Pinterest is a powerful visual discovery platform used by millions of users worldwide to explore ideas, inspiration, and products. Unlike traditional social media platforms, Pinterest functions more like a search engine than a feed-based network. This unique setup emphasizes the importance of keywords and, to a lesser degree, hashtags, to optimize content for discovery.
Understanding how both keywords and hashtags work on Pinterest is critical for content creators, bloggers, small businesses, and marketers who want to boost visibility and engagement on the platform.
Part 1: Understanding Keywords on Pinterest
What Are Keywords on Pinterest?
Keywords on Pinterest are words or phrases that describe the content of your pins, boards, and profiles. These are the search terms users type into the Pinterest search bar when they’re looking for content. Pinterest’s algorithm uses keywords to understand what your content is about and match it to relevant user searches.
For example, if someone is searching for “easy vegan dinner recipes,” Pinterest will show pins that include those keywords prominently in their title, description, board name, and alt text.
Where to Use Keywords on Pinterest
To make the most of keywords, they need to be strategically placed throughout your Pinterest content:
- Pin Titles: Use descriptive and keyword-rich titles. E.g., “10 Easy Vegan Dinner Recipes for Beginners.”
- Pin Descriptions: Add relevant keywords that reflect what your content is about. Include secondary keywords as well.
- Board Titles: Boards should be clearly named with straightforward keywords like “Healthy Meal Ideas” or “Home Office Decor.”
- Board Descriptions: Similar to pin descriptions, these help Pinterest understand what kinds of pins you’ll be saving to a board.
- Profile Bio: Incorporate niche keywords to help Pinterest match your account with related interests.
- Image Alt Text: Although not visible on Pinterest, using alt text on your website images when using rich pins can help with SEO.
- Pinterest Text Overlay: Text over the image (on the pin itself) also contributes to the keyword signal.
How Pinterest Uses Keywords
Pinterest’s algorithm uses a combination of machine learning and contextual analysis to interpret pins. It considers the image, text overlay, and keywords in the title and description to categorize your content.
Once Pinterest understands your content, it indexes your pins and makes them eligible to appear in user searches and home feeds. It works similarly to Google’s algorithm but is more visually focused.
Keyword Research on Pinterest
To find the right keywords:
- Use the Pinterest search bar. Start typing a topic, and Pinterest will auto-suggest related search terms.
- Look at popular pins and see what words they use in their titles and descriptions.
- Use Pinterest Trends (trends.pinterest.com) to see what users are currently searching for.
- Analyze your analytics to see which keywords are driving traffic.
Part 2: Understanding Hashtags on Pinterest
What Are Hashtags on Pinterest?
Hashtags on Pinterest are words or phrases preceded by a hash sign (#), such as #DIYprojects or #summerfashion. They function similarly to hashtags on other platforms in that they can be used to group similar content.
However, Pinterest does not rely heavily on hashtags in the way platforms like Instagram or X (formerly Twitter) do. Their importance has fluctuated over time.
The Current Role of Hashtags on Pinterest
As of recent updates (2024–2025), Pinterest does not emphasize hashtags as much as it once experimented with. While they are still technically functional, they are not as useful or prioritized in search algorithms compared to traditional keywords.
When you click on a hashtag, Pinterest may show a feed of pins that have used the same hashtag. However, this isn’t guaranteed to show only the most relevant or most recent pins, unlike platforms like Instagram, where recency and hashtag relevance are highly weighted.
Should You Use Hashtags on Pinterest?
You can use hashtags, but you should not rely on them for traffic. If used:
- Limit the number of hashtags (1–3 per pin is plenty).
- Use broad, relevant hashtags rather than overly specific ones.
- Treat hashtags as a light supplement to your keyword strategy—not a core strategy.
Pinterest’s own advice has at times shifted to recommend focusing on writing natural, keyword-rich descriptions instead of packing pins with hashtags.
Example: Using Keywords and Hashtags Effectively on Pinterest
Let’s say you are a food blogger who just wrote a blog post titled “10 Easy Vegan Dinner Recipes for Busy Weeknights.” You want to promote this blog post on Pinterest.
Step-by-Step Example:
1. Create a Pin Image
- Use an appealing image of a vegan dish.
- Add a text overlay that says: “10 Easy Vegan Dinner Recipes.”
2. Optimize the Pin Title
- Title: “10 Easy Vegan Dinner Recipes for Busy Weeknights”
This includes your main keyword phrase (“vegan dinner recipes”) and a modifier (“easy,” “for busy weeknights”) to help with long-tail keyword searches.
3. Write a Keyword-Rich Description
“Looking for easy vegan dinner recipes you can make after a long day? These 10 delicious, plant-based meals are perfect for busy weeknights. Whether you’re new to veganism or a seasoned cook, you’ll find something to love—from chickpea curry to zucchini noodles. Great for families and meal prep!”
Keywords used: easy vegan dinner recipes, plant-based meals, chickpea curry, zucchini noodles, veganism, meal prep.
4. Add to a Relevant Board
- Board Name: “Easy Vegan Recipes”
- Board Description: “Discover quick and easy vegan recipes, from dinner ideas to meal-prep-friendly dishes. Perfect for busy weeknights and healthy eating.”
This reinforces keyword consistency and improves the contextual relevance of the pin.
5. Include 1–2 Hashtags (Optional)
In your pin description, you might include:
- #VeganDinner
- #PlantBasedMeals
These hashtags can help marginally in surfacing your content but are not the main discovery mechanism.
Keywords vs. Hashtags on Pinterest: A Comparison
| Feature | Keywords | Hashtags |
|---|---|---|
| Role in Search | Primary discovery method | Supplementary role |
| Placement | Titles, descriptions, boards | In pin descriptions (optional) |
| Best Practices | Natural integration, no stuffing | Use sparingly and relevantly |
| Algorithm Priority | High | Low to Medium (contextual only) |
| Use Case | SEO, content categorization | Trend highlighting (rarely used) |
Final Thoughts: Best Practices for Pinterest Optimization
- Prioritize Keywords: Conduct keyword research and incorporate relevant phrases throughout your content. This helps Pinterest categorize your pins and match them with user intent.
- Optimize Every Pin: Make sure every pin has a clear, compelling image, a keyword-rich title, and a detailed description. Don’t underestimate the power of board names and descriptions.
- Use Hashtags Sparingly: If you do use hashtags, keep them highly relevant and limited in number. Avoid overloading your pin with them, as it can appear spammy and won’t necessarily improve visibility.
- Consistency Is Key: Use consistent branding and keyword themes across your boards and pins to reinforce your niche and build Pinterest SEO authority over time.
- Monitor Analytics: Pinterest Business accounts offer analytics tools to track which pins perform best. This data can help refine your keyword strategy.
Conclusion
While hashtags may play a minimal role on Pinterest, keywords are the backbone of content discovery on the platform. Pinterest behaves more like a search engine than a social feed, which means strategic keyword use is critical for reaching your audience. By optimizing your pins, boards, and profiles with relevant, well-researched keywords, you position your content for long-term visibility and engagement. Hashtags can add a small boost but should never replace the foundational use of keywords in a Pinterest strategy.
