Are you an artist, manager of a cultural organization, or responsible for the communication of a festival? Your work is remarkable, but is it visible? In a world where billions of content are jostling on the Internet, getting noticed becomes a crucial challenge. And here, a magic word comes into play: SEO.
No, it is not a jargon reserved for large tech companies. SEO is an opportunity accessible to all those who wish for their art to find its audience. Let's discover together how.
1. What is SEO?
SEO stands for Search Engine Optimization. It is the set of techniques that allow your website, events, or artistic projects to appear among the top results when someone conducts an online search.
How does it work?
Search engines like Google constantly browse the web (this is called "indexing") to discover and catalog all available pages.
When a person types "jazz concert Montreal" or "contemporary art exhibition," the engine consults its index and uses complex algorithms to determine which pages best match this query.
These algorithms evaluate many factors to rank the results, from the relevance of the content to the technical structure of the site, and its reputation on the web.
Good SEO allows your site to be properly indexed, easily understood by search engines, and favorably positioned for searches relevant to your artistic activity.
2. Why SEO is strategic for you
Increase your visibility
With good SEO, your events, albums, and shows appear where people are searching. You become a response to the needs and desires of internet users.
Reach a new audience
Good SEO allows you to reach those who do not know you yet. You become discoverable by theme, by location, by cultural interest.
Support your communications
Each SEO action also improves the effectiveness of your communication campaigns (social networks, newsletters, ads).
Meet the expectations of funders and government agencies
Arts councils and funding institutions assess the outreach and discoverability efforts of cultural organizations' works. An optimized site is a demonstration of professionalism in this regard.
3. The three pillars of SEO for artists and cultural organizations
3.1. Technical pillar: a performant and accessible site
Your site is your virtual business card and, as we will see later, the official source of data concerning your activities. For search engines to understand and value it, several technical aspects are essential:
Performance and accessibility:
- Fast: Internet users (and search engines) do not like to wait. A slow site is penalized in search results.
- Mobile-friendly: More than 60% of searches are done on phones.
- Secure: Use the HTTPS protocol to protect your visitors' data and gain credibility.
- Accessible: Ensure your content is accessible to people with disabilities, which enhances the experience for everyone (for more information on this broad topic, see our blog post on the subject).
Structure and navigation:
- Easy to navigate: A logical architecture helps guide the user (and search engines).
- Clean URLs: Use simple and understandable web addresses (e.g., yoursite.com/events/event-title).
- Internal links: Connect your pages to facilitate navigation and help engines understand your site's structure.
Optimized technical elements:
- Title tags: Each page should have a unique and relevant title (30 to 60 characters), ideally including your main keywords.
- Meta descriptions: A short summary (maximum 160 characters) that is enticing to click on and clearly presents your content.
- H1, H2, H3 tags: Structure your content with hierarchical titles that help both visitors (page scanning) and search engines.
- Optimized images: Lightweight size for quick loading and descriptive alt text (ALT tags) explaining your visuals.
3.2. The content pillar: the soul of your online artistic presence
The fundamentals of optimized content
- Use relevant keywords in your texts (e.g., "jazz concert Montreal").
- Write clear titles and subtitles that grab attention and include your main keywords.
- Add unique descriptions for each page (shows, works, artists).
- Diversify formats: integrate quality images, videos, sound excerpts, digital programs.
- Regularly update your content with your latest creations, events, or artistic reflections.
Understanding EEAT: the DNA of quality content
EEAT is a central acronym in SEO. It stands for:
- E: Experience
- E: Expertise
- A: Authoritativeness
- T: Trustworthiness
Google uses these criteria to assess the quality of content, especially for so-called "sensitive" subjects (health, finance, culture).
How to apply EEAT to your content?
A) Experience:
This criterion emphasizes that content should be created by someone with real and firsthand experience on the subject. It's not just about having theoretical knowledge but having lived or used what is being discussed. In the artistic context, this is your experience, practice, and immersion in your discipline.
How to demonstrate it: Include personal case studies, concrete examples, firsthand testimonials, photos, or videos of your own experience.
Example: A theatre actor might include tour anecdotes or backstage videos from a show; a visual artist might show the evolution of a work from sketch to final realization.
B) Expertise
Expertise refers to the knowledge and skills the content creator possesses on the subject. This can be demonstrated through formal training (degrees, certifications), significant professional experience in the field, or an in-depth understanding of the subject proven by the content's quality and accuracy.
How to demonstrate it: Highlight the author's qualifications, quote reliable and recognized sources, present thorough research, use precise and technical language when necessary.
Example: The artistic director of a music ensemble presents their academic background and mentors in a detailed biography and creates content that reveals a deep understanding of their practice.
C) Authority
Authority involves the content author's reputation and recognition, the content itself, and the website as a whole within its field. An authoritative site or author is a respected source of information cited by other experts and reference websites. Authority is built over time by publishing high-quality content.
How to demonstrate it: Obtain quality backlinks from recognized websites in your sector, be mentioned as a reference by other experts, have a solid public profile, participate in recognized conferences or publications.
Example: An artist is also a professor at a university. On her page on the university's site, she mentions her artistic work and provides a link to her website (the famous backlink).
D) Trustworthiness
Trustworthiness is the foundation of E-E-A-T. It encompasses the website's and its content's credibility, honesty, transparency, and security. A trustworthy site provides accurate information, is free of factual errors, has a clear privacy policy, ensures user data security (HTTPS), and enjoys a good reputation.
How to demonstrate it: Have a detailed "About" page with clear contact information, display transparent privacy and terms of use policies, use a secure HTTPS protocol, obtain positive reviews and reliable testimonials, avoid misleading or sensationalist information.
Example: A show presenter ensures their event calendar is always up to date and that practical information about each show is complete and accurate.
The case of cultural sites: creating content that resonates with your artistic audience
Artistic and cultural projects have an advantage: they are rich in inspiring content! Quality content is not an artificial marketing constraint but a natural extension of your creative practice. Google values authenticity, depth, and originality—qualities at the heart of your artistic work.
Some "musts" for artists and organizations:
- Create a page for each work, album, event.
- Add up-to-date tour or exhibition dates.
- Use cultural vocabulary in texts ("contemporary jazz," "renaissance music," etc.).
- Highlight your collaborations (e.g., "in partnership with the National Jazz Orchestra").
Content marketing for arts and culture.
For more on this topic, consult this very relevant article: Stop selling tickets: tell me a story – Content marketing for arts and culture by Michelle Blanc, a digital marketing specialist.
3.3. The outreach pillar: your visibility beyond your site
This third pillar mainly concerns your actions outside of your own website. While the first two pillars (technical and content) represent what you directly control, authority is largely built externally, through how the rest of the web perceives and values you.
The importance of your presence beyond your site
Search engines evaluate your credibility largely through the links and mentions you receive from other sites. For Google, each link to your site is like a recommendation or vote of confidence.
Create a network of quality links
- Get mentioned in cultural media: specialized newspapers, art blogs, cultural review sites.
- Develop digital partnerships with other artists, festivals, galleries, theaters.
- Prioritize quality over quantity: a link from a recognized cultural site outweighs ten links from less relevant sites.
Diversify your external influence sources
- Press relations: An article or review in a recognized media outlet brings strong credibility and often a valuable link and increased traffic.
- Artistic collaborations: Each collaboration can generate cross-mentions beneficial for all.
- Institutional presence: Be referenced on the sites of cultural centers, funding bodies, or artistic federations.
- Specialized directories: Register in relevant artists' and cultural events' directories.
Amplify your digital footprint
- Social networks: An active and engaging presence on platforms relevant to your discipline.
- Authentic interactions: Comment, share, and support other cultural actors to create a community.
- Consistency of your digital identity: Ensure your name, images, and descriptions are uniform across all platforms.
External strategies specific to the cultural sector
- Online press kits: Create an easily accessible section for journalists.
- Cultural portals: Ensure your presence on platforms listing cultural events.
- Online ticketing: Each link from a ticketing site is relevant for your SEO.
- Audience testimonials: Encourage your audiences to share their experiences online.
- Artistic communities: Actively participate in forums and groups related to your discipline.
Unlike the technical aspects of your site or the quality of your content, this pillar requires digital networking and public relations work. It is the extension of your artistic presence in the web ecosystem that, combined with a solid site and quality content, forms a complete and effective SEO strategy.
4. How to start?
SEO may seem intimidating, but like any artistic project, it starts with a few fundamental steps. Here is an accessible roadmap to gradually improve your online visibility:
4.1. Conduct an initial diagnosis
Before any changes, take the time to assess your current situation:
- Test your site's technical performance:
- Use free tools to check your site's loading speed, mobile adaptation, and accessibility.
- Analyze your current content:
- Do your page titles include relevant keywords?
- Do you have the main metadata (title, descriptions)?
- Is your programming/catalog/portfolio well documented?
- Evaluate your network of links:
- Who talks about you online? (media, partners, institutions)
- Do you appear in relevant cultural directories?
- Is your social media presence consistent?
4.2. Identify your strategic keywords
Keywords are the terms your potential audience uses to find you:
- Reflect on your artistic identity:
- Your discipline: "contemporary theater," "digital art," "electroacoustic music"
- Your style or approach: "documentary photography," "fusion dance," "engaged art"
- Your themes: "works on the environment," "youth shows"
- Think local:
- Integrate your region/city: "art exhibition Montreal," "jazz concerts Quebec"
- Use specific neighborhoods or places: "Mile-End galleries," "Plateau shows"
- Use inspiration tools:
- Google Suggest: type the beginning of a search and note the suggestions
- Explore the Google Trends site to see the major trending search keywords
- Note the terms used by other similar artists or organizations
- Observe how your audience describes you on social media
4.3. Implement priority actions
Start with high-impact and easy-to-implement optimizations:
- Fast technical improvements:
- Optimize image weight without sacrificing quality.
- Add descriptive ALT texts to all your images.
- Create clear URLs for each page (e.g., yoursite.com/events/event-title).
- Ensure each page has unique titles and meta descriptions.
- Enrich your content:
- Write complete descriptions for each work, show, or event.
- Create a detailed "About" section that highlights your journey and approach.
- Add an up-to-date calendar of your events, exhibitions, or shows.
- Ensure you have a privacy policy and terms of use.
4.4. Adopt a regular content strategy
Depending on your resources, develop a realistic strategy that you can maintain in the long term. It is better to start modestly than to take on too much and give up along the way.
- This may look like:
- Monthly updates of your basic information (dates, works).
- Publication of news 2-4 times a month.
- Maintaining a blog with weekly content (process, inspirations, reflections).
4.5. Measure and adapt
SEO is a process of continuous improvement. Track your progress by installing Google Analytics to understand who visits your site, where these visitors come from, and which keywords bring you traffic.
- Adjust your strategy:
- Identify which types of content generate the most engagement.
- Strengthen your presence on platforms that bring you an audience.
- Refocus your efforts on the most effective keywords.
4.6. Think long term
SEO is a marathon, not a sprint. Its effects are enduring but rarely immediate:
- Expect 3-6 months before seeing significant results.
- Integrate good SEO practices into your communication routine.
- Consider SEO as an investment in the sustainability of your online artistic presence.
Remember that the best SEO for an artist is one that remains authentic to your creative approach while making your work more accessible to those who seek it.
Conclusion
SEO is not a magic wand, but it is a remarkably effective tool for those who wish to make their voice heard in the cacophony of the web.
Artists, musicians, cultural managers: your work deserves to be seen and discovered. By caring for your online presence through SEO, you open unexpected doors to your audience.
So... are you ready to make your art shine in the digital world?
The first step begins today.