SECTOR · TICKETING AND LEISURE
Every event opens a search window that closes on its own once tickets sell out.
In ticketing demand is born, peaks and disappears with the event itself. We work so the listing ranks from minute one of the on-sale, not once half the capacity is already gone.
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Brands that have trusted Laika
The people who call us sell something that expires on a fixed date.
The event is announced and you have to rank in days, not months
There's a short window between the announcement and the on-sale. If the listing isn't ready for that moment, search traffic gets captured by resellers or the artist's own page.
Thousands of events enter and leave the catalogue every week
Dates sell out, get cancelled or postponed daily. Every ghost event left indexed with no real tickets drains authority from the rest of the catalogue.
You compete with resale sites and with the venue's or artist's own page
The same search shows resale sites with inflated prices and the event's official page. You have to decide which searches can be won fairly and which can't.
The same event gets searched in a thousand different ways
By artist name, by venue, by city, by date. Each variant needs its own place in the catalogue without duplicating content or cannibalising rankings.
The events calendar is seasonal within every category
Festivals in summer, theatre in autumn, sport all year but with its own peaks. Each wave has to be anticipated instead of reacted to once it has already started.
The scope
SEO in ticketing means managing a catalogue that is born and dies with each event. We prepare visibility before the on-sale and retire it with judgement once the event is over, so the catalogue doesn't drag dead pages behind it.
We work on the structure by artist, venue, city and category, and on the indexing speed for new events versus the cleanup of the ones already gone.
Which capabilities matter here
In this sector not every capability carries the same weight. These are the ones that move the outcome during the on-sale window.
High weight
Search enginesThe base: catalogue structure by artist, venue and city, and fast indexing when a new event is announced.
Medium weight
AI visibilityMore and more people ask AI when and where someone is performing. Having the answer mention you instead of resale sites matters.
Medium weight
ConsultingDeciding ahead which event categories are worth working hard and which don't pay off against resale competition.
Social search matters less here than in other sectors, so we don't force it: if it starts moving real ticket sales, we'll tell you with data.
The areas of work
Four areas of work built for a catalogue that lives and dies with each event: first the structure, then publishing speed, then the listing itself and finally the cleanup.
Architecture by artist, venue and city
Make sure every event has one strong page instead of several competing against each other.
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- Category structure by artist, venue, city and event type
- Criteria for merging or splitting variants of the same date without cannibalising
- Internal linking between event, artist and venue so they reinforce each other
- A content template that works for thousands of events without sounding generic
On-sale indexing speed
Get the listing crawled and indexed before the on-sale starts, not days after.
See the detail
- A process to publish and notify search engines as soon as an event is announced
- Crawl priority for categories with an imminent on-sale
- Detection of events that are slow to index and why
- Announcement calendar cross-checked with crawling to anticipate publishing peaks
Event listing and trust
Make the listing answer the doubts that push people to buy from resellers out of distrust.
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- Capacity, access and terms answered before the buying doubt appears
- Official price versus resale price signalled clearly
- Frequently asked questions by event type (concerts, theatre, sport) worked into the listing
- Event structured data to show up with date, price and availability
Cleanup of expired catalogue
Stop past events from draining authority or confusing the user.
See the detail
- Criteria to redirect, mark as sold out or retire a past event's listing
- What to do with events that repeat every year or every tour
- Detection of cancelled or postponed events still indexed
- Recovering authority from a past date towards the artist or venue page
Who does it?
The project is run by a senior profile with experience in catalogues that change daily. MJ leads the strategy and the specialist team works structure, publishing and event content.
Why Laika?
We know the pressure of selling something that expires on an exact date, because we've worked in it.
A six-month plan is no use here if the on-sale is next week. You have to be ready for the next announcement, not the quarter.
You always talk to whoever decides
There's no management layer between you and the judgement. MJ leads the strategy and the specialist team executes.
If we're not the right fit, we say so
Even if that means there's no project for us, we'd rather say so before signing.
We work against the announcement calendar
We set what has to be ready before each on-sale, not after the sale has already started.
We know which searches you aren't going to win
Against resale there are battles not worth fighting. We'd rather say so and spend the effort where there is margin.
Frequently asked questions
Can you have the listing ready before the ticket sale starts?
Yes, if we have the announcement with enough lead time. We work the process so the listing is published and indexable before the on-sale, not as a reaction to it.
How do we compete with resale sites on the same search?
Not equally on every search. We prioritise the variants where the official site has a real edge in trust and price, and we don't spend effort where resale already dominates in a way that's hard to shift.
What do you do with events that have already happened?
It depends on whether they repeat or not. Recurring ones keep their page with history; the ones that won't return get redirected or retired with judgement to avoid dead pages in the catalogue.
Do you also work on visibility in AI assistants?
Yes, as a medium-weight layer. More people are asking directly when an artist is performing or where to buy a ticket, and that answer can be worked too.
Tell us when your next on-sale is
With your catalogue and your announcement calendar we can tell you what needs to be ready and by when.
The next on-sale is prepared before it's announced.
Tell us where you are and we'll tell you what needs to be ready, and by when.
We look at your project before proposing anything. Reply within two working days at most.
Let's talk about your project