Paperless Post Organic Growth Opportunities

Create thousands of geo-targeted landing pages for specific event types to capture high-intent local search traffic. This strategy extends existing national authority to the local level, a major gap in the current SEO footprint.

Example Keywords

• “digital wedding invitations Chicago”
• “online baby shower invitations Miami”
• “virtual graduation invites Los Angeles”
• “textable party invitations Austin”

Rationale

Searchers looking for invitations with a location modifier are in the purchase funnel. Paperless Post already ranks for national terms, so adding geo-modifiers is a logical extension to capture traffic competitors are currently winning.

Topical Authority

The site has strong authority for “invitations” and “party themes.” This play leverages that authority by applying it to underserved local search queries, establishing Paperless Post as the go-to provider in specific cities and states.

Internal Data Sources

Use historical send volume by ZIP code and top-converting designs per city to create highly relevant, data-driven local pages. AirOps can also pull city-specific data from external sources like Data-for-SEO to add unique local flavor to each page.

Estimated Number of Pages

50,000–55,000

Generate thousands of micro-pages that answer date-specific questions about when to send invitations for a future event. This leverages Paperless Post's massive proprietary dataset of send dates versus event dates, creating an unbeatable content moat.

Example Keywords

• “when to send wedding invitations for July 4 2025”
• “save-the-date timeline March 2026 graduation”
• “how far in advance to send baby shower invites October 12 2024”

Rationale

No competitor answers these hyper-specific, long-tail queries, which have low keyword difficulty. This play establishes Paperless Post as the definitive authority on event-planning timelines by using real behavioral data that cannot be replicated.

Topical Authority

The company already has topical authority on event planning and invitation etiquette (e.g., ranking for “what does RSVP mean”). Providing data-backed answers to timeline questions is a natural and powerful extension of this authority.

Internal Data Sources

Utilize the internal analytics database containing the average send-lead-time for millions of events, broken down by event type and month. This unique, proprietary data is the core differentiator for this play.

Estimated Number of Pages

~21,900

Create thousands of pages targeting specific design motifs and icons, competing directly with visual-first platforms like Pinterest and Etsy. This play leverages the deeply tagged design catalog to capture high-intent aesthetic-driven search traffic.

Example Keywords

• “butterfly baby shower invitations digital”
• “pumpkin halloween party e-invite”
• “checkerboard graduation announcement online”
• “sailboat retirement party invitation template”

Rationale

A significant volume of search traffic is driven by specific visual themes and motifs, a market currently dominated by marketplaces. Paperless Post can win this traffic by programmatically creating rich gallery pages based on its internal design metadata.

Topical Authority

While the site has authority in “invitations,” it lacks specific authority for niche design trends. This play builds that authority by creating comprehensive resources for hundreds of motifs, from butterflies to checkerboards.

Internal Data Sources

Use the SKU database, which is already tagged by icons, SVG layers, color families, and associated partner designers. This allows AirOps to generate unique, descriptive content and highly relevant galleries for each motif.

Estimated Number of Pages

~3,000

Build a comprehensive library of pages providing example wording for how to respond to an RSVP for various events and tones. This unique play captures an underserved segment of search queries and can convert guests into future hosts.

Example Keywords

• “funny decline RSVP for coworker wedding”
• “formal acceptance wording baptism”
• “polite way to say can’t attend baby shower”

Rationale

Paperless Post educates users on what an RSVP is but fails to capture the large volume of searches related to *how* to respond. This content is highly useful and positions the brand as a full-service etiquette expert, addressing the needs of guests.

Topical Authority

This play strengthens existing authority in event etiquette by moving beyond the host's perspective to address the needs of the guest. It leverages a unique dataset to provide authentic, crowd-sourced advice that competitors cannot match.

Internal Data Sources

Mine the anonymized database of billions of real RSVP messages, using sentiment analysis to cluster them by tone and provide authentic, data-driven examples that reflect how real people communicate.

Estimated Number of Pages

~1,080

Expand into global markets by creating extensive libraries of invitation wording examples in multiple languages for various event types. This strategy targets non-English keywords where competitors have minimal presence, opening up new traffic sources.

Example Keywords

• “texto para invitación de 15 años” (Spanish)
• “texte faire-part mariage moderne” (French)
• “vorlage einladung rentnerabschied” (German)
• “frases convite chá de bebê criativas” (Portuguese)

Rationale

With 20% of sends already occurring outside the U.S., there is a proven demand for non-English content. This play captures low-difficulty, high-volume international long-tail traffic and positions Paperless Post as a global leader.

Topical Authority

The brand has authority in invitation wording in English; this play extends that expertise globally. It demonstrates an understanding of cultural nuances and serves a broader audience, enhancing brand perception and authority worldwide.

Internal Data Sources

Leverage existing translation strings from mobile app localization and data on top-sending countries to prioritize languages. Use human-in-the-loop workflows within AirOps for quality assurance by native speakers.

Estimated Number of Pages

~900

Improvements Summary

Refocus holiday and seasonal greeting pages on high-volume, low-competition keywords and expand content depth with targeted examples and schema enhancements. Strengthen internal linking from high-authority pages and update on-page elements for better SERP visibility.

Improvements Details

Key tasks include rewriting title tags and meta descriptions to target primary keywords like 'new year’s wishes' and 'professional thanksgiving message', adding 10-15 new message examples per page, and implementing FAQ and HowTo schema. Internal links from category and evergreen pages will be added, along with contextual CTAs and a table of contents for improved UX. Supporting content such as multilingual wishes and annual update posts will be created, and technical SEO updates like image optimization and last-mod schema will be applied.

Improvements Rationale

These improvements address missed keyword opportunities and thin content that currently limit rankings to page two. By aligning content with user search intent, increasing topical authority, and improving technical SEO, the pages are positioned to move into the top-10 results and capture more seasonal traffic, directly supporting e-card conversions.