SEO Overhaul, ABM Strategy, PPC Launch — 2026-04-05
Overview
Weekly sync between Asymmetric and AviaryAI covering three major workstreams: completion of a technical SEO overhaul that brought the Ahrefs health score from 1 to 100, finalization of an ABM strategy targeting Credit Unions and Community Banks, and alignment on a low-budget Google Ads reconnaissance campaign. Ad copy framing was also refined to avoid language implying workforce replacement.
Attendees:
- Mark Hope, Sebastian Gant, Karly Oykhman, Avokerie Onorimuo (Asymmetric)
- Justin Dwyer, Aaron Grossman, Abraham Blesson (AviaryAI)
Recording: Fathom
Key Decisions
- ABM verticals locked to two: Credit Unions and Community Banks only. Insurance was discussed but deprioritized — too broad and too far from AviaryAI's current target profile.
- PPC is reconnaissance-first: The $200/mo Google Ads budget is explicitly framed as a learning exercise — gather real CPCs, keyword volumes, and quality score baselines before committing larger spend.
- Ad copy reframe: Language like "collections without hiring" was flagged as implying job replacement, which conflicts with AviaryAI's brand positioning. Agreed framing: "scale capability without scaling cost."
- Notion help site content is fair game for SEO:
docs.helloaviary.aiFAQs and guides can be repurposed as page content and citation sources. Justin will ping the team as new docs are added. - Case study publishing: Team will handle publishing when Justin signals readiness — Justin should not self-publish to avoid potential site conflicts.
Action Items
| Owner | Task |
|---|---|
| Mark | Finalize 16-page ABM strategy document; share with Justin and Aaron |
| Mark | Email Justin + Aaron SEO audit summary and PPC plan (incl. revised copy) |
| Mark | Add required HubSpot fields and draft automations for ABM; share with Aaron |
| Mark | Fix remaining Ahrefs error on helloaviary.ai |
| Sebastian | Launch Google Ads reconnaissance campaign (build 2 LPs: collections + credit unions) |
| Sebastian | Check Aviary YouTube channel access; request if missing |
| Justin | Upload new videos (3/week cadence) to shared G Drive; email Mark + Sebastian links on publish |
| Justin | Finalize Collections Journey case study; upload to G Drive; notify Mark + Sebastian when ready |
| Justin | Email Sebastian the Notion help site link; ping on new public docs |
| Aaron | Create HubSpot lists: "Current Clients" and "Clients That Said No"; notify Mark |
Topic Notes
Website SEO Overhaul
The site's Ahrefs health score was 1/100 — described by Mark as the lowest he'd ever seen. Root causes were a combination of Webflow configuration quirks and accumulated redirect debt, not intentional errors.
Fixes applied via Webflow API + Python automation:
| Issue | Scale | Fix |
|---|---|---|
| Meta descriptions too long (~300 chars) | 700+ pages | AI-compressed to ≤155 chars, uploaded via API |
| SEO titles too long (~90 chars) | Site-wide | AI-compressed to ≤55 chars |
| Mixed content (HTTPS → HTTP links) | 39 pages | Fixed |
| Duplicate content (Webflow pagination, no canonical) | 112 pages | JavaScript canonical fix |
| Missing image alt text | 168 images | AI-generated alt text added |
| Multiple H1 headings per page | 602 pages | Fixed; 5 pages require manual review |
| Redirect loops (blanket 301 redirect) | 853 pages | Fixed |
Result: Health score is now 100/100. A Google Search Console recrawl was requested. Organic traffic improvement expected within days; paid traffic will further accelerate indexing.
The Webflow API had essentially no restrictions — the only limitation was inline drag-and-drop editor text, which requires manual fixes on a handful of pages.
ABM Strategy
Target verticals: Credit Unions, Community Banks (insurance deprioritized for now).
Research process per account:
- Crawl/scrape company website
- Crawl/scrape LinkedIn profile
- Enrich via Clay
Scale:
- Top 100 accounts: Intensive, hyper-personalized treatment
- Next 400 accounts: Pulled in progressively as capacity allows
Assets being built:
- Vertical-specific landing pages (Credit Union, Community Bank)
- Potentially dedicated landing pages for the top 10 target accounts (designed to resonate with that specific account without explicitly naming them)
Outreach channels: LinkedIn, email, handwritten direct mail
HubSpot: Mark will add required fields and draft automations for Aaron's review before anything goes live.
The full strategy document is ~16 pages and was still being finalized at time of call.
PPC Campaign Plan
Budget: ~$200/month. Goal is reconnaissance, not conversion.
What we're learning:
- Actual CPCs (tool estimates may be way off — e.g., estimated $13–54, reality unknown)
- Real keyword volumes and semantically related terms Google surfaces
- Quality scores on new landing pages (target: 7+; Google defaults to 5–6)
- Landing page engagement signals
Campaign structure:
| Campaign | Budget Share | Focus |
|---|---|---|
| Campaign 1: Outbound | 50% | General outbound voice AI + collections (two ad groups) |
| Campaign 2: Credit Union Specific | 30% | AI for credit unions; highlights CUSO backing, industry experience |
| Campaign 3: Discovery | 20% | Broad keywords (e.g., "voice AI platform"); phrase/broad match with tight negative keyword list |
Landing pages: Two being built — one for collections (general), one for credit unions. These are separate from the ABM landing pages.
Ad copy principle: Use ad extensions and specific language to pre-qualify clicks and reduce wasted spend on irrelevant traffic. The Discovery campaign's broad keywords (e.g., "voice AI platform" — ~8,100 monthly searches) are the only high-volume terms; the landing page does the heavy lifting to filter intent.
Negative keywords: Included to prevent spend on job-seekers, free tools, and other irrelevant queries.
Ad Copy — Brand Sensitivity Flag
Justin flagged that copy like "collections without hiring" implies workforce replacement, which runs counter to AviaryAI's public positioning (they actively push back against the "AI replaces your team" narrative).
Agreed reframe:
"Scale your capability without scaling your cost"
This preserves the core value proposition (do more without adding headcount cost) while avoiding language that sounds like a threat to existing employees — important given AviaryAI sells into HR-sensitive financial institutions.
Content & Ops
- Videos: Justin's production company is delivering ~3 videos/week. Justin will upload to the shared G Drive. Asymmetric to check YouTube channel access.
- Case Studies: "Collections Journey" case study is in draft; Justin will finalize and notify the team when ready to publish. Asymmetric will handle the actual site publish.
- Notion Help Site (
docs.helloaviary.ai): New public Notion site with FAQs, admin guides, user guides, product release notes, and technical docs. Not indexed by design (Notion public site). Sebastian flagged FAQs as useful for SEO page content and citations. Justin will share the link and ping as new externally-safe docs are added. - AviaryAI is dogfooding their own product: The help site is a stepping stone toward feeding content into their own knowledge-base/chatbot product.
Related
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