Yes, you can target local keywords on Pinterest, but they work best as supporting modifiers rather than the main driver of discovery. Pinterest isn’t a local search engine. Most searches are done with the intent to plan and gather ideas. However, using local keywords in your titles, descriptions and board names can help the right people find you. Promoted Pins allow you to target local areas. Best results come from using local keywords with an inspirational or planning keyword.
This answer belongs to the Pinterest Keyword Research FAQ, the hub for every keyword question in this series.
Why are Local Keywords On Pinterest Different?
When using a local search engine, the search term will include local intent such as ‘Plumber near me’ or ‘Coffee Shop downtown’.
However, most searches on Pinterest are for inspirational ideas such as ‘Small Backyard Wedding Ideas’.
They aren’t looking for the closest service provider, they’re looking to build an image.
This means local keywords won’t usually bring traffic.
They will however be an enhancer to tell Pinterest and the searcher that your content fits a certain location.
Usually the searcher will have already narrowed down their plan.
What Local Keyword Patterns are Useful on Pinterest?
Using local keywords in your keywords with the following patterns can be helpful:
Specific Service + Local Area = Family Photographer in Austin, Wedding Florist Brooklyn.
Event + Local Area = Wedding Venue Ideas Napa Valley, Baby Shower Venues Chicago.
Things To Do = Things To Do In Lisbon, Travel Itinerary Kyoto.
Regional + Lifestyle = “coastal Maine home decor,”Pacific Northwest garden ideas.”
The best results will come from local keywords that include a planning stage.
For example, ‘Engagement Photo Locations In Austin’ will be much more useful to your searcher than just ‘Photographer Austin’.
Where To Use Local Pinterest Keywords?
You should include your local keyword in the title, first line of the description, board name, board description, alt text and inline text.
Your destination page should also include the local keyword. If you have ‘Engagement Photo Locations In Austin’ on your Pin, your destination page should include the actual locations, areas and parks. Not a generic gallery.
Using boards can be very effective. If your board name is ‘Austin Wedding Venues’, then you’ll get local keywords throughout all your Pins.
Promoted Pins
If you use promoted pins you can narrow down how the pins are shown based on their location.
This means you can target people in certain countries/regions. Using local keywords with relevant keywords will help you reach people in your service area that are searching for this keyword.
Avoid These Mistakes When Working With Local Keywords On Pinterest
Overstuffing: If you stuff too many local areas into one description it will look odd.
Too local: If all your pins are relying on local keywords you’ll miss out on those who search for the idea.
Destination Page Doesn’t Include Local Keywords: If you have a local keyword on your Pin but no local content on your destination page you’re missing out.
Expectation: Local searches on Pinterest usually won’t have as much volume. Measuring your success based on quality clicks rather than impressions.
How Pintrendo Pinterest Keyword Tool Helps With Local Variations
The issue with local keywords is that people can search for locations in many ways.
Using the wrong variation means you’ll be writing for a keyword no one would actually search for.
Pintrendo Pinterest keyword tool allows you to see how searchers are combining your keyword with various locations.
You can see which related keywords come up so you can decide if you should use ‘Wedding Venues Napa’ or ‘Wedding Venues Napa Valley’ in your title. This means you know the wording to use before creating your board.
To learn more about the process, see our guide on Pinterest keyword research.
Final Thoughts
The biggest local audience you can miss on Pinterest is those planning in advance from elsewhere.
Whether it’s a couple looking for a wedding location, family planning a holiday or someone looking to move, they will include local words in their search.
Your local strategy should therefore be split into two parts.
Firstly create content for those local to you.
This should include local areas within your service area. Secondly create content for those planning from afar.
This should help them visualise being there. Often this will be a larger audience and is often missed by most businesses.
Remember that Pinterest rarely results in a local sale. Think of Pinterest as a planning tool and ensure your landing page makes it easy to take the next step.
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