Increase in total sales coming from organic search year-over-year.
Increase in total organic search traffic year-over-year.
Increase in the number of primary, non-branded keywords ranking in positions 1-3 year-over-year.
Helping others create unforgettable moments is what Party City lives for. That’s why their team of party scientists create innovative products, brainstorm wild party ideas, and meticulously track trends. It doesn’t matter if you’re celebrating taco Tuesday or your grandma’s 100th birthday, every party deserves to be extraordinary.
Like most everything, Covid massively impacted graduation season in 2020 and 2021. In person graduation parties were almost non-existent due to social distancing and Covid shutdowns. What did come from these limitations were different and unique ways in which people thought to celebrate with family and friends. Party City turned to NP Digital for help.
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.
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.
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.
In addition to the ranking and traffic increases, the number of rich-snippets being returned by Google continues to increase over time, further cementing Party City’s brand positioning for 100’s of business critical keywords.
We bridge the gap between brands and their audiences, delivering hyper-personalized, data-driven experiences across every digital touchpoint. Fueled by insights, powered by strategy, and obsessed with impact—we don’t just reach customers, we resonate. We turn engagement into growth and interactions into lasting connections.
Success Stories
Success Stories
SoFi, SEO and content marketing case study.
Work with us.
Fill out the form below to speak with someone from our team.
Digital Marketing Industry Roundup: June 2025
LLMs.txt gives a new signal for AI. Online reputation management is the new ROI. Retail giants pre-load on tariffs. So many updates its hard to keep track, so we've summarized the most important ones for you.
