SEO for event ticketing

Search Engine Optimization is not an easy topic. In a world full of truths, half-truths and plain lies, it's good to start covering some base facts. If you are new to this, we can recommend The Google Webmaster Academy to get an introduction to SEO, Google Webmaster Forum to find answers to concrete questions, and The Google Webmaster Blog to keep up-to-date with current trends and topics.

Or, if you just want to improve the SEO of your ticket selling pages, just keep reading. That's probably easier.

There are a lot of stuff happening behind the curtains of a Koliseo event page:

  • We offer your event using a schema format that can be easily crawled and indexed by search engines, so instead of seeing an abstract web page they can go further and understand an event with photo, description and dates. This same technology also makes your tickets more visible in your mail inbox.
  • Search engines do excel in semantic search so that searching for "tickets" or "entradas" will get you to the same page, but we also use locale-aware pages to guarantee that either the Spanish or English version of the page will appear in the results page without getting duplicated, which would hurt Search Engine positioning.
  • Finally, each event page in Koliseo includes Twitter and Facebook metadata. We do that to include the description and picture every time someone shares your ticketing page on social networks, because, you know, good-looking sells.

One of our tweets in action

This is just part of our SEO story. Today we want to tell you how you can make it better.

Best practices to help us with your SEO

Cool URLs don't change. The main difference between Koliseo and other ticketing platforms is that the same event can have multiple dates and times, making it unnecessary to change the URL: just go to the same event page from last year and add another date and location, and you're done. There are a couple of things that you can do without hurting SEO, though:

  • Change the title: When people arrive, they want to know that they are in the correct web page. Put the year in the page title, but not in the URL. See that your event has a URL that will be the same every year, such as http://koliseo.com/icoloma/santa-is-coming-to-town, then change the page title to make visitors know that they are at the right spot to purchase their tickets for 2014, or whatever the year happens to be.

One of our events in action

  • Change the background photo: Specially when you expect your audience to repeat, show proper care and don't reuse the same ol' picture from last year. Go with something new, our photo manager is there to be used.

  • Add a hl parameter if you want to specify the user language: Koliseo supports a hl argument on every URL. The default should be fine for most cases, but if you want to override the user locale and display the page in Spanish, for example, add ?hl=es at the end of your URL. This parameter is understood, and it doesn't affect your SEO at all.

Here's the gist of it: Web Search Engines (such as Google) need to know if a page is interesting because it's and old and well established source or a new, up-to-date source. This is a problem when selling tickets, and you may find that your web page of 2013 is ranking better that your same event for 2014 if, for example, last year was more popular or you are just experiencing a slow start.

By reusing your same URL for your event and keeping the page updated, you are removing from the search engine the need to make decisions. The ticket selling page does not change, which makes your PageRank stronger year after year, growing your SEO without any need of throwing money at it.