#pSEOBreakdown
Vivid Seats Programmatic SEO Case Study
Vivid Seats has implemented a killer programmatic SEO strategy to target various aspects of events and ticketing. Their approach focuses on 4 main areas which helps them to generate a whopping 10,686,000+ visitors per month.
Vivid Seats is a marketplace connecting fans with tickets for sports, concerts, and theater events with secure transactions.
#snapshot
Vivid Seats Goes All-in on Organic Growth via pSEO
The key to Vivid Seats’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 19.02% of site visits come through organic search. They’ve effectively established a robust programmatic SEO strategic advantage with events and ticketing-relevant keywords like:
- Event ticket purchasing
- Event schedule overview
Organic Traffic Trends
The site currently attracts 10,686,409 visitors per month through organic search. This represents a 360.83% increase compared to 3 years prior, when monthly visitors totalled 2,318,938.
Over the past 4 months, the site has experienced fluctuation in organic traffic, with visitor numbers fluctuating from 11,358,312 to 10,686,409.
#breakdown
Detailed Analysis of pSEO Areas
Vivid Seats has implemented the techniques of programmatic SEO in the following areas. Let’s have a look at the case study.
#pSEOArea1
Event ticket purchasing
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:
- {Event Type/Artist} ticket prices
- Cheapest {Event Type/Artist} tickets
- {Event Type/Artist} event schedule
- Buy {Event Type/Artist} tickets
{Event Type/Artist} Tickets
This area targets users seeking event access, capturing purchase intent, and targeting specific event-related keywords.
✓
Landing Page-style pages
✓
Transactional search intent
✓
Bottom of the Funnel
✓
Product/service page type
#pSEOArea2
Event schedule overview
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:
- {Event Name} upcoming schedule
- {Event Name} game dates
- {Event Name} match timings
- {Event Name} fixture list
{Event Name} Schedule
This area targets users seeking detailed event schedules, enhancing visibility for related long-tail keywords in ticketing.
✓
Landing Page-style pages
✓
Informational search intent
✓
Top of the Funnel
✓
Data page type
Competitor Traffic Review
Vivid Seats content strategy is also a key factor in why the company is generating more search traffic competitors
Vivid Seats
10,686,409 visitors
stubhub.com
39,714,310 visitors
ticketmaster.com
100,234,192 visitors
seatgeek.com
18,557,772 visitors
axs.com
19,226,329 visitors
Programmatic SEO Insights
Lessons from Vivid Seats successful programmatic SEO implementation.
📈
Data-Driven Content Iteration
Vivid Seats’ detailed FAQs and structured layouts suggest iterative optimization based on user queries and behavior, demonstrating the value of refining content based on real-time insights.
🚀
Optimization Scope for Page Load
While content depth is a strength, page load metrics like LCP and TBT indicate room for improvement in technical SEO, particularly for mobile users, to enhance performance and user experience.
💡
Balancing Transactional and Informational Intent
Vivid Seats blends transactional and informational intent well, but clearer segmentation of top-funnel informational pages could reduce bounce rates and increase conversions by guiding users better through the funnel.
🌟
Localized and Relevant Content
By featuring location-specific information, such as parking and local game schedules, Vivid Seats enhances its relevance for local searches, improving visibility for geographically targeted audiences.
📱
User-Centric Navigation
The inclusion of interactive elements, such as seating charts and schedule filters, enhances usability and engagement, aligning content structure with user expectations and boosting search performance.
🔨
Content Pruning and Consolidation
Vivid Seats has over 200,000 indexed pages, but not all are likely driving value. Cleaning up low-performing or duplicate pages, such as overly similar schedule pages, could improve crawl efficiency and focus link equity on high-value pages.
More Case Studies…
We also have some other programmatic SEO case studies that you can look through.
References and Resources
Custom AI Scripts
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pSEO Examples List
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- We pull traffic data from the SimilarWeb API in the #snapshot section, with updates like the latest one on May 19, 2025.
- Similarly, Core Web Vitals data in the #breakdown section is updated regularly from the Google PageSpeed API, with the most recent update on May 19, 2025.