In-depth research helped us to better understand user-intent / demand, identify and prioritize gaps in both visibility and content, and lay the foundation for a scalable content roadmap. As consumers continued to shift their search behaviors due to the COVID pandemic, we identified core emerging trends like “graduation yard signs” & “graduation car decorations”. Additionally, we evaluated the competitive presence and content formats to understand which types of content were garnering the greatest natural search visibility within the graduation universe.
Following our research and keyword prioritization, we optimized page-level elements like meta-data, H1s, and on-page copy on all existing graduation pages. Our team identified new categories to build (Decorations, Balloons, Party & Decor Kits, Cup, Plates, Napkins, Gifts) based on search interest and product inventory. We developed a strategic content piece, a shareable asset, around the topic of “Celebrating at a Distance”. Our content strategy also focused on search query chains, specifically the user journey and ensuring that Party City was present throughout Google’s “People Also Ask” & “Related Searches” features. This strategy strengthened Party City’s semantic authority for our target areas and gave our Digital PR team the assets they needed for successful outreach and promotion.
Taking advantage of the “drive-by graduation parties” that got so much press throughout the pandemic, we seeded content highlighting our Celebrating at a Distance asset on relevant, high authority publications like: Romper, Mamabee, OppTrends, Eleven Magazine, Times Lifestyle & Gazette Day. These placements were also amplified within Party City’s social spaces, further driving engagement and ultimately equity to the assets themselves.