Someone go take the temperature of the guys over at Google because they must be fuming.
In a search engine world largely dominated and dictated by the Google team, Pinterest has stepped up to the plate and knocked one out of the park.
If you’ve been using Pinterest mobile, you’ve likely noticed the new Guided Search feature. But in a few weeks, Guided Search is going to roll out onto desktop browsers, giving us the first major innovation in big search engines not named Bing or Google in a while.
Guided Search from Pinterest Rolling Out from Mobile to Desktop
In fact, it’s an even bigger innovation than anything Google has rolled out in a while (Google Flights being awesome, but not really new). If you aren’t familiar with Guided Search or you aren’t using Pinterest for your social marketing campaigns, it goes like this: you enter your search terms and instead of just getting one SERP, you get ten or twenty.
The thing is each of these SERPs are a broken down category for your query. For example, if you search for “sleepwear,” you’ll see categories such as “men’s, women’s, children’s, quilts, down comforters,” etc. This means the searcher has many more options at their fingertips and further, the marketer has a ton more categories to work into.
From a marketer’s standpoint, this is about as targeted as you can get. You can literally define your products right down to the letter, getting yourself more targeted leads, more qualified leads, and ultimately, more high-converting traffic to your site.
This works particularly well with Pinterest since all Pins can be linked directly back to your site, but imagine if Google picked up on this?
Imagine Google added categories and showed pictures of your products that gave an instant link back to your website, without having to go through the extra steps (which has a fairly large loading time for some users). The bottom line is that this might be a game changer and something that Google definitely cannot ignore, it’s likely that they are already discussing it. I wouldn’t be surprised if we saw some type of guided suggestion by category in the future from Google (or maybe Bing).
Google Should Follow Pinterest’s Lead
So why has Guided Search only been on mobile and tablet devices until now? Well, a whopping 75% of all Pinterest users are on mobile devices or tablets (take note all of you mobile marketing gurus, this is where you want to be). The question is, is this last 25% of customers worth ticking off the big dogs at Google?
One quarter of your sales is a huge market and it’s ridiculous to think that Google will be petty enough to dig something up on Pinterest to somehow punish them for being more innovative than them, right?
Let’s hope so.
Let’s hope that Google stands up and takes notice. The search engine game is changing and not just on the back end to keep marketers guessing at algorithms and semantic searches.
While it might not seem like much right now, that little edge that you have knowing about how Pinterest Guided Search works will help you better categorize your Pins so that you show up in more result pages than your competition.
The user end is changing and the more that we, as internet marketers, stay up on that, the more edge we’ll have over our competition.