TicketSwap is a fan-to-fan ticket marketplace with over 8 million users globally. It works with event organizers and venues to prevent fraud and scalping. The document discusses TicketSwap's process of mapping its vertical within the live events industry to identify SEO opportunities, including increasing visibility for artist-related searches. It details challenges around Google classifying most artist pages as "soft 404" errors and having incomplete artist coverage. TicketSwap collaborated across teams to solve these issues and increase indexed artist pages from 2% to 32%, growing impressions and traffic by 70-74%.

1. About TicketSwap

2. About TicketSwap
Fan2fan ticket marketplace - sell and buy tickets to live
events.
8,000,000+ users globally.
Working with 6000+ event organisers, venues, ticketing
companies to eliminate fraud and scalping.

3. Replicating generalised SEO tactics without
understanding your industry.
Problem

4. Agenda
Simple model to map your vertical.
Identifying SEO opportunities within your vertical.
1.
2.

5. Mapping Model

6. Direct
competitors
Mapping Model

7. Indirect
competitors
Direct
competitors
Mapping Model

8. Indirect
competitors
Vertical /
Industry
Direct
competitors
Mapping Model

9. Direct
competitors
Indirect
competitors
Vertical /
Industry
Mapping Model - TicketSwap

10. Direct
competitors
Indirect
competitors
Vertical /
Industry
Mapping Model - TicketSwap
Secondary
ticketing

11. Direct
competitors
Indirect
competitors
Vertical /
Industry
Mapping Model - TicketSwap
Primary
ticketing
Secondary
ticketing

12. Direct
competitors
Indirect
competitors
Vertical /
Industry
Mapping Model - TicketSwap
Music
industry
Primary
ticketing
Secondary
ticketing
+ others...

13. Insight:
Artist-related queries have massive search
volume and traffic potential

15. Goal:
Increase visibility for artist-related searches

16. Challenges

17. Challenges
Google classified >80% of our Artist pages as soft404s.
1.

18. Challenges
2. Only 15,000 artist pages - incomplete coverage.

19. Direct
competitors
Indirect
competitors
Vertical /
Industry
Soft 404s - Finding a solution
Music
industry
Primary
ticketing
Secondary
ticketing

20. Direct
competitors
Indirect
competitors
Vertical /
Industry
Soft 404s - Finding a solution
Music
industry
Primary
ticketing
Secondary
ticketing

23. Results
Before After
Not indexed 98% 68%
Indexed 2% 32%

24. Artist Coverage - Finding a
solution
Direct
competitors
Indirect
competitors
Vertical /
Industry
Music
industry
Primary
ticketing
Secondary
ticketing

25. Artist Coverage - Finding a
solution
Direct
competitors
Indirect
competitors
Vertical /
Industry
Music
industry
Primary
ticketing
Secondary
ticketing

26. Results
Artists in our database (and thus artist pages) increased
from 15.6k to 51k within 3 months.

27. Chartmetric + Spotify Results
Impressions for artist pages increased by 74%.
Traffic to artist pages increased by 70%.

28. Takeaways
Industry knowledge + SEO = winning combo! Talk to
your commercial team, tech. team, and any other
department frequently!
Your tech. team is not just there to execute! Collaborate
with them on coming up with a solution.

29. Thank you
Question time :)
Nicolas Basoalto
Digital Marketing Manager @TicketSwap
/in/nicolasbasoalto