SEO for Portfolios: How Creatives Can Get Seen by Galleries & Clients
In a world where curators, clients, and collaborators Google first and ask questions later, having a beautiful online portfolio just isn’t enough. If your site isn’t optimised for search, you could be missing out on opportunities simply because no one knows you’re there.
This is where SEO (Search Engine Optimisation) comes in. And no, it’s not just for big brands or eCommerce giants. SEO is one of the most powerful tools independent creatives can use to increase visibility, build credibility, and open doors, all while you sleep.
Let’s break it down.
What is SEO, Really?
At its core, SEO is the practice of making your website easier for people (and search engines) to find.
When someone types “contemporary Māori artist NZ” or “ceramicist Dunedin” into Google, SEO helps your site show up. It’s not about hacking the algorithm, it’s about helping search engines understand what you do, so they can match you with the right people.
Why Creatives Need SEO
Curators and gallery owners search online when looking for artists to feature.
Clients want proof of skill before reaching out — your portfolio is that proof.
Social media isn’t search-friendly — old posts get buried fast.
You control your site (unlike your feed), and SEO helps build long-term visibility.
If you’ve invested time in a digital portfolio, SEO ensures people actually see it.
5 Easy SEO Wins for Your Portfolio Website
1. Give Each Project Its Own Page
Rather than one long “gallery” page, create individual project pages with titles like:
“Whenua Series: A Contemporary Expression of Land and Legacy”
Use headings to describe the project, medium, location, and year. Include a short write-up of the concept behind the work, this helps both visitors and Google.
Bonus: This makes it easier to share specific work with curators or clients.
2. Use Keywords That Match How People Search
Think about what someone might type into Google to find work like yours.
Instead of “Dreamscapes,” try:
“Watercolour Landscape Series – Dreamscapes by [Your Name]”
Keywords to include:
Your medium (painter, illustrator, digital artist, ceramicist)
Your style (abstract, contemporary, portrait)
Your location (NZ, Aotearoa, Dunedin, Wellington, etc.)
Project themes (kaupapa Māori, sustainability, mental health, etc.)
Use these in your:
Page titles
Headings (H1, H2)
Image descriptions
URL slugs (e.g. /portfolio/kaupapa-maori-series)
3. Optimise Your Images
Your art is the star — and Google indexes images too.
Rename your files before uploading (e.g.
contemporary-ceramics-nz.jpg)Add alt-text that describes the work (not just “IMG0023”)
Keep image sizes under 500kb for fast load speed
This also makes your site more accessible.
4. Add a Bio Page That’s SEO-Friendly
Your About page is a huge opportunity.
Use it to naturally include:
Your full name
Your medium and style
Where you're based
Notable exhibitions or collections
What you’re currently available for (commissions, gallery shows, etc.)
Try something like:
“[Your Name] is a Dunedin-based visual artist working primarily in large-scale abstract painting. Her work explores themes of memory, light, and belonging, and has been featured in galleries across Aotearoa.”
5. Blog Like a Pro (Even Occasionally)
Every time you publish a new blog post or update a project, you’re telling Google:
“Hey! This site is active and alive.”
Ideas:
A deep-dive into your latest collection
Studio process behind a piece
A write-up of a recent exhibition
Reflection on your creative practice
These posts give your site more pages to be found and they keep people on your site longer.
The Creative’s SEO Checklist:
Custom page for each project
Keywords in headings and page titles
Alt-text and proper image names
Strong About page
Fresh content every so often
Let Your Work Be Seen
At Inspiring Design Studios, we believe your story deserves to be discovered, not just admired. SEO isn’t about gaming the system, it’s about making sure your voice, your work, and your kaupapa show up in the right spaces.
Need help optimising your Squarespace site or writing better portfolio content? We offer one-on-one sessions and workshops designed specifically for artists, makers, and creative entrepreneurs.
Because the right people are looking for you, let’s make sure they can find you.
Let’s get your work seen.
Book a 1:1 Portfolio Session
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