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AWS “What is” Content Hub SEO Campaign Case Study

Client Overview

Amazon Web Services (AWS) sought to enhance the visibility and organic reach of its educational content, specifically through the “What is” pages which are crucial for explaining complex technologies and services offered by AWS.

Objective

The primary objective was to increase organic traffic to AWS’s “What is” pages from 95,000 to over 4 million visits per month by refining SEO practices and optimizing content strategy.

 

Strategy Implementation

  • Content Management Process: Implemented a robust content management system using Adobe Experience Manager (AEM), establishing a structured workflow for publishing 2-8 articles weekly.
  • SEO and Content Excellence: Developed a content templating system to streamline the creation and deployment of SEO-optimized content. This system helped standardize the approach across various topics and ensured consistency in quality and SEO practices.
  • Collaborative Efforts: Facilitated collaboration among stakeholders including product managers, marketers, and content creators. This teamwork was essential to maintain a high cadence of quality content production and ensure alignment with AWS’s broader marketing objectives.
  • Technical SEO Audits: Conducted comprehensive SEO audits to identify and rectify gaps in content and technical SEO. This included keyword research, page audits, and the integration of SEO insights into the content creation process.
  • Tools and Technologies: Utilized a range of SEO and analytics tools such as Seoclarity, SEMrush, Ahrefs, Adobe Analytics Suite, ScreamingFrog, and Botify. These tools provided detailed insights into performance metrics and helped refine strategies in real-time.

Results

  • Traffic Growth: Organic visits to the “What is” pages surged from 95k to over 4M per month, marking a substantial increase in user engagement and content reach.
  • Keyword Performance: Significant improvement in rankings for AI-related keywords, crucial for AWS’s positioning as a leader in AI and machine learning solutions. Examples include high rankings for “ai transformer explained,” “logistic regression explained,” and “apis explained.”
  • Educational Impact: The improved visibility of the “What is” pages helped educate a broader audience on complex topics, making AWS’s technologies more accessible and understandable to the public and potential customers.

Key AI-Related Keyword Performance

  • Keywords: Grew to a total of 5.5K, with a specific focus on AI-related terms.
  • Traffic Increase: Achieved a 22.19% increase in traffic for AI-related keywords, with a notable traffic cost valuation increase by 49.23%.
  • Organic Keywords Trend: Notable performance in top search positions, with keywords like “foundational ai models” and “natural language processing explained” securing top ranks.

 

 

Conclusion

The strategic enhancement of the AWS “What is” pages not only amplified the organic visibility of AWS’s content but also solidified its authority in explaining and demystifying emerging technologies. The campaign successfully met its goals by leveraging collaborative efforts, sophisticated content management processes, and rigorous SEO practices, setting a new benchmark for content excellence and digital strategy within the industry.

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