Eventbrite 是全球最大的活動科技平台之一，在 180 多個國家/地區舉辦過數百萬場活動。他們的搜尋引擎最佳化 (SEO) 團隊自 2015 年起就開始在網站上使用 Event 結構化資料，協助活動舉辦方提升活動的網路能見度和曝光率，因此當 Google 於 2017 年 5 月針對行動裝置推出全新的活動搜尋服務時，Eventbrite 也已經做好萬全準備，可以立即採用新服務。Eventbrite 產品經理 Allen Jilo 表示：「我們先前在 SEO 方面投注的努力，帶來了相當顯著的成效；當 Google 開始針對活動使用 schema.org 標記，我們立刻發現活動在搜尋結果中會以不同的方式呈現，所以希望和 Google 更加密切合作，進一步拓展既有成果。」
解決方法
全新的搜尋服務採用了 Event 結構化資料，可協助使用者透過 Google 搜尋以及 Google 地圖等其他產品尋找活動。除此之外，多元化搜尋結果往往包含進階互動功能，讓使用者可以直接在 Google 搜尋服務中進行特定操作，例如查看活動詳細資料。舉例來說，如果某個市場啟用了多元化活動搜尋功能，那麼當使用者搜尋「丹佛的演唱會」時，系統就能呈現沉浸式活動搜尋體驗。
在加入 Google 建議的結構化資料屬性後，SEO 團隊便測試了各種活動頁面。Jilo 表示：「因為有結構化資料，Google 可以向使用者顯示活動日期、舉辦場地和其他重要詳細資料，讓這些活動資訊從其他搜尋結果中脫穎而出。一開始，我們還不是很確定這種做法能發揮什麼成效。」
成果
同時進行多項搜尋引擎最佳化 (SEO) 專案，難免讓人難以判定究竟是哪項專案帶動流量、轉換數或銷量的上升；不過 Eventbrite 相信 Google 的活動搜尋服務確實卓有成效。Jilo 仔細說明他們的分析結果：「實作新搜尋服務後的隔月，我們查看 Google Analytics 的結果時發現，與去年同期相比，從 Google 搜尋流往我們活動資訊頁面的一般流量大約成長為 2 倍。」他認為多元化搜尋服務「對於帶動流量以及提升售票量絕對有所幫助」。
100%
Google Analytics 顯示，從 Google 搜尋流往活動資訊頁面的一般流量與去年同期相比的增幅
Jilo 也提到：「在兩至三週內，我們就發現 Google 搜尋結果開始以不同的視覺效果呈現我們的活動。Google 搜尋服務確實可以吸引更多使用者的目光，讓他們注意到我們的活動頁面；而當這些使用者轉換為消費者，活動舉辦方的售票量就會逐步上升。」
Eventbrite 已在主要搜尋頁面上實作 Event 結構化資料，預計日後也會為所有新的搜尋頁面類型啟用這項功能。Jilo 表示：「我們之後一定也會為新頁面加入 Event 結構化資料，因為 Google 的活動搜尋服務對我們來說實在是好處多多。」
[[["容易理解","easyToUnderstand","thumb-up"],["確實解決了我的問題","solvedMyProblem","thumb-up"],["其他","otherUp","thumb-up"]],[["缺少我需要的資訊","missingTheInformationINeed","thumb-down"],["過於複雜/步驟過多","tooComplicatedTooManySteps","thumb-down"],["過時","outOfDate","thumb-down"],["翻譯問題","translationIssue","thumb-down"],["示例/程式碼問題","samplesCodeIssue","thumb-down"],["其他","otherDown","thumb-down"]],[],[[["\u003cp\u003eEventbrite implemented Event structured data to enhance the visibility of events in Google Search and other products like Google Maps.\u003c/p\u003e\n"],["\u003cp\u003eAfter implementing the structured data, Eventbrite observed a 100% increase in year-over-year traffic growth from Google Search to their event listing pages.\u003c/p\u003e\n"],["\u003cp\u003eThe enriched search experience, powered by structured data, provides users with key event details directly in search results, leading to increased traffic and ticket sales for Eventbrite's event creators.\u003c/p\u003e\n"],["\u003cp\u003eEventbrite plans to continue leveraging Event structured data for new discovery pages to further improve event visibility and discoverability.\u003c/p\u003e\n"]]],["Eventbrite implemented Google's `Event` structured data across their website, leveraging it for a new search experience that allows users to find events via Google Search and Maps. This involved adding structured data markup to all events, using Google's documentation and tools to ensure accuracy. Following this, Eventbrite saw a 100% increase in the typical year-over-year growth of traffic from Google Search to their event listing pages. The new experience enhanced event visibility and led to more ticket sales.\n"],null,["# Eventbrite Event Markup Case Study | Google Search Central\n\nEventbrite boosted traffic 100% with the events search experience on Google\n===========================================================================\n\nPublished on May 8, 2018\n\nChallenge\n---------\n\n\nEventbrite is the world's largest event technology platform, powering millions of events in\n180+ countries and territories. Their search engine optimization (SEO) team began using\n[`Event` structured data](/search/docs/appearance/structured-data/event)\non their website in 2015 to boost the online visibility and discoverability of creator's\nevents. This made them perfectly prepared to participate in Google's new search experience\nfor events on mobile when it launched in May 2017. \"We had seen some great traction through\nour SEO efforts,\" says Allen Jilo, an Eventbrite product manager. \"Around the time Google\nstarted to leverage the schema.org markup for events, we noticed that events were showing up\nin search results in a different way. We were interested in working more closely with Google\non scaling that.\"\n\nSolution\n--------\n\n\nThe new search experience, which leverages `Event` structured data,\nhelps users find events through Google Search and other products such as Google Maps. In\naddition, [enriched search\nresults](/search/docs/appearance/enriched-search-results) often include advanced interactive features, which let users perform certain\nactions (such as viewing event details) while still in Search. For example, if a user\nsearches for \"concerts in Denver,\" an immersive-event discovery experience appears in\nmarkets where the enriched event search is active.\n\n\nEventbrite's SEO team followed Google's [event\ndocumentation](/search/docs/appearance/structured-data/event) when implementing `Event` structured data more\nwidely across their website. Working with a base template, \"the actual implementation time\nwasn't too long at all,\" Jilo says. The team made only minor tweaks to their structured data\nafterward, and found the events experience to be extremely scalable. Now, any event published\nacross [Eventbrite](https://www.eventbrite.com/) has structured data markup, and\nconsumers in the US will be shown the enriched search results, allowing them to more easily\nbrowse and discover things to do. Eventbrite also used [Search Console](https://search.google.com/search-console)\nand [Structured Data Testing Tool](https://search.google.com/structured-data/testing-tool/u/0/) to eliminate any errors in the markup data.\n\n\nAfter adding Google recommended structured data [properties](/search/docs/appearance/structured-data/event),\nthe team ran tests on various event pages. \"Because of the structured data, Google was able\nto surface the event date, venue, and other key details to make the information stand out from\nother search results,\" Jilo says. \"Initially, we weren't exactly sure what benefits we would\nsee.\"\n\nResult\n------\n\n\nMultiple ongoing SEO projects can make it difficult to determine exactly what results in\nincreased traffic, conversions, or sales. But Eventbrite believes the Google Event search\nexperience has been effective. Jilo carefully delineates the results: \"In the month following\nimplementation of the new search experience, we saw roughly a 100-percent increase in the\ntypical year-over-year growth of traffic from Google Search to our event listing pages,\naccording to Google Analytics.\" The enriched search experience \"definitely has been helpful\nfor driving traffic and getting additional ticket sales.\" \n100~%~\n\nIncrease in the typical YOY growth of traffic from Google Search to event listing pages, according to Google Analytics\n\n\n\"Within two or three weeks we started seeing a visual difference in our event search\nresults on Google,\" Jilo says. \"The Google Search experience definitely helps drive more\neyeballs to event pages. And when those people convert, it translates to incremental\nticket sales for our event creators.\"\n\n\nHaving implemented `Event` structured data on their primary discovery\npages, Eventbrite expects to keep this functionality on any new discovery page types. \"We\ncertainly will be looking at adding `Event` structured data on\nthose pages as well,\" Jilo says. \"The Google search experience for events has definitely been\na positive step.\""]]
