COVID OBLITERATED RANKINGS - HOW A HEAVY CONTENT AND BACKLINK AUTHORITY CAMPAIGN PREVAILED IN HARD TIMES
The Ticket Merchant has always been dominant with organic rankings online, until Covid absolute y killed the event and online ticket industry. With all businesses struggling, coming out of COVID pproved extremely difficult, so ranking the website and bringing in quality traffic full of purchasing intent was vital for this client.
The Ticket Merchant is a Ticket Marketplace based in Melbourne, Australia who have been operating for over 15 years.
Tickets listed on The Ticket Merchant are from trusted Australian re-sellers who they have long standing relationships with and sell a huge number of tickets to major events including sport, music, theatre and general entertainment.
The ticket industry was completely ruined through the Covid outbreak and Reform Digital were engaged by The Ticket Merchant quite early on to assist with SEO. The brief was based around maintaining rankings during this tough time, to ensure that when covid eased up and events could start taking place again, The Ticket Merchant weren’t falling behind their competitors.
This brief has evolved over time and now there is an expectation for a minimum of 30% organic growth year on year.
With a mammoth website having over 20,000 pages, the initial On Page optimisations were lengthy, but necessary. After completing this, there was an obvious need for high quality content written across all of the major pages on the website and a particular need for some highly authoritative links to improve domain and url authority.
Also with specific events opening at specific times, this campaign has to be agile to adapt to any movements in the day to day of the events industry. The Reform Digital team have had to constantly update priorities of target pages for particular events as they become more popular around certain times.
After a rough slog to begin the campaign, once things became a bit clearer, the organic traffic channel started to improve drastically. A massive 145% improvement in organic traffic has been the star result here, with a great improvement of 44 specific keywords now ranking on page 1 of Google as well. This has led to a further 77% increase in organic enquiries, which is amazing as the events industry is still not at full capacity due to COVID lingering.