Faster than a bullet for lead generation and able to generate five-star leads in a single bound—Pinterest, no doubt, is the Superman of inbound marketing. It is one of the fastest-growing social networking platforms ever, reaching 10 million monthly unique visitors in just under two years.
For years, it has been a great investment for local businesses, and recently, it became even more so.
Pinterest decided localize its search results to give Pinners overseas a better experience. They now provide search results in French, Portuguese, German, and even Japanese.
Local Content for People Around the Globe
Their decision is vital, especially for a network that has crossed the big boy line—100 million active users, nearly half of whom are outside the United States.
Image Source: http://semiocast.com/en/publications/2013_07_10_Pinterest_has_70_million_users
They have French users saving recipes for “tarte aux poireaux à la moutarde à l’ancienne,” Japanese Pinners saving “インテリア” (interior decorating inspirations), and Brazilians searching “penteados” (hairstyles).
With localized search results, the visual discovery network can now show more local content to people around the world. When someone from Germany searches “futbol,” they will get results more relevant to their interests (and localized in their language) than someone who searches for the same terms in the US. If someone in Brazil or Portugal searches for party ideas, they will find local pins about parties—and both the descriptions and the sites the Pins link to will be in Portuguese.
With localized search results, search suggestions and spell-check will also be available for international Pinners. In addition, the results will be customized based on trending searches in each country.
The Technicalities Behind the Localized Search
To make search more localized, while supporting the related Pins when they run out of local content, Pinterest tweaked their algorithm. The algorithm will try to understand a user’s language preference through the account language setting, allowing Pinterest to create a consistent experience for Pinners.
Pinterest also refers to the language of the query to identify a user’s language preference. The queries are usually short, so it can be tricky to detect the language. To solve the problem, the photo-sharing network built a “probabilistic language detection model,” which has helped them reach over 90% accuracy for many languages.
In addition, the new models and algorithm shows pins without duplicates; it also grabs similar images and make sure they match with localized descriptions and links.
Image Source: https://engineering.pinterest.com/blog/building-new-localized-search-experience
Maximizing Pinterest as a Marketing Platform
This new Pinterest functionality will help attract more Pinners around the world. It will also make it easier for businesses to target users in specific international communities, making its case as a must-consider marketing platform.
To maximize this new functionality, businesses must include their contact information, location, and website in every Pin before posting them, as this may be the only way for people to reach the business. Website verification is also another step to help users know they’ve landed on the right page.
Businesses should also pin from their own websites, not from others. Others might have nice stock photos, but take note that wherever businesses pin from is where people will be taken to when they click on the image.
Lastly, businesses must update frequently, as nothing keeps people engaged like regular, brilliant content.
Maximizing Pinterest’s new functionality may be difficult, but Denver SEO experts like C1 Partners can help you. As one of the most reputed SEO companies in Denver who knows the ins and outs of Pinterest and local search, we can help you gain new customers and connect with even more people in your area.
Call us today for a consultation.