Pin Talk Podcast Summary: S1E10 – "Does Pinterest Search Volume Matter?"

Release Date: January 30, 2025

In the tenth episode of Pin Talk - Pinterest Tips and Updates for Creators, hosts Tony Hill and Carly Campbell, both Pinterest experts, delve deep into the newly introduced metric on Pinterest: search volume. This episode explores the significance of search volume for content creators and bloggers, how it influences Pinterest strategies, and how it differs from traditional search metrics like those found on Google.

1. Introduction to Pinterest Search Volume

Tony Hill opens the discussion by introducing the episode's focus on Pinterest search volume, a relatively new metric that has recently become accessible to creators.

Tony Hill [00:26]: "With this new realization of search volume directly from the source, how does that change our strategy and approach to Pinterest now that we can see how many people are searching for all these keywords?"

Carly Campbell emphasizes the novelty and complexity of search volume, highlighting that it's not a straightforward metric and requires nuanced understanding.

Carly Campbell [00:26]: "It's a relatively new metric for us and a lot of people don't seem to realize that."

2. Accessing and Understanding Search Volume Data

The hosts discuss how Pinterest has traditionally kept search volume data concealed, accessible only through ads or relative metrics. They explain the breakthrough of accessing accurate search volume directly from Pinterest for the first time.

Tony Hill [00:26]: "For the first time ever, we're able to get search volume directly from Pinterest."

They share their initial experiments with data collection, noting that search volumes appear to update on a rolling 30-day basis rather than all at once.

Tony Hill [03:07]: "It seems to be like a rolling 30 days because they're not all being updated at the same time either."

3. Implications of Search Volume on Pinterest Strategy

Tony and Carly explore how the availability of precise search volume data can influence content creation and keyword prioritization. They discuss the potential of using search volume to sift through the vast number of keywords available on Pinterest, helping creators focus on those with higher traffic potential.

Tony Hill [19:27]: "I'm trying to figure out how do I prioritize keywords because I can get overwhelmed by them with so many possibilities."

Carly adds that while search volume is valuable, it shouldn't be the sole factor in decision-making. Understanding user intent and the platform's unique engagement patterns are equally crucial.

Carly Campbell [25:35]: "No matter what the volume says, it's very important to make sure that you are checking your user intent."

4. Pinterest Search vs. Google Search: A Comparative Analysis

A significant portion of the episode is dedicated to contrasting Pinterest's search behavior with Google's. The hosts highlight that while Google’s search intent is highly transactional—with users seeking specific information—their findings suggest that Pinterest users are more exploratory, seeking ideas and inspiration.

Tony Hill [11:15]: "People are going to Pinterest to get ideas, and so the way they engage with Pinterest search and the search results is going to naturally look different than the way that they're engaging with Google."

They explain that on Pinterest, multiple pins are displayed simultaneously, leading to a distribution of clicks across many results rather than concentrating on the top few, as seen with Google.

Carly Campbell [12:08]: "You actually see more than one thing at a time... I see the first four okay, really easily."

5. The Role of User Intent and Engagement on Pinterest

The conversation delves into how user intent on Pinterest doesn't always translate directly from search volume to site traffic. Tony shares observations that even high-volume keywords might not yield proportional traffic if the engagement (clicks) doesn't align with the search intent.

Tony Hill [10:07]: "This particular keyword said there's a thousand searches a month. And it's not showing that had a thousand impressions. It might only have, like, 300 impressions."

Carly discusses the concept of "interest volume", where topics that don’t necessarily have high search volumes still perform well due to their broad appeal and relevance to users' interests.

Carly Campbell [35:31]: "When things are applicable to the entire Pinterest audience. I think that's what I like the term that you've given it, interest volume."

6. Practical Applications: Niche Examples and Strategies

Using specific niches like divorce, parenting, and food, Tony and Carly illustrate how search volume can vary and what it means for content strategy. For instance, in sensitive niches like divorce, search volumes for specific terms like "divorce quotes" are high, while more actionable searches like "how to get a divorce with no money" have significantly lower volumes. They debate whether creators should focus on high-volume aesthetic keywords or prioritize engagement through niche-specific content regardless of search volume.

Tony Hill [33:08]: "You have to have that intuition to know, like, okay, is this because maybe it's a sensitive topic and a lot of people aren't searching for it, or Pinterest doesn't want to create idea pages for it?"

Carly Campbell [35:31]: "If you're targeting divorce quotes, you're exposing your account and your pins to a highly targeted audience."

7. Future Developments and Tools: Enhancing Data Utilization

The hosts touch upon upcoming features in their Pin Clicks tool, which aims to provide even more granular data, such as tracking keyword rankings over time and understanding the relationship between different keywords and pin performance.

Tony Hill [15:24]: "I really can't wait to launch the feature where you can take any PIN URL of yours and put it into a tool and it will show you all the keywords it ranked for and what the ranking was and when."

They express excitement about the potential to receive email notifications for keyword trends, allowing creators to stay informed about shifts in search dynamics.

8. Conclusion and Key Takeaways

In wrapping up, Tony and Carly emphasize the importance of using search volume as one of several tools in a creator's arsenal. They encourage listeners to explore Pinterest’s new search metrics, experiment with different strategies, and continuously analyze patterns within their niches.

Carly Campbell [50:19]: "Discovering the patterns in your own niche is the best thing that you can possibly do for your business."

Tony Hill [50:45]: "Look for patterns. Take the time to really analyze your niche. And I think it's going to be one of the ways that you can kind of get a leg up on everyone else."

The episode concludes with an invitation for listeners to engage with their communities and utilize the Pin Clicks tool to better understand and harness Pinterest’s evolving search landscape.

Tony Hill [49:43]: "If you still have some questions about search volume, you can always reach out to us in one of our communities or pentalkpodcastmail.com."

Notable Quotes

• Tony Hill [00:26]: "For the first time ever, we're able to get search volume directly from Pinterest."
• Carly Campbell [00:26]: "It's a relatively new metric for us and a lot of people don't seem to realize that."
• Tony Hill [11:15]: "People are going to Pinterest to get ideas, and so the way they engage with Pinterest search and the search results is going to naturally look different than the way that they're engaging with Google."
• Carly Campbell [35:31]: "When things are applicable to the entire Pinterest audience. I think that's what I like the term that you've given it, interest volume."
• Tony Hill [33:08]: "You have to have that intuition to know, like, okay, is this because maybe it's a sensitive topic and a lot of people aren't searching for it, or Pinterest doesn't want to create idea pages for it?"
• Carly Campbell [50:19]: "Discovering the patterns in your own niche is the best thing that you can possibly do for your business."
• Tony Hill [50:45]: "Look for patterns. Take the time to really analyze your niche. And I think it's going to be one of the ways that you can kind of get a leg up on everyone else."

Key Takeaways

1. Pinterest’s New Search Volume Metric: Pinterest has begun offering direct search volume data, a significant shift from previous indirect estimates.

2. Nuanced Application: Search volume is valuable but should be used in conjunction with understanding user intent and platform-specific engagement behaviors.

3. Pinterest vs. Google: Unlike Google, Pinterest users engage with multiple results simultaneously, distributing clicks and making top rankings less critical for traffic.

4. Interest Volume: Topics with broad relevance can perform well even with lower search volumes due to their universal appeal and user engagement patterns.

5. Strategic Keyword Prioritization: Creators should prioritize keywords based on a combination of search volume, relevance, and user intent within their specific niches.

6. Ongoing Learning: As Pinterest continues to evolve and provide more data, creators should stay adaptable, continuously analyze their patterns, and adjust strategies accordingly.

7. Tools and Features: Leveraging tools like Pin Clicks and utilizing upcoming features can provide deeper insights and enhance Pinterest strategies.

For more insights and resources mentioned in this episode, visit pintalkpodcast.com. If you found this episode valuable, consider rating and reviewing the show to support the hosts.