#pSEOBreakdown
Ticketmaster has rolled out an impressive programmatic SEO strategy to cover various aspects of events and ticketing. Their approach targets 5 key areas, pulling in a massive 100,234,000+ monthly.
Ticketmaster is the largest global ticket marketplace for concerts, sports, and theater events, partnering with event organizers.
#snapshot
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.
A whopping 19.07% of site visits come through organic search. They’ve effectively established a robust programmatic SEO strategic advantage with events and ticketing-relevant keywords like:
The site currently attracts 100,234,192 visitors per month through organic search. This represents a 886.27% increase compared to 3 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 103,183,360 to 100,234,192.
#breakdown
Ticketmaster has implemented the techniques of programmatic SEO in the following areas. Let’s have a look at the case study.
#pSEOArea1
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:
This area targets users seeking artist-specific concert details, enhancing engagement and targeting ticket purchase keywords.
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Landing Page-style pages
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Commercial search intent
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Middle of the Funnel
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Product/service page type
#pSEOArea2
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:
This area targets users seeking tickets for specific events in various locations, capturing purchase-ready intent.
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Landing Page-style pages
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Transactional search intent
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Top of the Funnel
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Location-based page type
Ticketmaster content strategy is also a key factor in why the company is generating more search traffic competitors
Ticketmaster
100,234,192 visitors
stubhub.com
39,714,310 visitors
livenation.com
17,409,447 visitors
vividseats.com
10,686,409 visitors
seatgeek.com
18,557,772 visitors
Lessons from Ticketmaster successful programmatic SEO implementation.
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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.
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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.
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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.
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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.
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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.
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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.
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