Challenge

• Artist landing pages on christies.com lacked consistent SEO structures, limiting discoverability.

• 75% competitor gap in SEO traffic.

• Manual processes led to slow content production (3 weeks production for 5 artist biographies with writers and freelancers).

Solution

1. Content Modelling for SEO

   Designed strucutured templates for artist biographies with embedded SEO rules detailing keyword density and metadata fields.

   Collaborated with SEO consultants to map search intent to content types.

2. Scalable Production

   Led a cross-functional team of writers, researchers and freelancers to deliver 280+ artist landing pages in 4 months.

   Leveraged AI tools to draft artist biographies.

   Systematised quality control: Fact-checking workflows also integrated into CMS.

3. Technical Alignment

   Partnered with web developers to ensure schema markup, backlink integration and crawlability in CMS.

Outcome

• 52% increase in organic traffic to artist pages since launch of the 280+ artist landing pages.

• Artist pages are the only major page type on christies.com growing YOY.

• Christie’s ‘share of voice’ of target keywords is over double that of our closest competitor.

• Net positive improvement in rankings: average Google positions have improved from 18.9 to 16.2.

• 66% faster production with integration of AI-assisted tool and scalable, templated workflows.

• Future-proofing: system adapted for department and artist–category pages.