Ticketmaster Ticket Exchange Marketing Program
Leading the SEO team for Ticketmaster and their new Ticket Exchange product proved to be one of the most enjoyable experiences in my career. The end goal was obviously to drive more traffic through the natural listings on Google but in this case we had some exceptional circumstances that we needed to navigate carefully.
The program began as a partnership between Ticketmaster’s secondary branch and the NFL as a way to deliver fans “Authentic” tickets on the resale marketplace. This feature was unique to the Exchange as each ticket was verified by Ticketmaster. The problems we faced were unique in this was a brand new URL. It did not come with diverse link profile or name recognition.
We had to develop a campaign that would help grow the site organically while also trying to build a brand name from scratch. At the start of the campaign a majority of all traffic was coming from paid and referral but as the SEO campaign gained traction we grew to be driving 30% of all traffic to the NFL Ticket Exchange. This resulted in tremendous year over year numbers and had the side benefit of brand recognition.
All of this was accomplished through a strategic outreach campaign, link building tactics, and solid interlinking and messaging. These same principles can be applied to nearly all sites out there but this one was unique in that it was 2 giant corporations getting behind SEO and supporting our initiatives from the very beginning.