--- title: ABM Strategy Alignment & Live SEO Audit — 2026-04-05 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-04-05-aviary-abm-strategy-alignment-live-seo-audit.md tags: - aviary - abm - seo - ppc - webflow - hubspot - technical-seo - python - ahrefs - google-search-console - meeting layer: 2 client_source: AviaryAI industry_context: saas transferable: false --- # 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:** [[wiki/clients/current/aviary/index|Aviary]] --- ## 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. | Traditional Marketing | ABM | |---|---| | Cast wide net → filter leads → qualify → sell | Pick target → personalize → surround → close | ### 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) | Campaign | Ad Groups | Notes | |---|---|---| | **Outbound Voice** | Outbound Voice AI | Core product; search volume is modest, CPCs are high | | **Credit Union-Specific** | Credit Union Core, Call Center / Contact Center Automation | Vertical-specific targeting | | **Discovery** | General Voice AI, Financial Services | Exploratory; tests new verticals and keyword demand | ### 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 `` code in Webflow. Resolves pagination-related duplicates site-wide. **Post-fix health score:** Improved from **1 → 27** during the meeting. --- ## Remaining SEO Issues | Issue | Count | Severity | Planned Fix | |---|---|---|---| | Pages with multiple H1 tags | 602 | Critical | Python script via Webflow API (Mark) | | Missing image alt text | 161 images | High | AI-generated alt text script (Mark) | | Hardcoded links to `/old-home-2` in Webflow Designer | Unknown | Medium | Manual search and update in Designer (Sebastian) | | Canonical URLs not yet indexed | Multiple | Medium | Request indexing in Google Search Console (Sebastian) | ### 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 | Owner | Action | Status | |---|---|---| | Sebastian | Share PPC strategy doc with Mark; present on Aviary call; send to Aviary if requested | Open | | Sebastian | Send Webflow access to Eshock; confirm he can build 6 landing pages | Open | | Sebastian | Review Ahrefs crawl; find and fix remaining hardcoded broken links in Webflow Designer | Open | | Sebastian | Request indexing in GSC for remaining canonical URLs; rerun Ahrefs crawl in 1 week | Open | | Sebastian | Export Ahrefs CSV of pages with >1 H1; send to Mark for fix | Open | | Mark | Finalize Aviary ABM strategy document (repurposed from PaperTube research) | Open | | Mark | Add ABM fields in HubSpot; configure attribution tracking | Open | | Mark | Complete Python script to fix 602 multiple-H1 errors | Open | | Mark | Complete AI alt-text updates for all Aviary images | Open | | Mark | Research how to find and fix hardcoded links in Webflow Designer | Open | | Both | Configure HubSpot for ABM tracking and attribution | Open | | Both | Present live SEO audit findings and immediate fixes to Aviary | Open | --- ## 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 - [[wiki/clients/current/aviary/index|Aviary Client Index]] - [[wiki/knowledge/technical-seo/webflow-api-bulk-seo-updates|Bulk SEO Updates via Webflow API]] - [[wiki/knowledge/abm/abm-strategy-framework|ABM Strategy Framework]] - [[wiki/knowledge/ppc/ppc-as-discovery-tool|PPC as a Discovery Tool]]