Case Study: Linkbuilding (Outreach)

I started planning and implementing outreach and linkbuilding campaigns for my account, a ticket service provider for theater, sports, concerts, tourism, and trade fairs in Germany, in August 2012. The goal was to increase the authority of the website, boost brand awareness and rankings on

the Project timeline
  • August 2012 – August 2013
the Strategies
  • Relationship building with influencers in particular niches like music, literature, sports and theatre = an effective approach to ‘people-focused’ outreach. We offered the influencers different tickets to write a review of the event with a note that the tickets were sponcered by
  • Got in touch with the online radio station, communities and forums to offer a competition. The price for the winner was tickets sponsored by
  • Published news and editorial articles about the latest trends about particular artist, musis, theatre or literature events on online national and reginal newspapers
the results
  • Progress in the backlink structure: Respectable quantity (three-digit number) and quality of new links (generated links from authoritative websites like online regional and national websites, music, event and theatre portals, blogs, literature communities, artist fan pages, journals in a particular niche, etc. )
  • Samples of the generated links:


Editorial link generated on a regional online newspaper which has outstanding SEO and social media KPIs (s. screen shot below). The article’s topic is highly relevant for, namely: The greatest cultural events in Cologne in 2013 (German: Die größten Kultur-Ereignisse in Köln 2013). The anchor text “das Ticketportal AD Ticket” is natural and descriptive but contains the main keyword “ticket”. SEO & social media metrics. Source: Sistrix Tool


Editorial link generated on a student deal website which is authoritative in its niche. The article’s topic is highly relevant for, namely: Live cheap concert highlights of the winter season (German: Konzert Highlights der Wintersaison kostengünstig live erleben). SEO metrics. Source: Sistrix Tool
  • The SEO visibility has been continuously rising: increased by 449% within 12 months of link building campaign (source: Searchmetrics Tool)
  • The keywords ticket / tickets in the top 10 (; Keyword combinations very often in the top 10, too SEO visibility during the linkbuilding campaign. Source: Searchmetrics Tool
  • The distance to the competition has been significantly reduced