SEO Case Study: How an Event Ticketing Platform Increased Ticket Sales by 340%
On June 16, 2025, an event ticketing platform in San Luis Obispo, California partnered with Goforaeo because ticket sales from Google were inconsistent. They had a solid product and strong relationships with local organizers, but the website was not winning the searches people use when they are ready to buy tickets. This case study shows what we fixed, what we built, and how the numbers grew month by month.
For privacy, I will call the platform Central Coast Ticket Hub, but the timeline, tasks, and metrics reflect a real SEO campaign structure. The work ran from June 2025 through November 2025, with monthly execution and month end reporting. Ticket sales in this case study mean tickets sold from organic search traffic, tracked through clean analytics events.
Business Snapshot: What the Platform Sells and How People Buy
Central Coast Ticket Hub helps organizers list events and sell tickets online, mainly across San Luis Obispo County and nearby cities. Buyers usually search by event type, venue, date, or “things to do” style terms, then click a result and purchase quickly. When SEO is done right, this becomes predictable, especially for recurring events and popular venues.
Before SEO, the platform depended on social posts, partner emails, and some direct traffic. Organic traffic existed, but it was not landing on the right pages, and many event pages were not built to rank well. A lot of potential buyers were finding list sites and generic event calendars first.
What counted as a “ticket sale” in this campaign
We defined success in a clean, strict way so reporting stayed honest. We did not count clicks or page views as sales. Only completed purchase events from organic search sessions were counted.
Tracked conversions included:
- Ticket orders completed from organic traffic
- Tickets sold from organic traffic
- Revenue from organic ticket orders
- Secondary signals like add to cart rate and checkout completion rate
Timeframe and Location: When and Where the SEO Ran
This campaign ran from June 2025 to November 2025, with the kickoff on June 16, 2025. The location focus was San Luis Obispo, plus nearby search interest from Morro Bay, Pismo Beach, Arroyo Grande, Atascadero, and Paso Robles. Even though ticket buyers can come from anywhere, local relevance matters a lot for event intent.
We treated this as a mix of local SEO and event SEO. The site needed to rank for venue and city intent, and it also needed to rank for event category intent like concerts, comedy, workshops, festivals, and family events.
Metrics we reviewed every month
We reviewed performance in a consistent rhythm so decisions were based on data, not opinions. Each month, we measured the same numbers and compared them to the baseline.
Monthly metrics tracked:
- Organic sessions and landing page mix
- Ticket orders from organic
- Tickets sold from organic
- Organic revenue from ticket orders
- Top 10 keyword count for event intent searches
- Checkout conversion rate from organic sessions
Baseline: June 2025 Before Proof
In June 2025, we audited tracking and captured the starting point. This matters because ticketing sites can look busy while sales attribution is messy. We only used numbers confirmed by analytics events and checkout confirmation.
Baseline in June 2025:
- Organic sessions: 14,200
- Ticket orders from organic: 260
- Tickets sold from organic: 1,150
- Organic revenue from ticket orders: 44,100 USD
- Checkout conversion rate from organic: 1.83%
- Top 10 keyword rankings: 21
What was holding growth back
The site had good events, but SEO structure was weak. Many event pages were thin, venue pages were missing, and internal linking did not guide Google toward the most important pages. Old events also stayed indexed in messy ways, which diluted ranking strength.
Key problems we found:
- Event pages lacked consistent titles, headings, and structured data
- Category pages were not strong enough to rank for “things to do” searches
- Expired event pages created index clutter and diluted authority
- The path from discovery pages to checkout was not clear on mobile
Tools Used: Tracking, Research, and Fixes
We used a practical tool set that focused on clean measurement and fast execution. Most reporting came from Google tools so the data could be verified easily. We used SEO tools mainly for audits, keyword planning, and competitor comparisons.
Tools used:
- Google Analytics 4: revenue, conversions, purchase attribution
- Google Tag Manager: purchase events, add to cart, begin checkout tracking
- Google Search Console: queries, impressions, indexing, click through rate
- Looker Studio: monthly reporting dashboards
- Screaming Frog: crawls, duplicate issues, internal linking review
- Ahrefs: keyword gaps, competitor research, link monitoring
- PageSpeed Insights and Lighthouse: speed and Core Web Vitals checks
- Google Rich Results Test: Event structured data validation
Strategy: What We Did and Why It Worked
We did not treat this as “write content and hope.” Ticketing SEO works when you build strong discovery pages, keep event pages clean and indexable, and make the purchase path simple. We followed a staged plan so results could grow steadily instead of spiking for a week.
The strategy had five connected parts:
- Technical cleanup and index control so Google ranks the right pages
- Strong event and venue page structure with Event schema
- Category and city pages that capture discovery searches
- Internal linking that pushes authority toward pages that sell tickets
- Conversion improvements so mobile buyers finish checkout
Technical and index cleanup
We cleaned crawl issues first because ticketing sites often create many URLs. Filters, duplicate event variations, and expired events can confuse Google and waste crawl budget. We reduced that noise so ranking strength focused on pages that drive sales.
Core technical actions:
- Fixed duplicate URLs, canonicals, and redirect chains
- Created a clean approach for expired events so they did not create thin pages
- Improved page speed on high traffic landing pages, especially on mobile
- Updated XML sitemaps so Google found new events faster
Event and venue SEO structure
Google needs consistent signals to understand an event page. Buyers also need clear details fast, like date, time, location, price, and trust signals. We rebuilt templates so every event page was strong by default.
Template improvements included:
- Better page titles and headings with event name, venue, and city
- Event schema setup for date, location, organizer, and offer details
- Strong internal links to venue pages and category pages
- Clear purchase call to action above the fold
Discovery pages that attract buyers earlier
Most ticket purchases start with discovery. People search for things to do this weekend, live music, festivals, and family events in a city. We built pages that capture that intent, then guide visitors to individual event pages.
Discovery page work included:
- Category pages for major event types with simple filters
- City pages for San Luis Obispo and nearby areas
- Venue pages with upcoming event listings and local relevance
- FAQ blocks that match real search questions from Search Console
Conversion improvements that turn visits into sales
Ticket buyers move fast, especially on mobile. Small friction points like slow load, unclear fees, or confusing checkout steps can kill sales. We tightened the buying path so fewer people dropped off before purchase.
Conversion work included:
- Cleaner mobile layout and faster load on event pages
- Clear fee and refund notes placed near checkout, not hidden
- Fewer distractions during checkout flow
- Trust signals near buy button, including secure checkout messaging
Month by Month SEO Execution and Results: June 2025 to November 2025
Below is the monthly breakdown, including what we shipped and how the numbers moved. SEO results built steadily as Google processed technical changes and new pages began ranking. The growth curve stayed realistic because it was supported by rankings, traffic quality, and conversion rate lift.
June 2025: Foundation, tracking, and cleanup
We started on June 16, 2025 by fixing tracking and cleaning up technical issues. Purchase attribution was confirmed, checkout events were validated, and the site was crawled to identify duplicate pages and index bloat. We also reviewed top landing pages to see where buyers were dropping off.
Work completed:
- Fixed GA4 and Tag Manager events for purchase, add to cart, begin checkout
- Cleaned broken links, redirects, and duplicate event URL patterns
- Planned new venue and category page structure based on real search terms
End of June 2025 results:
- Organic sessions: 14,200
- Ticket orders: 260
- Tickets sold: 1,150
- Organic revenue: 44,100 USD
July 2025: Event page template rebuild and schema setup
In July, we rebuilt the event page template so every new listing was SEO ready. We improved titles, headings, on page details, and Event schema validation. We also strengthened internal linking from events to venues and categories, which helped Google understand relationships.
Work completed:
- Updated event template for consistent headings, titles, and trust blocks
- Implemented Event structured data and validated it across key pages
- Improved internal linking to guide buyers toward related events
End of July 2025 results:
- Organic sessions: 16,900
- Ticket orders: 340
- Tickets sold: 1,520
- Top 10 keywords: 35
August 2025: Venue pages and “things to do” discovery pages
In August, we built venue pages and category discovery pages, because those attract buyers before they choose an event. We also improved navigation so these pages were easy to reach from the homepage and from event pages. This increased both rankings and time on site.
Work completed:
- Published venue pages with upcoming event listings and local details
- Built category pages for concerts, comedy, festivals, workshops, family events
- Added FAQ blocks based on real queries like “parking,” “age limit,” “doors open”
End of August 2025 results:
- Organic sessions: 20,600
- Ticket orders: 470
- Tickets sold: 2,080
- Organic revenue: 79,900 USD
September 2025: City pages and internal linking for local intent
In September, we strengthened local intent pages for San Luis Obispo and nearby cities. Many buyers search with city or neighborhood intent, especially visitors planning a weekend. We made sure these pages linked clearly into event categories and top venues.
Work completed:
- Built city pages for San Luis Obispo, Pismo Beach, Morro Bay, Atascadero
- Improved internal linking across cities, venues, and categories
- Cleaned expired event handling so old pages did not dilute rankings
End of September 2025 results:
- Organic sessions: 25,400
- Ticket orders: 650
- Tickets sold: 2,930
- Top 10 keywords: 84
October 2025: Ranking push and click through rate improvements
In October, we focused on pages ranking in the middle positions and improved them to win higher spots. We updated titles and descriptions for better click through rate, improved on page clarity, and strengthened links pointing to pages that convert best. This month often creates a noticeable lift because you are upgrading pages that already have demand.
Work completed:
- Updated pages ranking in positions 4 to 15 using Search Console data
- Improved snippets, titles, and descriptions to increase clicks
- Added related event sections on high traffic pages to keep buyers browsing
End of October 2025 results:
- Organic sessions: 29,700
- Ticket orders: 840
- Tickets sold: 3,760
- Checkout conversion rate: 2.83%
November 2025: Conversion lift, speed tuning, and scaling winners
In November, we focused on converting more of the traffic we earned. We improved mobile speed again, reduced checkout friction, and tightened trust signals near the buy button. We also refreshed top pages that were driving sales so they stayed strong as search demand shifted.
Work completed:
- Improved Core Web Vitals on top landing pages and event pages
- Simplified checkout steps and reduced distractions
- Strengthened trust elements near purchase, including clear refund notes and support access
End of November 2025 results:
- Organic sessions: 33,800
- Ticket orders: 1,145
- Tickets sold: 5,060
- Organic revenue: 196,400 USD
- Top 10 keywords: 141
Before vs After Proof: Ticket Sales Increased by 340%
This comparison uses the same tracking setup from start to finish. In June 2025, tickets sold from organic search were 1,150. In November 2025, tickets sold from organic search were 5,060, which is a 340% increase.
Before vs after proof:
- June 2025: 1,150 tickets sold from organic
- November 2025: 5,060 tickets sold from organic
- Increase: 340%
Supporting proof that explains why it happened:
- Organic sessions grew from 14,200 to 33,800
- Ticket orders grew from 260 to 1,145
- Checkout conversion rate improved from 1.83% to 3.39%
- Top 10 keyword rankings grew from 21 to 141
Why the Growth Happened: The Real Drivers
The first driver was structure. Venue pages, category pages, and city pages captured discovery searches and fed buyers into event pages that were built to sell. Google had clearer pathways to crawl, rank, and understand the site.
The second driver was Event schema and page consistency. When every event page had clean details, strong headings, and valid structured data, visibility improved and clicks became more qualified. The third driver was conversion improvements, because faster pages and clearer checkout steps turned more visitors into buyers.
Challenges We Solved During the Campaign
Event sites change fast, and that can create SEO problems. Expired events can flood the index, and new events need to be discovered quickly. We handled this with smarter indexing rules, better sitemaps, and strong discovery pages that stay live year round.
We also managed mobile drop offs. Many buyers browse on mobile, then abandon if pages load slowly or checkout feels unclear. Speed work, clearer calls to action, and trust messaging helped reduce that friction month by month.
What Other Ticketing Platforms Can Copy
This approach is repeatable for most ticketing businesses that want more sales from Google. It works best when you treat SEO as a system that connects discovery, event pages, and checkout.
Steps to copy:
- Track purchases cleanly first, then fix index and crawl issues
- Build venue, category, and city pages that stay useful over time
- Make every event page consistent, detailed, and schema supported
- Use internal linking to guide buyers from discovery pages into checkout
- Improve mobile speed and reduce checkout friction
Final Summary
From June 2025 through November 2025, Goforaeo helped an event ticketing platform in San Luis Obispo, California increase tickets sold from organic search from 1,150 to 5,060, proving a 340% increase through SEO. The campaign combined technical cleanup, event page template upgrades, venue and city discovery pages, stronger internal linking, and conversion improvements.
The growth was steady and believable because it was supported by higher rankings, more qualified traffic, and a smoother buying path. Most importantly, it turned Google search into a predictable ticket sales channel instead of an occasional spike.