The Client:
The Brief:
The CLAMP Gallery approached us needing SEO help to increase visibility for their extensive collection of contemporary artists.
Despite having a robust online presence (over 10,000 pages), the site had little foundational SEO architecture in place.
The core constraint was efficiency and no changes to the architecture of the site: the gallery needed to establish organic authority for its core artists and collections, requiring high-impact, targeted optimization that could be quickly understood and sustained by their internal team.
My Role
My role was to help with SEO strategy. Initially I developed and implemented a highly focused optimization strategy targeting the gallery's most vital pages.
Specifically, I optimized key pages with page titles, meta data, and the alt text that was missing. After establishing this successful core optimization blueprint, I transitioned the strategy and methodology to the CLAMP team, where they are able to efficiently and accurately manage the optimization process for the remaining pages.
The solution was a highly focused and efficient strategy that prioritized delivery and clarity over complexity. I rapidly executed the end-to-end design and launch process, ensuring the site was a stable, accessible communication tool on the day of the global announcement.
Outcomes:
This targeted, foundational approach delivered long-term growth and sustained market presence over two years:
-
Search Authority: The average position in Google Search improved dramatically, moving from 14.4 to 9.4, securing valuable first-page visibility. This enhanced relevance drove a 1.8% increase in Click-Through Rate (CTR) (from 1.4% to 3.2%).
-
Audience Growth: The overall audience expanded significantly, with total users increasing by 56% and direct traffic and referral traffic collectively rising by 47%, indicating a massive lift in brand recognition and organic reach.
-
Quantified Impact: The initial optimization successfully generated over 1,000 new clicks per month, proving that targeted foundational work, when paired with client empowerment, yields powerful and sustainable results across a massive digital inventory.