If a Web user searches by the gallery’s name, galleries will generally come up on top. The battle is in the more general searches, e.g., when searching by an artist’s name, style or period of art. If a gallery’s website comes up when someone searches by an artist’s name, then the SEO is working well. For example, if you Google Fred Tomaselli, James Cohan Gallery ranks in the top position. That’s what you want. Aside from a custom “content-only” solution, getting that top placement requires a lot of time, persistence, hard work and regular brushing up on search engine metrics. But even all that won’t guarantee a top placement. FRESHNESS, WORDS, LINKS AND MORE: OTHER WAYS TO INCREASE YOUR RANKING
Keep Content Fresh: Regularly updating the content on sites
is one way to get the attention of search engines. Websites that keep content fresh tend to get more traffic, which translates to a higher ranking. A site that doesn’t update is neither very useful nor interesting and will be passed over in favor of a fresher site. Aside from the search engines, adding new content is good practice in general. All of your gallery’s advertising, exhibition catalogs, announcement cards and emails that go out should include your gallery’s Web address. Try to get your website URL featured everywhere that your gallery is mentioned. If you circulate a press release announcing an exhibition, include the URL in it. If that URL gets picked up and posted on other websites, that Get Your URL Out There:
The Art World and the World Wide Web. Essays, Interviews and Case Studies.