- SEO
- GEO
- Social Ads
- Tracking & Data
The starting point
Perrotin represents living artists and artists’ estates on the primary market, and over the past twenty years has built a publishing and bookstore business alongside the galleries: a network of bookstores, and an e-shop through which editions and store products are sold. Like many companies, the gallery is active online. The question was how much further that presence could go.
The brief had two halves that had to hold together. Grow the e-shop’s audience, on search engines and in the new artificial intelligence tools where a growing share of discovery now happens, and reach collectors beyond the community that already knew the maison. And do it while preserving the gallery’s DNA: the way it presents its artists, its editions and itself.
That constraint was the interesting part. Every lever we pulled had to look, read and feel like Perrotin. Growth that cost the brand its restraint would not have been growth. It would have been a discount.
What we did
We started with the foundations and refined the scope as we went along. One team, one source of data, and a weekly loop short enough for the gallery to see every step before it went live.
- 01
Organic visibility first, on Google and in the AI tools
We started with organic search visibility. A category architecture designed around how collectors and gift-buyers actually search, artist and edition pages structured so that both a search engine and a language model can read them, and an editorial plan that answers the questions people really ask.
Underneath, we made sure every foundation for growth was in place. The SEO fundamentals first: robots.txt and sitemap, rendering, deep linking and internal linking, page speed, structured data on everything worth citing. Then the GEO fundamentals, so the same pages are read and cited by the AI assistants: direct answers under clear headings, verifiable facts, consistent entity data across the web. Visibility on Google and inside the AI answers at the same time, because that is where a growing share of “which book should I buy” now gets decided.
- 02
Then targeted campaigns on social media
Once the foundations were solid, we moved to sponsored campaigns on social media, each built around the editions and the works themselves rather than a generic message. The right object, in front of the right collector, at the right moment.
Targeting reached beyond the community, toward the collectors the gallery wanted to meet, with creative that stayed entirely on-brand: the works, the editions and the maison’s own restraint. The algorithm is perfectly happy to sell art. It just needs to be shown what art looks like.
- 03
Continuous refinement, with the brand as the referee
Weekly cycles: ship, read, adjust. New angles tested against the current best, pages revised from what the search data said, budget moved to what the numbers rewarded. Every iteration went through the gallery’s eye before it went live, which kept the DNA intact and, conveniently, made the work better. The next step is the measurement layer: the gallery’s tracking has served it well so far, and the volume it now handles calls for the server-side, finance-grade version.
The impact
After a few months of working together, concrete results. The paid acquisition campaigns returned 12× on ad spend, and the blended marketing efficiency ratio rose by 67%, which is the number a finance team actually reads.
On organic search, the e-store now ranks number one worldwide on “Artistic Books”, on Google and in Gemini. The maison is found by collectors who already knew it, and increasingly by those who did not yet.
