Search Submit Pro

Birthday Express Celebrates More Traffic with Search Submit Pro

Birthday Express.com is a leading destination web site for kids' party supplies and services. The online store offers more than 100 creative celebration themes, helping parents make their children's party an easy and unforgettable experience.

In order to reach its sales goals, Birthday Express needed to make sure that all of its products were included in search results from the most popular Internet search engines. However, managing a keyword database for more than 2,000 products within dozens of sub-categories in this "virtual party store" was proving to be a challenge. The company knew it needed to do something to make its entire base of site content more "friendly" and accessible to Internet search engines.

A Party Without Invitations

But that wasn't the only issue Birthday Express, and its sister site Storybook.com, faced in getting into algorithmic search results. "We also needed to ensure that the time-sensitive data we included in our search listings, such as specific product availability, was as up-to-date as possible," says Jeff Nienaber, online marketing manager for Birthday Express. "To ensure accuracy, our data feeds needed to be updated more frequently than the normal update cycle of the major search engines."

There was also the issue of scale. With so many categories and products within their databases, it quickly became clear that most of Birthday Express and Storybook.com's content simply would not be accessible to search engines without the use of additional technology-driven services.

Custom Solution

To address these challenges, Birthday Express partnered with TrafficLeader, a leading provider of search engine marketing services, to design a custom campaign that prominently featured Search Submit Pro from Yahoo! Search Marketing. Search Submit Pro allows marketers and search engine marketing firms such as TrafficLeader to work directly with Yahoo! to make sure that the information included in their search listings is frequently reviewed and dynamically updated, increasing the relevancy and "freshness" of algorithmic listings.

This product also offers easy data-feed submission and updating of large quantities of URLs and descriptions, providing better control over messaging and targeting. This unique feature enables clients like Birthday Express to get more qualified leads, as well as better coverage on search results pages.

Search Submit Pro began to pay dividends shortly after it was initiated for Birthday Express and Storybook.com. Search results on Yahoo! that were relevant to the two stores began to feature complete and current product information, significantly increasing the relevancy and number of qualified leads arriving to the online retailer.

Positive Revenue Impact and Excellent ROI

"We have access to a broad suite of search engine marketing solutions, and we consistently find Search Submit Pro to be among the most effective and results-driven programs in the marketplace," says Scott Greenberg, TrafficLeader's director of business development. "This is especially true for major retail clients that have hundreds or even thousands of product pages. By providing a great return-on-investment, and easy-to-manage processes, Search Submit Pro has become a primary component of our marketing program for Birthday Express."

Because Yahoo! has made a strong commitment to delivering relevance in its search results, both Birthday Express and its customers have benefited. Through Search Submit Pro, the company's listings point searchers to exactly what they're looking for, and deliver valuable, qualified prospects to the two sites.