Pinterest on their phones. If you’re using videos, make sure they’re engaging too.
• Add Text to Your Pictures / Videos: Sometimes, adding words right onto your picture or video can help people quickly understand what it’s about and can also include important keywords visually. This can make people more likely to click on your pin.
• Pin Regularly: If you’re always adding new and interesting things to Pinterest, it shows Pinterest that you’re active and have good content. This can help your pictures get seen more often.
• Connect with Others: Take a little time to like, comment on, and save pictures from other people. This can help you become more visible within the Pinterest community.
• Use Hashtags Wisely: Hashtags can help people find your pictures, but don’t go overboard. Use a few that are really relevant to what your picture is about, using a mix of general and more specific terms.
• Look at Your Stats: Pinterest has tools that let you see how well your pictures are doing and what people are interested in. Use this information to figure out what’s working and make your future pins even better.

By following the best practices as we listed above, and optimising your images, you make it much more likely that your pictures will show up when people are searching on Pinterest. This will naturally help you reach more people who are interested in what you have to offer.

How Pinterest Helps with SEO / Search Rankings and Increased Visibility:

While Pinterest itself is a search engine, having a strong presence on the platform can also indirectly boost your website’s visibility on search engines like Google.
Here’s how:

• Increased Website Traffic: Pins link directly back to your website. When users click on your pins and visit your site, it can lead to a significant increase in referral traffic. Search engines often consider traffic as a signal of a website’s value and relevance.
• Building High-Quality Backlinks: When others save your content from your website to their Pinterest boards, it creates backlinks to your site. Backlinks from reputable platforms like Pinterest can improve your website’s authority in the eyes of search engines.
• Keyword Optimization: Just like with traditional SEO, using relevant keywords in your pin descriptions, board titles, and profile can help your content be discovered both on Pinterest and potentially in broader search results. Search engines may index Pinterest boards and pins, and well-optimized content has a better chance of appearing.
• Brand Marketing , Visibility and Awareness: A consistent and engaging presence on Pinterest can significantly increase your brand’s visibility and awareness. When more people recognise and interact with your brand across different platforms, it can indirectly contribute to organic search success.
• Content Virality and Reach: Visually appealing content on Pinterest has the potential to go viral as users re-pin and share it. This expanded reach can lead to more exposure for your brand and website.
• Rich Pins and Schema Markup: Implementing rich pins (which provide extra context like product description details or recipe information directly on the pin) and using schema markup on your website can enhance how your content is displayed on Pinterest and potentially improve its visibility in search results.

In essence, a well-executed Pinterest strategy can act as a powerful supplementary tool to your overall Search Engine Optimisation SEO efforts, driving traffic, building your company and domain authority online and increasing your brand’s visibility across the web.

Is Pinterest the Future of E-commerce?

Because more and more people are using Pinterest to search for things they want to buy, and because people who use Pinterest tend to really engage with brands, it’s becoming a super important place for online shopping. The fact that you can see things visually makes it perfect for showing off products and inspiring people to make a purchase.

Why is Pinterest So Powerful for Discovery?

Unlike regular search engines that mostly use words, Pinterest is all about pictures first. This makes it a really natural way to find inspiration for all sorts of things: how to decorate your home with a coastal style, delicious recipes for your next barbecue, amazing places to visit in the Outback or Melbourne, fun DIY projects, and great ideas for parties and celebrations.

Navigating the Pinterest Landscape: It’s All About Keywords

Just like Google, Pinterest uses the words you type in to understand what you’re looking for. But often, you start with a picture and then explore from there. When you search for something like “winter fashion Perth,” Pinterest will show you a feed of pictures that match those words.

Here’s you can get the most out of searching on Pinterest:

• Be Specific: Instead of just typing “dinner,” try something like “easy weeknight chicken recipes with vegetables.”
• Think Visually: What kind of look or style are you going for? Use words that describe that, like “rustic,” “modern,” or “beachy.”
• Explore Related Pins: Once you find a picture you like, Pinterest will show you other pictures that are similar, which can help you discover even more ideas.
• Follow Boards: Other people create collections of pictures called “boards” that are all about a certain topic. If you follow boards that you’re interested in, you’ll see new ideas pop up in your feed.
• For Businesses: Tapping into the Pinterest Audience

If you have a business in Australia or elsewhere in the world, you shouldn’t ignore Pinterest. It’s like missing out on a whole bunch of potential customers. By creating images that look great and using the right keywords, you can connect with people who are actually looking for products and services like yours. Whether you’re a local artist, run a tourism business, or sell things online, Pinterest gives you a unique chance to show what you offer and get more people to visit your website.

Pinterest The Powerhouse: Embrace the Visual Search Revolution

Pinterest is more than just a pretty picture gallery or a traditional search engine; it’s a dynamic visual platform that fuels creativity, helps you discover emerging trends, and allows you to curate your online world. So, whether you’re looking for that initial spark of inspiration, planning a major project, or simply wanting to organise your favourite finds, dive into Pinterest and unlock a world of visual discovery tailored for Aussies and beyond.

Need help with you Pinterest campaign?

At Online Marketing Gurus we digital marketing to a whole new level. Not only do we offer a comprehensive set of expert search and tailored engine optimisation services, we are also one of the best in both pay per click ads as well as creating social media marketing and advertising campaigns that focus on result!
So contact us today and let’s work together to achieve your specific goals.

About the Author

Andrew Raso

Andrew Raso, Co-founder and Global CEO of Online Marketing Gurus, has been instrumental in transforming the agency from a start-up into a $15 million global powerhouse. Since co-founding OMG in 2012 with colleague Mez Homayunfard, Andrew has leveraged his deep expertise in SEO and digital marketing to drive OMG’s expansion across Australia, the US, and Singapore.