@Martin – thanks.
Individual records usually benefit from the usual SEO tricks – field, big text with description high up the page, etc. From what I remember, the new beta V&A collections online do this quite well.
The point about stakeholder desires is always a painful (but horribly true) one. It is indeed often true that what is best for exposing access to a collection (say spending budget on widespread population of Wikipedia) isn’t always the same as the “perception” of success (a spangly, beautiful new website with a sponsor logo on it). In fact, I’ve got another post in the wings all about what and how museums measure project success. But that is for another day..