Pinterest’s new “Guided Search” feature is a great discovery tool for marketers.

Here’s how it works: when a user types in a search term, menu options are provided in the form of a scrollable tool bar at the top to assist in narrowing down the search.  The tool helps users get where they want to go while leaving room for a few well-designed surprises.

To search for upholstered chairs, I entered the word “upholstered;” before I finished typing, several suggestions came up including “headboard,” “bed,” “chairs” and “dining.”  I selected “chairs” and received more choices such as “how to,” “vintage,” “funky,” “dining” and “blue;” I chose “vintage.”

I didn’t set out to find a vintage upholstered chair, but along the way, it occurred to me that I love the lines of a vintage chair. When Pinterest served it up as an option, I had to check it out. I could access additional choices by deleting “vintage” and entering another selection; I could also refine my search by entering a specific color and/or style.

The value of the Guided Search feature to brands is illustrated by the fact that I explored pins showing vintage chairs, despite the fact that I didn’t set out to search for them. Other categories also piqued my interest, and I checked those out as well.

So, how can you make the best use of this new tool? If you write strong descriptions, your pins will be more likely to appear in search results, meaning they will be discovered more often.  When writing descriptions, include details such as the product’s color, style, how or where the product might be used, in what room and for what purpose.  The stronger your description, the greater success you’ll have with the Guided Search feature.

For example, if you’re writing descriptions for faucets, here are some things to consider:

• Kitchen or bathroom?
• Traditional or contemporary style?
• Copper, antique gold or nickel finish?
• Low-flow or eco-friendly?
• Pull-down sprayer?
• No-touch or motion-sensor?
• Brand?
• Location of product or store (if applicable)?

Recipe pinners do a phenomenal job of describing their pins.  Need to cook for someone with dietary restrictions?  No problem. Enter relevant keywords such as “gluten-free recipes.”  You’ll receive choices to narrow your search such as “dinner” for gluten-free dinner recipes or “dairy-free” for gluten and dairy-free recipes.

Study recipe pinners and others who are doing this well. Also, try searching for your own products to see where Pinterest leads you; this may provide insights into the terms you should include in your image descriptions. Along with your website analytics and keyword search tools, Guided Search is a great addition to your keyword toolbox. It will help you understand how people and competitors think of, use and describe your category, product and brand.

Since the launch of Pinterest in 2010, 750 million boards and 30 billion user pins have been created. It’s working for people. And whether you’re late to the Pinterest party or are already there but have room to grow, the arrival of the Guided Search feature makes it the perfect time to join the fun. Happy pinning!