Growth Platform Transformation

Case Study – Transforming Amplify.com into a scalable discovery and acquisition platform.

Overview

Amplify.com supported a complex portfolio of K–12 curriculum products but functioned primarily as a marketing destination rather than a structured discovery platform. I led a multi-year transformation to reposition the site as a sustainable growth engine by introducing publishing infrastructure, technical governance practices, discovery architecture, and lifecycle optimization workflows.

Within the first year:

Organic search became the #1 acquisition channel, increasing 99% YoY, followed by sustained ≥27% annual growth over the next three years.

The Opportunity

Amplify.com supported a complex portfolio of literacy, math, and science curriculum products serving multiple educator audiences across the K–12 landscape. While the site contained strong product content, discovery infrastructure had not yet been fully structured to support scalable organic acquisition.

Key opportunities included:

  • Establishing a scalable publishing engine supporting ongoing organic discovery
  • Introducing topic clustering and pillar relationships across curriculum experiences
  • Strengthening technical SEO governance across templates
  • Improving internal linking relationships between program and supporting content
  • Expanding structured discovery across webinar and resource surfaces
  • Improving navigation clarity across the curriculum portfolio
  • Extending discovery alignment across YouTube and other public content channel

Strategy

I implemented a layered discovery growth framework across four platform dimensions:

  • Publishing infrastructure
  • Technical SEO governance
  • Curriculum discovery architecture
  • Cross-surface discovery alignment

This approach ensured improvements supported both immediate traffic gains and long-term platform scalability.

Key initiatives included:

  • Launching and operationalizing a structured blog publishing engine
  • Tntroducing editorial cadence and contractor publishing workflows
  • Implementing topic clustering and pillar page relationships
  • Establishing lifecycle content refresh workflows using RankIQ
  • Resolving technical SEO debt affecting crawlability and performance
  • Introducing accessibility-aligned image governance practices
  • Improving navigation architecture supporting curriculum evaluation pathways
  • Implementing structured YouTube SEO standards supporting referral discovery

Together, these initiatives shifted Amplify.com from a campaign-supported marketing destination into a scalable discovery platform supporting sustained organic growth.

Outcomes

Within the first year:

  • Organic search became the #1 acquisition channel
  • Organic traffic increased 99% YoY
  • Sustained ≥27% YoY growth across the next three years
  • Expanded visibility across priority literacy program queries
  • Improved Science of Reading search positioning
  • Increased webinar library discoverability
  • Increased YouTube referral traffic by 50%
  • Reduced technical SEO debt across the platform
  • Supported accessibility-aligned template improvements
  • Improved accessibility readiness across templates
  • Strengthened internal linking relationships across curriculum experiences

Transformation Timeline

Phase 1 —
Establish discovery foundations

Built Amplify’s publishing infrastructure to support scalable organic acquisition:

  • Launched SEO-driven blog as a discovery surface
  • Implemented editorial cadence and intake workflows
  • Introduced topic clustering and pillar relationships
  • Deployed Semrush Writing Assistant across content workflows
  • Implemented RankIQ lifecycle refresh model
  • Created structured interlinking between blog and program pages

Impact: Shifted discovery from campaign-driven traffic to system-driven growth

Phase 2 —
Improve platform health and technical governance

Introduced site-wide technical SEO governance practices:

  • Resolved redirect chains, broken links, and metadata gaps
  • Improved HTTPS consistency and heading structure
  • Reduced unnecessary scripts affecting performance
  • Implemented accessibility-aligned template improvements
  • Introduced AI-assisted alt-text governance
  • Created image performance standards with design

Impact: Improved crawlability, performance signals, accessibility readiness, and search durability

Phase 3 —
Build program discovery architecture

Restructured navigation to support curriculum evaluation journeys:

  • Launched Science of Reading pillar structure
  • Introduced Spanish literacy discovery pathways
  • Introduced middle school literacy pathways
  • Introduced math program discovery pathways
  • Migrated legacy SoR content into structured platform surfaces
  • Launched Dyslexia discovery support content
  • Created bottom-of-funnel optimization framework for program pages

Impact: Improved product discoverability and evaluation clarity across portfolio experience

Phase 4 —
Extend discovery beyond the website

Expanded discovery visibility across Amplify’s public ecosystem:

  • Introduced YouTube SEO standards and metadata governance
  • Improved webinar library search visibility
  • Implemented video schema enhancements
  • Improved Google Business profile visibility
  • Aligned structured metadata with emerging AI answer surfaces

Impact: Expanded cross-channel entry points into Amplify.com
 Result: +50% YouTube subscription growth and referral traffic

Platform Enablement Systems Introduced

To support adoption across teams, I implemented repeatable discovery infrastructure:

  • SEO Writing Assistant publishing workflow rollout
  • Yoast Premium template optimization standards
  • OptinMonster behavioral capture workflows
  • Structured blog and popup intake processes
  • Standardized page-build documentation for internal teams
  • Vendor alignment with TopSpot for implementation support
  • API-driven analytics dashboard foundation

Impact: Shifted discovery optimization from individual execution to scalable platform operations