MoMA | Paid Media Dashboard

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Partner Summary

Per-platform totals with Δ vs comparison period.

Performance Trend

Daily Spend (bar) and Memb Rev / Memberships (line).

Metric 1 (bar)

Metric 2 (line)

Granularity

Performance Drilldown

Pick a primary lens, then optionally drill into a second dimension.

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Period Comparison Drilldown

Compare two date ranges sliced by any dimension.

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Percent Share

% share of total by dimension across the two periods below.

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Metric

Google Analytics Performance — All Channels

Holistic GA4 view across every channel (paid + organic + direct + email + ...). Not restricted to the 5 paid platforms like the KPI strip above.

Status

Platform

Priority Tier

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Test-and-learn command center · AI validated

Lift Studies

Incrementality test recommendations · Loading…

Viewing as: — [Change]

SEO & GEO Opportunities

Organic search & Generative Engine Optimization audit for moma.org · Identifying near-term growth the current media program does not yet capture.

Audit window: trailing 12 mo · Semrush US

The opportunity in one line

MoMA owns its brand in search. The growth ahead is in non-branded discovery and the AI answer layer — exactly where structured data, content, and GEO discipline compound. Direct Agents can stand up a prioritized SEO + GEO program alongside the paid media engagement shown in this dashboard.

Prioritized opportunities

MoMA already commands its branded universe, ranking #1 for nearly every "moma" query. The growth that remains sits in non-branded discovery demand and in the fast-emerging AI answer layer (GEO), where competitors are increasingly the cited source. The opportunities below are scored on ICE (Impact · Confidence · Ease, 1–10) and grouped by priority. Figures are Semrush estimates and DA assessments, intended to size the opportunity rather than serve as guaranteed outcomes.

SEO Health

75/100

Strong foundation

GEO Readiness

54/100

Clear upside

Organic Keywords

288.2K

ranking terms

Est. Organic Traffic

1.69M/mo

monthly sessions

Organic Traffic Value

$1.09M/mo

equiv. paid value

Referring Domains

103K

Authority Score 72

Organic Search Health Strong

75 / 100

Branded visibility

Backlink authority

Domain authority

Technical health

Content depth

Non-branded coverage

GEO / AI Search Readiness Moderate

54 / 100

Entity authority

AI crawler access

Citation presence (est.)

Conversational/FAQ content

Structured data depth

llms.txt / AI guidance

Immediate Opportunities

Priority 1Content / Organic

Capture Non-Branded Discovery Demand

7.0ICE

MoMA wins branded search but cedes high-volume non-branded queries — "modern art," "famous paintings," artist names, "things to do in NYC" — to Artsy, WikiArt and the Art Institute of Chicago. Artsy already indexes 382K keywords vs MoMA's 288K despite lower traffic, signaling untapped topical breadth.

DA recommendation: An editorial & collection-page SEO program targeting evergreen art, artist and exhibition topics to convert MoMA's authority into top-of-funnel discovery traffic.

Example: target MoMA's own iconic works

High-volume informational queries MoMA under-serves today (its own collection):

the starry nightles demoiselles d'avignoncampbell's soup canswater lilieswhere is the starry night

Sample on-page optimization for /collection/works/79802 (The Starry Night):

<title>The Starry Night, Vincent van Gogh (1889) | MoMA</title>
<meta name="description" content="See Van Gogh's The Starry Night at MoMA.
The story behind the 1889 masterpiece and how to view it in New York.">

H1: The Starry Night
+ 150-300 word artwork story & artist context
+ inline FAQ: "Where is The Starry Night?" -> "On view at MoMA, New York."

High

Impact

6–9 mo

Horizon

Retainer

Engagement

Priority 1SEO + GEO

VisualArtwork & Museum Structured Data

7.3ICE

The homepage carries a single JSON-LD block (place/geo only) — no Organization, Museum, Event or VisualArtwork schema. For an institution with thousands of artworks, this is the highest-leverage technical gap for both rich results and AI-engine citation.

DA recommendation: Deploy schema.org VisualArtwork, Museum and Event markup across collection and exhibition templates to unlock SERP features and make pages machine-citable.

Example: VisualArtwork JSON-LD (artwork page)

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "VisualArtwork",
  "name": "The Starry Night",
  "creator": { "@type": "Person", "name": "Vincent van Gogh" },
  "dateCreated": "1889",
  "artform": "Painting",
  "artMedium": "Oil on canvas",
  "height": { "@type": "QuantitativeValue", "value": 73.7, "unitCode": "CMT" },
  "width":  { "@type": "QuantitativeValue", "value": 92.1, "unitCode": "CMT" },
  "image": "https://www.moma.org/media/.../the-starry-night.jpg",
  "isPartOf": { "@type": "Museum", "name": "The Museum of Modern Art" }
}
</script>

High

Impact

1–3 mo

Horizon

Project

Engagement

Priority 1GEO / AI Search

Win AI Answer Citations

6.7ICE

For "moma hours," "moma tickets," "free admission" and "exhibitions now," ChatGPT, Perplexity and Google AI Overviews increasingly answer without sending a click. MoMA's strong entity authority is under-leveraged in this layer.

DA recommendation: Build AI-citable answer & FAQ content with FAQ schema, then track share-of-voice across AI engines, tracked as a citation program.

Example: FAQPage JSON-LD for visit queries

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    { "@type": "Question", "name": "How much are MoMA tickets?",
      "acceptedAnswer": { "@type": "Answer",
        "text": "Adult general admission is $30; members and children 16
        and under are free. (Verify live pricing before publishing.)" } },
    { "@type": "Question", "name": "What are MoMA's hours?",
      "acceptedAnswer": { "@type": "Answer",
        "text": "MoMA is open daily, typically 10:30 a.m.-5:30 p.m." } }
  ]
}
</script>

Pair with concise on-page Q&A copy so engines can quote it verbatim.

High

Impact

3–6 mo

Horizon

Retainer

Engagement

Priority 2Technical SEO

Legacy URL & Indexability Cleanup

7.0ICE

robots.txt disallows legacy collection paths (/collection/object.php, /collection/artist.php). Confirming modern collection URLs are crawlable, canonicalized and free of duplication protects crawl budget on a very large site.

DA recommendation: Crawl audit (Screaming Frog) to map legacy vs modern URLs, consolidate with 301s and tighten canonical/indexation rules.

Example: 301 map + canonical

# Legacy -> modern collection URLs (server-side 301)
/collection/object.php?object_id=:id  ->  /collection/works/:id   301
/collection/artist.php?artist_id=:id  ->  /artists/:id            301

# Canonical on the modern page
<link rel="canonical" href="https://www.moma.org/collection/works/79802">

Medium

Impact

1–2 mo

Horizon

Project

Engagement

Priority 2Commerce / Store

MoMA Design Store Keyword Expansion

6.3ICE

store.moma.org ranks #1 on branded store terms ("moma design store," 74K vol) but is light on non-branded commercial demand — "design gifts," "modern art prints," "designer home goods." Direct revenue upside.

DA recommendation: Category & product SEO for the store, paired with shopping-feed alignment to capture transactional intent beyond the brand.

Example: non-branded store targets

modern art printsdesigner desk accessoriesarchitectural giftsmid-century home decormuseum gift ideas

<title>Modern Art Prints & Posters | MoMA Design Store</title>
H1: Modern Art Prints & Posters
+ category intro copy + indexable facets for key attributes

Medium

Impact

3–6 mo

Horizon

Retainer

Engagement

Priority 2GEO / Quick win

Publish llms.txt & AI Crawler Policy

7.3ICE

moma.org currently returns 404 for /llms.txt and sets no explicit policy for GPTBot, Google-Extended, PerplexityBot or ClaudeBot. A low-effort, high-signal step to guide how AI engines represent the brand.

DA recommendation: Author and deploy an llms.txt that surfaces priority content, plus an intentional AI-crawler allow/deny policy. Days, not months.

Example: /llms.txt

# The Museum of Modern Art (MoMA)
> Modern and contemporary art museum in New York City.
> Visit info, tickets, exhibitions, and the collection.

## Key pages
- [Visit & Tickets](https://www.moma.org/visit/): hours, admission, location
- [Current Exhibitions](https://www.moma.org/calendar/exhibitions)
- [The Collection](https://www.moma.org/collection/)
- [Plan Your Visit](https://www.moma.org/visit/plan/)

## Contact
- press@moma.org

Medium

Impact

< 1 mo

Horizon

Quick win

Engagement

Priority 3GEO / Entity

Entity & Knowledge Graph Optimization

5.7ICE

Strengthening Organization/Museum schema and aligning Wikidata/Wikipedia entities improves the accuracy of how AI engines and knowledge panels describe MoMA — hours, location, current exhibitions.

DA recommendation: Entity audit and knowledge-graph alignment to lock in authoritative, machine-readable facts.

Example: Organization + sameAs JSON-LD

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": ["Museum", "Organization"],
  "name": "The Museum of Modern Art",
  "alternateName": "MoMA",
  "url": "https://www.moma.org",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "11 West 53 Street",
    "addressLocality": "New York", "addressRegion": "NY",
    "postalCode": "10019", "addressCountry": "US"
  },
  "sameAs": [
    "https://en.wikipedia.org/wiki/Museum_of_Modern_Art",
    "https://www.wikidata.org/wiki/Q188740",
    "https://www.instagram.com/themuseumofmodernart/"
  ]
}
</script>

Medium

Impact

2–4 mo

Horizon

Project

Engagement

Priority 3International

Multilingual / International SEO

5.0ICE

Strong international visitor demand appears in the data (e.g., "museo moma ny"). Translated key pages with hreflang would better serve and capture global tourists planning NYC visits.

DA recommendation: Prioritized multilingual rollout (visit, tickets, hours, top exhibitions) with correct hreflang implementation.

Example: hreflang for key pages

<link rel="alternate" hreflang="en"        href="https://www.moma.org/visit/">
<link rel="alternate" hreflang="es"        href="https://www.moma.org/es/visit/">
<link rel="alternate" hreflang="fr"        href="https://www.moma.org/fr/visit/">
<link rel="alternate" hreflang="x-default" href="https://www.moma.org/visit/">

Medium

Impact

4–8 mo

Horizon

Project

Engagement

Competitive Context — Organic Footprint

MoMA leads peers on organic traffic, but Artsy indexes ~33% more keywords — a direct read on the non-branded breadth opportunity. Source: Semrush (US), trailing data.

Domain	Est. Organic Traffic / mo	Organic Keywords	Authority	Read
moma.org	1,693,262	288,180	72	Brand leader
tate.org.uk	884,632	154,997	—	Editorial depth
nga.gov	885,677	181,251	—	Collection breadth
artic.edu	749,655	139,028	—	Collection breadth
artsy.net	741,286	382,125	—	Non-branded breadth
wikiart.org	546,195	154,375	—	Long-tail artwork

Methodology & sources. Organic metrics are Semrush estimates (US database, trailing window) gathered via the Direct Agents SEO Command Center. GEO readiness reflects a DA assessment of live moma.org signals: robots.txt directives, structured-data coverage (JSON-LD on the homepage), and llms.txt status (returned HTTP 404 at audit time). ICE scores (Impact · Confidence · Ease, 1–10) and time horizons are planning estimates to aid prioritization, not guaranteed results. Prepared for discussion as part of the Direct Agents × MoMA proposal.

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Creative Note: Images are actual MoMA ad creatives pulled from the Meta Ads Library, saved locally so they never expire.

Paid Media Dashboard

Lift Studies

All current lift study recommendations have been actioned.

SEO & GEO Opportunities

The opportunity in one line

Capture Non-Branded Discovery Demand

VisualArtwork & Museum Structured Data

Win AI Answer Citations

Legacy URL & Indexability Cleanup

MoMA Design Store Keyword Expansion

Publish llms.txt & AI Crawler Policy

Entity & Knowledge Graph Optimization

Multilingual / International SEO