#pSEOBreakdown
Ticketmaster Programmatic SEO Case Study
Ticketmaster has rolled out an impressive programmatic SEO strategy to cover various aspects of concerts and theater. Their approach targets 5 key areas, pulling in a massive 108,860,000+ monthly.
Ticketmaster is the largest global ticket marketplace for concerts, sports, and theater events, partnering with event organizers.
#snapshot
Ticketmaster Goes All-in on Organic Growth via pSEO
The key to Ticketmaster’s growth is its focus on organic traffic, achieved by creating 100’s of landing page style pages using programmatic SEO.
Marketing Channel Distribution
A whopping 16.67% of site visits come through organic search. They’ve effectively established a robust programmatic SEO strategic advantage with concerts and theater-relevant keywords like:
- Concert ticket listings
- Event ticket booking platform
Organic Traffic Trends
The site currently attracts 108,860,214 visitors per month through organic search. This represents a 971.15% increase compared to 2 years prior, when monthly visitors totalled 10,162,959.
Over the past 4 months, the site has experienced fluctuation in organic traffic, with visitor numbers fluctuating from 112,384,922 to 108,860,214.
#breakdown
Detailed Analysis of pSEO Areas
Ticketmaster has implemented the techniques of programmatic SEO in the following areas. Let’s have a look at the case study.
#pSEOArea1
Concert ticket listings
The keyword structure for this are follows a consistent pattern, combining head terms with specified modifiers. The pages are generated to capture a wide range of search phrases, such as:
Not only that, the target keywords are strategically crafted to capture a wide range of user intents as well, such as:
- {Artist Name} tour schedule
- {Artist Name} concert venues
- {Artist Name} ticket prices
- {City} {Artist Name} concerts
{Artist Name} Tickets, Concerts Tour Dates
This area targets users seeking artist-specific concert details, enhancing engagement and targeting ticket purchase keywords.
✓
Landing Page-style pages
✓
Commercial search intent
✓
Middle of the Funnel
✓
Product/service page type
#pSEOArea2
Event ticket booking platform
The keyword structure for this are follows a consistent pattern, combining head terms with specified modifiers. The pages are generated to capture a wide range of search phrases, such as:
Not only that, the target keywords are strategically crafted to capture a wide range of user intents as well, such as:
- {Location} concert ticket prices
- {Location} event schedule options
- Buy {Type of Event} tickets {Location}
- Where to purchase {Type of Event} tickets
{Location} {Type of Event} Tickets
This area targets users seeking tickets for specific events in various locations, capturing purchase-ready intent.
✓
Landing Page-style pages
✓
Transactional search intent
✓
Top of the Funnel
✓
Location-based page type
Competitor Traffic Review
Ticketmaster content strategy is also a key factor in why the company is generating more search traffic competitors
Ticketmaster
108,860,214 visitors
stubhub.com
35,826,886 visitors
livenation.com
12,711,171 visitors
vividseats.com
12,890,360 visitors
seatgeek.com
19,537,119 visitors
Programmatic SEO Insights
Lessons from Ticketmaster successful programmatic SEO implementation.
🌟
Context-Driven Internal Linking
Ticketmaster’s event-specific pages integrate contextual links (e.g., “Fans Also Viewed”), creating a seamless navigation path while spreading link equity effectively across the domain.
🌈
Event-Based Seasonal Targeting
It leverages programmatic SEO to align pages with seasonal spikes in search volume for major events or holidays, demonstrating a proactive approach to capturing periodic demand.
💡
Focusing on User Intent Segmentation
The site strategically aligns landing pages with user queries at various funnel stages, such as middle-of-the-funnel artist pages and top-of-the-funnel location pages, optimizing for distinct user intents.
🔮
Harnessing Structured Data
Ticketmaster employs event-specific schema markup, enhancing visibility in rich results and enabling detailed previews of events, a crucial strategy to increase CTRs for transactional queries.
🌌
Leveraging Dynamic Content
By generating location and artist-specific pages dynamically, Ticketmaster provides up-to-date content tailored to user searches, demonstrating how automation can maintain relevance and user engagement at scale.
🔥
Visual Content Optimization
Ticketmaster embeds artist galleries and video previews on event pages, enhancing user engagement while leveraging visual assets to improve SERP click-through rates and time on site.
More Case Studies…
We also have some other programmatic SEO case studies that you can look through.
References and Resources
pSEO Examples List
Access a database of 150+ programmatic SEO examples to learn and get inspired from.
pSEO in WordPress
If you want to implement a similar (to Ticketmaster) pSEO strategy for your WordPress site, please reach out.
Learn pSEO Basics
Access this 4,500+ words of detailed guide to understand the core concepts of programmatic SEO.
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- We pull traffic data from the SimilarWeb API in the #snapshot section, with updates like the latest one on Dec 7, 2024.
- Similarly, Core Web Vitals data in the #breakdown section is updated regularly from the Google PageSpeed API, with the most recent update on Dec 7, 2024.