🎃 295% YoY Traffic Increase for Seasonal Content
The challenge:
Halloween and winter holidays are huge seasonal moments for Eventbrite. However, organic content was outdated, and search opportunities were left on the table. These were high-potential topics with solid search volume but outdated information and lackluster performance. We wanted to turn this into a traffic and brand moment.
What I did:
I led a targeted seasonal content refresh strategy:
Identified top-performing seasonal pages with ranking potential and net new keywords with high visibility
Created net new content that aligned with the search intent of the topic but felt elevated and true to our brand
Wove in internal data, organizer quotes, and first-person storytelling to make the content feel fresh and valuable
Optimized for content quality, product tie-ins, and clearer CTAs
Partnered cross-functionally, contributing to holiday GTM strategies and with demand gen and performance marketing for distribution
