How StubHub Improved Discoverability across LATAM With On-Going SEO Optimization

Introduction

StubHub is one of the world’s largest ticket marketplaces, offering millions of live events across sports, concerts, theater, and entertainment. After being acquired by eBay in 2007, the brand expanded rapidly, especially after buying the Spanish company Ticketbis in 2016. Latin America became a strategic region with major opportunities, particularly in Mexico, Brazil, and Argentina — markets with strong demand for concerts and live sports. 

To stay competitive, StubHub needed consistent SEO support to maintain visibility across these fast-moving categories and ensure its platforms performed reliably in search. 

Challenge

StubHub required dedicated, full-time SEO support for its key LATAM websites (Mexico, Brazil, and Argentina). These markets carried enormous potential, but without continuous monitoring and optimization, organic performance had begun to fall behind. Ranking gaps, content inconsistencies, and missed opportunities around high-volume events were limiting the visibility and conversions StubHub needed to stay ahead of competitors. 

The challenge was not only to stabilize SEO performance but to build a structure capable of supporting ongoing improvements across multiple markets at once. 

Solution

We designed a customized SEO program for the LATAM teams, focusing on hands-on execution, close coordination with stakeholders, and continuous optimization. The work focused on four main areas: 

Content Assessment and Optimization.
We carried out regular evaluations of category and event pages to identify content issues, ranking opportunities, and technical improvements. We looked at traffic, conversions, revenue, and keyword trends, and aligned priorities based on both performance data and upcoming events in each market. 

Content and Category Upkeep.
Many pages required ongoing maintenance due to fast-changing event calendars. We monitored category performance, fixed ranking declines, and evaluated organic visibility across “super categories.” We also worked closely with regional teams to solve emerging issues quickly. 

Content Expansion and New Opportunities.
We identified new acquisition opportunities within each market — for example, supporting Argentina’s blog/magazine, adapting content from global campaigns, and creating localized landing pages for high-demand events. When relevant, we recommended new product or event categories based on search value. 

Governance and Reporting.
We provided regular reporting and ad-hoc deep dives to highlight performance trends and establish clear next steps. This included ongoing communication with StubHub stakeholders, development of SEO guidelines, and realignment of strategy based on market behavior and upcoming event demand. 

Results

Our SEO support program helped StubHub strengthen visibility across key LATAM markets and improve multiple performance indicators. 

Here are some of the highlights: 

StubHub Mexico 

  • SEO orders/conversions: a 7% increase in Q3 and Q4/2019 compared to the previous year (source: internal analytics data) 
  • SEO conversion rate: a 40% increase in Q3 and Q4/2019 compared to the previous year (source: internal analytics data) 
  • SEO rankings: at the end of 2019, 69% of tracked keywords ranked in positions 1-3, with an additional 27% ranking in the first results page (positions 4-10) for both desktop and mobile searches (source: Conductor Searchlight) 

 

  • Organic traffic share against main competitor (Viagogo) increased to 48.60% in November 2019 compared to 36.19% in July 2019 (source: SimilarWeb). 

 

StubHub Brazil 

  • SEO traffic: 54% increase in SEO sessions during Q3 and Q4/2019 compared to the previous year (internal analytics data). 
  • SEO orders/conversions: 85% increase in Q3 and Q4/2019 compared to the previous year (internal analytics data). 
  • SEO conversion rate: 20% increase in Q3 and Q4/2019 compared to the previous year (internal analytics data). 
  • SEO revenue: 55% increase in SEO revenue in Q3 and Q4/2019 compared to the previous year (internal analytics data). 
  • SEO rankings: At the end of 2019, 68% of tracked keywords ranked in positions 1–3, with an additional 24% ranking on the first results page in both desktop and mobile searches (source: Conductor Searchlight). 

 

  • SEO traffic share: Organic traffic share against main competitor (Viagogo) increased to 26.83% in November 2019 from 13.31% in July 2019 (source: SimilarWeb). 

 

 

StubHub Argentina 

  • SEO conversion rate: 46% increase in SEO conversion rate during Q3 and Q4/2019 compared to the previous year (internal analytics data). 
  • SEO rankings: At the end of 2019, 51% of tracked keywords ranked in positions 1–3, with an additional 35% ranking on the first results page in both desktop and mobile searches (source: Conductor Searchlight). 

  • SEO traffic share: Organic traffic share against main competitor (Viagogo) increased to 48.53% in November 2019 from 47.68% in July 2019 (source: SimilarWeb). 

Conclusion

LATAM is a dynamic and highly competitive region for the ticketing industry. To take full advantage of the demand for live events, StubHub needed a consistent and structured SEO approach aligned with its business goals. 

Through ongoing optimization, regular analysis, and close collaboration with regional teams, we strengthened organic visibility and improved the main KPIs tied to traffic, conversions, and revenue. The program gave StubHub a more stable foundation in these key markets and helped position the brand for continued growth.