Pinterest Aims Internationally With Localized Search Update

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Pinterest search has gone native.

The visual discovery network announced today that it has localized its search results to give Pinners abroad a better experience. That’s important for a network that now has 100 million active users, about half of whom live outside the US.

Rolling out first for people who search in French, German, Portuguese and Japanese, Pinterest will serve results that mesh better with their language and where they live. Pinterest engineers have adjusted the algorithm to better surface local Pins in the local language, while also serving other relevant Pins when they run out of local content. The Pinterest engineering blog wrote in great detail about the technical effort here.

The upshot is that people will now see more relevant results. In testing, Pinterest said the number of localized click-throughs and repins nearly doubled and Pinners outside the US spend more time on Pins they clicked on.

For more coverage, see our sister site, Marketing Land.

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