Project Description

Search Engine Optimization, Indexing Management and User Experience for the Musée d’art contemporain de Montréal (MACM)

The Musée d’art contemporain de Montréal (MAC), Quebec’s iconic cultural institution and Canada’s largest contemporary art museum, has entrusted our SEO agency in Montreal with the complete task of solving a crucial indexing problem. The site, with its thousands of automatically generated URLs (artist profiles, collection variants, archived exhibitions, search filters, etc.), was penalized by unwanted or unvaluable content that depleted Google’s crawl budget. This weakened the authority of priority pages and reduced visibility on strategic research related to exhibitions, collections and cultural events.

Technical Optimization + Indexing: Cleaning and prioritization of exhibitions

An in-depth audit via Google Search Console, server logs, and analytics tools revealed an excessive volume of unnecessary or redundant indexed URLs. Our intervention made it possible to regain control:

  • Strategic implementation of noindex tags on archived pages, with excessive pagination or of low interest (such as old temporary exhibitions, results of unqualified filters), thus freeing up the crawl budget for essential content such as current exhibitions, collection and event calendar.
  • The use of canonical tags aims to group signals on the main URLs (e.g. pages of artists or unique works rather than parameterized variants).
  • Optimization and deposit of a prioritized sitemap.xml, focused on crucial pages (home page, current exhibitions, calendar, practical information), while abandoning deep pages with low traffic.
  • Improvement of the content of priority pages: integration of original and curated content (schema.org for events, works, artists) in order to optimize for highlighted excerpts and AI responses to local cultural queries.
  • Reinforcement of internal networking: coherent contextual links between exhibitions, artists, activities and thematic sections are established in order to optimize user navigation and naturally distribute internal authority.

Local SEO Strategy: Place Ville Marie Quotes

During the temporary period at Place Ville Marie, we have strengthened the MAC’s local roots:

Complete optimization of the Google Business Profile (update of temporary schedules, addition of photos of installations and works, regular posts on openings, workshops and events such as MAC Thursdays, active responses to reviews). Multiplication of uniform NAP citations on Quebec cultural directories, Montreal tourist platforms and media specializing in art. This boosted visibility in local packs and Google Maps for searches like “contemporary art museum Montreal,” “current MAC exhibition,” or “visit MAC Place Ville Marie.”

Improving UI/UX Engagement: Proposals

To reduce the bounce rate and increase conversions (bookings, activity registrations), we have worked on the optimization of the Home page, integrating content optimization principles for better readability and engagement: the proposals include

  • New dynamic layout with a carousel prioritizing current exhibitions and murals, to immediately capture attention on the current cultural offer.
  • Multiplication of clear and visible CTAs: “Book my tickets”, “Discover the current exhibition”, “See the full agenda”, “Explore the collection”, positioned in hero section, sticky header and key sections.
  • Mobile-first optimization and respect for Core Web Vitals for fast loading, essential for a young, mobile and cultural audience.
  • Added micro-interactions and visual teasers (hover on artwork, countdown to events) to encourage exploration and engagement.

A Digital Positioning at the Service of the Cultural Mission

The overall marketing strategy makes contemporary art more accessible to all audiences: visitors to the Quartier des Spectacles, families looking for creative activities, Quebec and international art enthusiasts, cultural tourists. By cleaning up indexing, consolidating authority on high-value pages and boosting engagement via an incentive homepage, the MAC reinforces its central role in Montreal and Quebec life.

Expected Impact and Sustainability

Through technical indexing optimization, citation-enhanced local development, and improved exhibition-centric user experience, MAC seeks to significantly increase relevant traffic, online bookings, and online visibility. Both on Google and AI/LLMS. The site is proving to be more efficient for search engines, more captivating for visitors, and totally in line with its objective: to breathe contemporary art into Quebec culture, even during a period of change. This sustainable method optimally prepares the return to the new premises at Place des Arts.