Pinterest Board Descriptions: How to write a board description that gets results [step-by-step guide]

Paying attention to your Pinterest board description is a great way to make your Pinterest profile easy to navigate for both your human visitors and the Pinterest algorithm – especially if your board or your profile is new.

Just compare the two boards below. They both have the same board name. Which one gives its visitors a better idea of the type of content they'll find on the board? Which board clearly shows the Pinterest algorithm what the board is all about?

Image shows two examples of Pinterest board descriptions for boards both titled 'YouTube Marketing'.

The answer of course is that board number 2 is easier to navigate for both visitors and the Pinterest algorithm and as a result, gets displayed far higher in the ‘YouTube marketing' board search results.

This post explains the steps to write your Pinterest board description in a way that is optimized for both human visitors and the Pinterest algorithm.

Ninja Note: There are other important steps that need to happen before you write your board description. If you haven't already chosen your keyword-focused board name (read about that here) and created your new board (read about that here), go back and do those steps first.

Let's start now!

Understanding how Pinterest works

I'm sure you've heard by now that Pinterest isn't your average type of social media – it's a visual search engine.

That means that Pinterest wants to show its users pins that match closely with what they have liked in the past, as well as pins that match closely with what they have deliberately searched for.

Pinterest is also a form of social media, which means that it's not enough to jam a heap of keywords in a board description – you need to include a description for your board that will interest and engage real people as well as the Pinterest algorithm.

To match pins with people, Pinterest needs to first work out what each pin is about. It works a bit like a library, where the books (in this case, pins) are stored according to categories, topics and subtopics.

Image shows a bookcase (category) with shelves (topics) and color groupings (subtopics)

As content creators, if we help the Pinterest algorithm (or Librarian) understand what topic our board is about, it is more likely that our pins from that board will be stored according to their correct topic, and more likely that they will be displayed when a user searches for that particular topic.

One of the best ways to do that is by writing a board description that provides information that the algorithm needs to understand which topic is relevant in a way that is also useful and engaging to human Pinterest users.

Building a keyword list

The first step is to build a list of relevant keywords for your board topic.

Using the Pinterest search (make sure it is showing ‘all pins' not ‘your pins'), type in the name of your board (ie topic)

Image shows pinterest search suggestions for 'YouTube Marketing' with subtopics highlighted

Before you hit return, write down the suggestions that appear at the end of your topic phrase (these are subtopics that people are searching for on Pinterest)

Hit ‘return' on your keyboard.

You should see a heap of subtopics spread across the top of the pin suggestions. The colored ones are usually the high volume keywords you've already written down.

Results for youtube marketing search on Pinterest showing subcategory links highlighted

Write down all of the other keywords that are relevant to your board.

Building an ideal client list

Next, we'll build a list of ideal client groups – the people who are interested in the topics you cover and will want to access the information linked in your pins.

You'll notice that some of these client group are already in your subtopic list. If they're not, then you can try searching Pinterest for the client group to see what they're called and if there are any related groups you are missing.

Your call to action

You should always include a call to action at the end of your description and what do we want the human reader to do if they've found our board and gone to the effort of reading our description?

We want them to follow our board!

Your board description is not the place to drive people to your website, but it IS the perfect place to get them to follow your board.

Putting your board description together

The final stage is to put your board description together. Remember, you only have 500 characters, so make them count!

Here's an example template that I use:

Image shows text: Level up your topic with this awesome collection of subtopic and subtopic for ideal client 1 and ideal client 2. Learn how to fix problems the ideal client wants to fix. Follow this board for the latest topics.

Here's an example of how that looks on my YouTube marketing board:

NinjaTricks for writing your Pinterest board description:

As I create my board descriptions, I add them to my Pinterest swipe file in preparation for adding them to my boards because I find it faster to update my board descriptions at the same time that I update my board cover images. (**read about that here)

This tip is one of a series of tips that will help you optimize your entire Pinterest profile.

Here's where you can find the rest of them.

Will you be using this tip to write your board description?

If you found this tip interesting or useful, your followers on Pinterest will too!

Save it for later by pinning it to your Pinterest Marketing board on Pinterest now.

Remember, just reading about ways to improve your Pinterest SEO won't actually improve your Pinterest marketing – you need to take action and implement these tips to actually benefit from the results!

Blue skies!

P.S. If you used this tip to write your Pinterest board descriptions, would you please let me know? I'd love to find out how you went and see if there's anything that needs updating on this post.

Next in this series:

How to make Pinterest Board Covers that look amazing

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