Using Tailwind's Keyword Research to find product and content opportunities

We've brought together multiple datasets across Pinterest, including how Pinterest views terms as connected to each other (the "Interest Graph"), Pinterest Trends data, search volumes, Ads audience sizes and shopping intent data, into one easy to read dataset.

Rather than spending hours checking all of these sources of information against each other manually, you can now find content ideas in seconds with a single search!

When you search for keywords on Tailwind, you'll immediately see two valuable indicators: Resonance score and search volume.

If you're looking to find keywords that are closely related to each other, sort by Resonance Score.

If you're just looking for content opportunities with big audiences, sort by Search Volume.

While there are MANY ways to use this data to inform your marketing strategy, here are a few of the most common ways we see people using this data:

If you're focused on marketing pages on your website you've already created, this keyword research data can help you find the best ways to position it, so Pinterest understands the content and puts it in front of the right audience.

Getting this audience targeting right on new Pins you create is critical - since the engagement of the people who are shown your new Pins early on is a major signal determining if Pinterest's algorithm will show your content to a large or small audience over time.

Here's how to do this well:

Step 1: Search for a few different keywords related to the page on your site you want to promote. Browse the results to find different ways to frame the content. Sort by both Resonance and then keyword volume to see a wider range of keyword options.

Step 2: Save or copy the keywords you find interesting - looking for ultimately 4-8 related keywords that you might use in your Pins. These should be relevant to your content - don't pick irrelevant keywords just because they have high volume or it may lead to low engagement on your Pins, which will kill their chances of going viral.

Step 3: Incorporate these keywords in the Pin titles, descriptions and alt text of your Pins to help Pinterest understand the content more accurately and get it to the right audience.

💡 Pro tip: You can feed Tailwind's "Ghostwriter" feature the keywords you want to use and have it to have it write the Pins for you!

Step 4: Some people go further and incorporate those same keywords on the page on their website they'll be linking to as well. Pinterest will check the page you link to for consistency with the Pin itself. The more consistent, the better. Low consistency can lead to your Pin not being shown at all - or being shown without the "Visit Site" button visible, making it hard for people to visit your site after viewing your Pin.

Search for keywords you already have content or products for and see what related ideas come up in the results.

Sorting by search volume after all results have loaded will help you find topics with a lot of user demand, as well as terms that aren't as directly related to your search term.

Note: The actual audience for specific topics can be many times the monthly search volume. This is because Pinterest will continue to show users content related to topics they've search or engaged with in the past, through their home feed, related Pins recommendations and more. This means the potential audience for a term isn't just how many people search it this month - but rather all Pinners who have shown interest in that topic in the past.

In this case, doing a number of different queries and reviewing the related keywords after the results have come in can help you discover opportunities.

Sorting by search volume will give you a sense of the relative degree of interest in different topics.

❓❓❓Have more questions? Feel free to contact our team anytime using the "?" button in the bottom right hand corner of your Tailwind dashboard.