SEO Best Practices

Don’t Forget the Tried & True Methods

Remember, SEO is not magic. It just makes it easier for people to find your site. But that doesn’t matter if no one is looking.

So, a final word about driving traffic to your site. Don’t forget tried and true methods.


list your web site address in all the obvious places, including your profile page in online artist registries and social networking sites, your email signature, rss/news feeds


* in your print portfolio materials, such as your business card, resume, bio, statement, press packet, etc.
* don’t forget to mention your site in conversation (when appropriate, of course)

Add Links

One of the best ways to increase traffic to your web site is by adding related content to it. In addition to comprehensive information about your own practice, one old stand-by is to create a links page. On your links page, you can basically list and link to anything you want (you don’t need permission from anyone to do this). This includes other artists, venues where you’ve shown your work, funders and other organizations, supporters, etc. Be sure to “curate” your list to links and include only those things with which you have a direct affiliation or share common interest. Your links are your affiliations and should reflect your vision and values.

Other Related Content

Another strategy is to develop related content on your site that is directly related to your practice, i.e. your materials, process, training, strategies, etc. Here’s an example. Matthew Deleget runs a project called MINUS SPACE (www.minusspace.com), which is a site for reductive visual art on the international level. On the site, he created a chronology regarding major events, exhibitions, writings, and births/deaths directly impacting the development of reductive art on the global level. In addition to now being the most comprehensive repository of information available anywhere on this topic, it drives a tremendous amount of traffic to the web site. For example, any time someone searches for “Piet Mondrian”, “Donald Judd”, or “Minimalism”, MINUS SPACE comes up in the search results. This drives traffic to my site. Furthermore, the more content he adds to the chronology, the more the site comes up in searches. This is a good example of a positive feedback loop.

Good & Bad SEO

As we’ve discussed, SEO is about setting up your web site so search engines can find it easily. You, of course, want your name to appear as high as possible in the list of search results. However, there is good SEO, and then there is bad SEO.

Good SEO

concerns adding clear, accurate, and well-intended meta titles, descriptions, keywords and image tags.


sometimes called spamdexing or keyword stuffing, involves adding deceptive or even false information to your meta tags and site, in order to deceive search engines about the content of your site. We highly discourage bad SEO. Search engines are becoming smarter and smarter these days, and you could risk blacklisting your site.