ABM Strategy Alignment & Live SEO Audit — 2026-04-05

Overview

Internal working session between Mark Hope and Sebastian Gant to align on Aviary's go-to-market strategy and perform a live technical SEO audit of helloaviary.ai. The meeting covered two major workstreams: (1) framing ABM as the primary strategy with PPC in a supporting discovery role, and (2) identifying and immediately fixing critical technical SEO issues using Ahrefs, the Webflow API, and Python scripting.

Attendees: Mark Hope, Sebastian Gant
Client: ^[1]

Key Decisions

• ABM is the core strategy. PPC is explicitly framed as exploratory/reconnaissance — not the primary growth lever. All client-facing communication should lead with ABM.
• PPC budget set at $1,000 across three campaigns. Bidding strategy: start at ~2/3 of estimated CPC and increment daily to conserve budget.
• ~6 Webflow landing pages needed immediately: 2 for PPC campaigns, 4 for ABM verticals.
• Webflow API + Python is the preferred method for bulk SEO updates — faster and more reliable than manual edits or third-party tools like Fluid SEO.
• Eshock must be Webflow-ready within 48 hours to begin landing page development.

ABM Strategy

Core Principles

ABM treats high-value accounts as "markets of one." The approach inverts traditional lead-gen: identify the target first, then personalize everything to win them.

Target Account Structure

• List size: 50–100 specific companies (not 500–1,000)
• Verticals: Community banks, credit unions, and potentially others (TBD via PPC discovery)
• Tiering:
• Tier 1 (10–15 accounts): Deep personalization, 2–3 hours research per account
• Tier 2 (20–30 accounts): Moderate personalization, 45–60 minutes per account
• Tier 3 (remaining): Light personalization, 15–20 minutes per account

Multi-Channel Execution

Same message, multiple channels — LinkedIn, email, direct mail — hitting each target account with consistent positioning across touchpoints. Sales and marketing operate as one team.

Research Process (per account)

1. Website audit and competitive analysis
2. Decision-maker identification via LinkedIn Sales Navigator / ZoomInfo
3. Data enrichment via Clay
4. LinkedIn profile scraping via Phantom Buster
5. Tier classification by revenue and fit score

HubSpot Configuration

HubSpot must be configured to track all ABM activity and capture attribution data. Campaign naming convention: ABM2026_[Vertical]_[Quarter] (e.g., ABM2026_CreditUnion_Q2). Mark will add ABM-specific fields and set up attribution tracking.

PPC Strategy

Campaigns (Sebastian's $1K Plan)

Bidding Approach

Start bids at ~2/3 of Google's estimated CPC. Increment by $0.25–$0.50/day until meaningful engagement is achieved. Avoids blowing budget before finding effective bid levels.

Framing for Client

Position PPC as reconnaissance: testing keywords, measuring CPCs, identifying which verticals respond. Not the primary growth engine — but may surface unexpected demand.

Live SEO Audit — helloaviary.ai

Starting State

Ahrefs site health score: 1/100. Total errors: ~1,500.

Fixes Implemented During Meeting

1. Broken Links — 840 instances

Root cause: Old page /old-home-2 was never redirected after a site redesign. Nearly all 840 broken links pointed to this dead URL.

Fix: Created a 301 permanent redirect in Webflow (Site Settings → Publishing → 301 Redirects):
- Old path: /old-home-2
- Redirect target: https://www.helloaviary.ai

Result: Expected to resolve the large majority of broken link errors on next crawl.

2. Meta Descriptions Too Long — 722 pages

Root cause: Meta descriptions significantly exceeded the 155-character optimal length (some were 300+ characters).

Fix:
1. Exported Ahrefs CSV of all pages with long descriptions
2. Used Claude to rewrite all descriptions (column I → column F) optimized for SEO, max 155 characters
3. Mark wrote a Python script connecting to the Webflow API to bulk-update all 722 pages and posts
4. Script ran successfully: 5 pages + 48 blog posts updated and published via API

Key detail: Blog post meta descriptions map to the CMS post-summary field, not a separate SEO field.

3. Internal HTTP Links — 39 posts

Root cause: CMS blog posts contained internal links using http:// instead of https://.

Fix: Python script (same API connection) scanned all posts, identified 39 with HTTP internal links, and updated them to HTTPS in bulk.

4. Duplicate Content / Missing Canonicals — 112 pages

Root cause: Pagination and duplicate page variants lacked canonical tags, triggering duplicate content warnings.

Fix: Added a static canonical tag to the site's <head> code in Webflow. Resolves pagination-related duplicates site-wide.

Post-fix health score: Improved from 1 → 27 during the meeting.

Remaining SEO Issues

Multiple H1s — Priority Fix

602 pages have more than one H1 tag, which is a critical SEO error. Sebastian will export the Ahrefs CSV of affected pages and send to Mark, who will fix via Python/API script.

Alt Text

An AI script is being developed to generate SEO-optimized alt text for all 161 images with missing descriptions.

Hardcoded Designer Links

Some links to /old-home-2 are embedded directly in the Webflow Designer (not in CMS content) and cannot be fixed via API. These must be located and updated manually.

Action Items

Technical Reference

Webflow API — Key Endpoints Used

• Pages: GET/PUT /v2/pages/{pageId} — update page SEO title and description
• CMS Posts: PATCH /v2/collections/{collectionId}/items/{itemId} — update post-summary field
• Auth: Bearer token generated via Site Settings → Apps & Integrations → Generate API Token (read/write on Pages and CMS Collections)

SEO Character Limits

• Title tag: 55 characters
• Meta description: 155 characters

Redirect Configuration (Webflow)

Site Settings → Publishing → 301 Redirects

Related

• ^[2]
• ^[3]
• ^[4]
• ^[5]