A creator’s guide to SEO

Creating great content is only half the battle. So, how do you make sure people can find it? That’s where search engine optimization (SEO) comes in. It’s the process of optimizing your website and content so that it appears higher in search results, making it easier for your target audience to discover you. And despite the potentially intimidating acronym, it’s actually pretty easy. Let’s break down the basics. 

What is SEO exactly?

At its core, SEO helps search engines (think Google, or even Pinterest’s own search) understand what your content is about so they can show it to people who are looking for exactly that. Search engines determine where and when content is shown based on a variety of factors including relevance and authority—or how trustworthy they perceive your website or content to be. The greater your perceived relevance and authority, the higher your content pops up in search results and the more eyes you're likely to get on it. SEO isn’t magic. It’s a mix of good strategy, engaging content and a bit of creative problem-solving.

How do you “do” SEO?

• Find your keywords
  To start, you’ll want to understand what your potential audience is searching for. Research the specific words and phrases people type into search engines to find content like yours. Tools like Google Trends, third-party keyword tools or Pinterest Trends can show you what’s trending and give you a further breakdown by demographics like location and niche. You can also prompt AI to give you keyword inspiration by describing your content and asking for some common search terms people use in your category. 

• Add them to your content 
  Once you’ve got your keywords, find ways to sprinkle them throughout your content. (Hint: Incorporating keywords that closely aligns with your content adds to its perceived relevance.) Work them into your titles, descriptions, image names and even your descriptive alt text. Just make sure they’re truly relevant and keep the tone true to you. Rather than starting with keywords, write like you would naturally and then look for opportunities to add keywords in after. 

• Create quality content
  You’re definitely already doing this, but just a quick reminder that the best way to ensure your content gets discovered is to create new, helpful and inspiring content. By answering questions, sharing tutorials or telling stories, you’re building trust with both your audience and search engines—and contributing to your site or content’s authority.

• Spread the word
  Sharing is caring. And when it comes to SEO, shares act as votes of confidence for your content. The more your content is shared or linked from other sites, the more trustworthy your site appears to search engines. Collaborate with other creators, contribute guest posts and create content people are excited to share.

• Create an easy experience
  If you’re optimizing a website, there are a few key things to keep in mind to make both your audience and search engines happy. Ensure your site loads quickly and that everything is both desktop- and mobile-friendly. Use clear headings, short paragraphs and bullet points to make your content easily skimmable. And whether you’re working on a site or creating content for social platforms, fixing broken links, avoiding duplicate content, and adding alt text to all images, will make it easier for audiences and search tools to sort through and engage with your content. 

Get started

SEO is for everyone, not just big brands. Whether you’re building a personal brand, growing your small business or just sharing what you love, more discoverability means more views of your content. Start with what you know. Create great content, use the right keywords and make your content easy to explore and engage with. Over time, you’ll help more people discover your unique ideas and creations.