SEO Strategy and Technical SEO Audits While Finding New Areas of Opportunity. Audit SEM To Find Efficiency.
Ticketmaster engaged Visible Factors to primarily help from an SEO Strategy perspective to understand the existing and future opportunities for the company while also performing Technical SEO Audits to find large scale site concerns to be addressed. Ticketmaster also asked our team to perform audits and provide insight into Google Ads campaigns and find more efficiency and cost savings without sacrificing revenue.
For SEO, we initially wanted to think about things more strategically and wanted to truly understand where (a) the issues were and (b) where there was new opportunity for the company to grow. This lead to a very large keyword research undertaking to understand the intent of the people coming to ticketmaster.com as well as exploring new keyword sets, topics, and themes to identify the opportunities. Also, we spent a lot of time auditing the Ticketmaster website to find technical SEO concerns that could be addressed.
SEM was a very tactical and focused set of audits focusing on each sports league and then concerts. We dug deeply into the campaign setup, keyword targeting, bid strategies, and much more. We provided a monthly audit of each individual theme (e.g. nfl) and walked through the audit with the Ticketmaster team.
What we noticed:
After working with their team we not only noticed technical challenges, but, found many new areas of opportunity in terms of keyword themes focused on “Things To Do”, keywords like “what concerts are in LA this weekend” or “Lakers Games This Weekend”. We also noticed Ticketmaster was severely lacking content and the ability to keep people on the site, which is a big signal now within the search algorithms. With the adwords campaigns we found many items the team could address but the most predominant was overbidding on keywords for the #1 paid ad in Google.