Team Workplan Meeting — SEO, CRM & Paid Ads
Post-launch workplan call with Cordwainer Memory Care defining priorities across SEO, CRM automation, and paid advertising for the coming weeks.
Date: 2026-02-24
Attendees (Asymmetric): Mark Hope, Sebastian Gant, Karly Oykhman, Melissa Cusumano, Avokerie Onorimuo
Attendees (Cordwainer/Client): Erica Lathrop, Maria Lastoria, Bodo Liesenfeld, Tamilyn Liesenfeld
Overview
With the website rebuild complete, this meeting shifted focus to the post-launch growth plan. Three workstreams were reviewed: SEO and domain authority building, CRM automation via Elder Mark/Further, and expansion of paid advertising channels. Karly Oykhman was introduced as the new account lead for CRM and operational efficiency work.
Key Decisions
- Domain Rating target: Increase DR from 10 to >30 within 30 days via backlink building and continued technical improvements.
- Content approach: Asymmetric will write SEO-optimized articles for Cordwainer review/approval rather than Cordwainer drafting first.
- Content enhancement: Expand existing high-traffic posts (e.g., "medications that cause sundowning") by adding FAQ sections and Key Takeaways — not replacing them.
- CRM deep-dive: Schedule a dedicated call between Karly and Erica (plus Bodo/Melissa/Sebastian for the first session) to map current Elder Mark/Further workflows before implementing automations.
- CallRail re-implementation: Proceed with CallRail for ad call tracking. Asymmetric will own the data review, removing the manual burden that made it feel unproductive for Cordwainer previously.
- LinkedIn ads: Postponed. High cost and poor platform fit for professional referral targeting; Spotify audio ads considered a better near-term option.
- Bing Ads: Approved to launch; targets an older demographic at lower cost by importing existing Google campaign structure.
Action Items
- [ ] Send monthly SEO/analytics report to Bodo & Erica — @Mark Hope
- [ ] Email Karly to schedule CRM deep-dive; include Erica, Bodo, Melissa, Sebastian — @Bodo Liesenfeld
- [ ] Implement CallRail on Cordwainer site; integrate with Google Ads, Meta, and Bing — @Sebastian Gant
- [ ] Launch Google Display/Remarketing campaign (design in progress) — @Sebastian Gant
- [ ] Launch Bing Ads campaign (copy from Google) — @Sebastian Gant
- [ ] Provide real photos to replace stock images on website — @Cordwainer
- [ ] Send Seltro magazine article for the "News" section — @Cordwainer
SEO & Website Performance
Technical SEO — Completed
The technical foundation is now in strong shape:
| Metric | Before | After |
|---|---|---|
| Site Health Score | 15 | 99 |
| Security Rating | F | A |
| Page Indexing | Partial | 100% of relevant pages |
| Keyword Tracking | — | 131 keywords in Ahrefs |
Website impressions are already up 13% following full indexing. All 131 tracked keywords show low difficulty scores (green in Ahrefs), indicating strong ranking potential.
Next Priority: Domain Rating (DR 10 → 30)
Domain Rating is Ahrefs' measure of how much trust Google places in a site. A higher DR makes it easier to rank for competitive keywords like "memory care South Shore Boston."
Target: DR >30 within 30 days (currently at 10).
Method — Backlink building:
- Natural backlinks: Earned as high-quality content attracts organic links from other sites.
- Solicited backlinks: Asymmetric will proactively reach out to relevant sites to request links, including reciprocal linking arrangements.
For reference, Asymmetric's own site sits at DR 55 with ~17,000 backlinks from 867 domains. A comparable client in environmental services was moved from DR ~12 to DR 41 through this process.
Content Strategy
New articles: Asymmetric writes SEO-optimized drafts → Cordwainer reviews for accuracy → published with approval.
Enhancing existing posts: High-traffic posts like "medications that cause sundowning" will be expanded (not replaced) with:
- Key Takeaways at the top — quick summary for skimmers
- FAQ section at the bottom — structured Q&A to capture AI-driven search traffic (ChatGPT, Perplexity, etc. pull from sites that have already answered specific questions)
Image optimization:
- Replace stock photos with real Cordwainer photos (visitors respond better to authentic imagery)
- All images will have SEO-rich alt text (e.g., "Cordwainer Memory Care South Shore Boston Lobby")
- Note: Google doesn't directly penalize stock photos, but real photos improve visitor engagement
CRM Automation
Goal: Automate prospect nurturing and internal workflows in Elder Mark/Further to scale Erica's personalized outreach without adding manual burden.
Current state: Karly has accessed both Elder Mark and Further and done an initial orientation pass. A dedicated deep-dive call is needed before implementing anything.
Automation opportunities identified:
| Automation | Description |
|---|---|
| Nurture sequences | Email drip campaigns triggered by actions (e.g., tour request → 7-day follow-up series) |
| Newsletter distribution | Automate monthly waitlist newsletter send to the CRM-managed list |
| CRM field updates | Auto-update contact stage, last engagement date, etc. when prospect takes an action |
Key framing from Mark: The goal is to replicate and scale what Erica already does manually — each automated email is a chapter in a story, with a call to action, designed to draw interested prospects further into the funnel. The trigger (what starts the sequence) and the event series (what happens after) are designed together.
Next step: Bodo to email Karly to schedule the deep-dive call. First session will include Erica, Bodo, Melissa, and Sebastian.
Paid Advertising
Current Campaigns
| Platform | Type | Status |
|---|---|---|
| Google Search | Memory care keyword targeting | Active (recent GCLID fix applied) |
| Meta Ads | Top-of-funnel visual + lead form | Active |
New Campaigns
| Platform | Type | Notes |
|---|---|---|
| Google Display/Remarketing | Retargeting website visitors | Design in progress |
| Bing Ads | Search (mirrored from Google) | Launching soon; lower cost, older demographic |
Call Tracking — CallRail
Cordwainer had a negative experience with CallRail previously: few inbound calls, and reviewing the data felt like wasted time.
Resolution: Asymmetric will own the CallRail data entirely. Cordwainer does not need to log in or review it. The purpose is purely to give Asymmetric visibility into whether ad clicks are converting to phone calls, and from which channel. Cordwainer will not feel the operational burden.
Future Channels (Deferred)
- Spotify: Short audio ads (10–15 seconds) targeting the relevant demographic. Considered a good fit — tasteful, low-cost, reaches people who may not be actively searching but are in the right life stage. Likely next after Google/Bing are optimized.
- LinkedIn: Discussed for professional referral targeting (nurses, social workers, discharge planners). Deferred due to high CPM and poor platform fit — LinkedIn's professional vibe makes memory care ads feel out of place, and the target referral audience (nurses) is underrepresented on the platform.
Transcript Excerpts
On why Domain Rating matters:
"If you have a low authority, you have to have a very high content rank or score in order to get on the page... we're trying to make it easier to be at the top. We're trying to be number one or number two or number three on every single keyword that we care about. And you can't do that if you have a low authority." — Mark Hope
On FAQ/AI content strategy:
"If somebody goes to ChatGPT and asks a question, ChatGPT will go out to the Internet and say, who's answered this question already? And if they find a good answer from a reputable website, they'll use your answer. And so you'll get traffic from ChatGPT." — Mark Hope
On CRM automation:
"Erica just created this newsletter for people on our wait list who just aren't ready to move yet... she creates it every month, but she can have it attached that it goes automatically. She just — it goes to the list that the CRM's creating." — Bodo Liesenfeld
On CallRail:
"I don't think we need you to look at CallRail. What we want to know is that if somebody calls you, where did they come from? It's not important that you go in and look at it and it becomes part of your routine." — Mark Hope
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