Improving on-page and off-page SEO helps Lowy, a leading New York City-based fine art services firm, boost its Google SERP ranking positions.
Founded in 1907, the New York City-based Julius Lowy Frame and Restoring Company, known as Lowy, is recognized as one of America’s leading fine art services firm. Lowy offers bespoke curatorial services for the fine art community, from framing and painting conservation and restoration to fine art preservation, replication, and logistics. The firm is particularly known for its world’s largest antique frame collection, which comprises more than 5,000 antique and period frames.
A long-time challenge to Lowy’s online business success, however, was its suboptimal organic rankings for prioritized keywords on Google’s search engine results pages (SERPs). For queries related to antique frames, Lowy ranked at the very bottom of Google’s first SERP. For queries related to fine art and painting conservation, Lowy appeared only on the second half of Google’s second SERP.
Improve the Google rankings of Lowy’s prioritized search terms “antique frame/s” and “painting conservation.”
I developed and implemented a plan to boost the Lowy site’s on-page and off-page SEO, including the following steps:
Assess the site’s ranking for the company’s prioritized search terms;
Review competitors’ websites and Google rankings;
Track organic traffic conversions and examine keyword ranking for informational vs. commercial keywords;
Update Lowy’s Google My Business profile, recognizing the strong connection between mobile and local search;
Develop Lowy’s buyer personas and write SEO-driven web copy;
Create new content offering, Ask Lowy — a hub of resources for fine art owners and enthusiasts – to build and improve informational keywords;
Share new website content and ongoing original content via Lowy’s social media channels;
Expand Lowy’s manually built links through customers’ and influencers’ shared content.
Within seven months, Lowy ranked in Google's Local 3-Pack for "antique frame”/ “antique frames" search queries. Within 12 months, Lowy began ranking #1 in the overall list of organic search results on Google’s first page. It has also moved up the ranking for queries related to painting conservation, ranking #4 on Google’s first page for this search query at the time of this writing.
