---
title: Aviary Organic SEO & Site Navigation Strategy
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-01-29-mark-sebastian-aviary-sync-118319589.md
tags:
- aviary
- seo
- keyword-research
- site-navigation
- miro
- competitor-analysis
- content-strategy
- information-architecture
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Aviary Organic SEO & Site Navigation Strategy

## Overview

Sebastian completed an initial round of keyword research for [[wiki/clients/aviary/_index|Aviary]] and proposed a revised site navigation structure. The work was walked through with Aaron (Aviary) during a client session. The next step is converting the research into a Miro board for visual presentation, adding a competitor comparison section, and sharing a snapshot with the client via the [[wiki/clients/aviary/comms-and-project-ops|aviary-team Slack channel]].

This work feeds into Aviary's broader content strategy and informs information architecture decisions for the site. PPC/paid work (tags and events access) is deprioritized relative to organic and other active deliverables.

---

## Current Status

| Area | Status |
|---|---|
| Keyword research | ✅ Completed |
| Proposed site navigation | ✅ Drafted, walked through with Aaron |
| Raw data export | ✅ Available |
| Miro board | 🔲 Not started — in progress |
| Competitor comparison section | 🔲 Not started — client requested |
| PPC tags/events access | ⏸ Deprioritized |

---

## What Was Done

- **Keyword research:** Full research pass completed. Key insights extracted and organized. Raw data retained for client reference.
- **Site navigation proposal:** A proposed navigation structure was drafted based on keyword clustering and content gaps. Presented to Aaron on a call (shared via phone screen).
- **Client feedback:** Aaron requested the raw data as well as a competitor comparison section added to the deliverable.

---

## Planned Deliverables

### Miro Board
Convert the existing keyword research and navigation proposal into a Miro board for:
- Visual clarity and shareability
- Easier async review by the Aviary team
- A format suitable for posting as a progress artifact in the `aviary-team` Slack channel

The Miro board should include:
- Keyword clusters and priority tiers
- Proposed site navigation / information architecture
- Raw data summary or link
- **Competitor comparison section** (client-requested addition)

### Competitor Comparison Section
Aaron specifically asked for a competitor comparison. This should cover:
- Key competitors in the AI voice agent / outbound calling space
- Comparison dimensions (e.g., positioning, keyword overlap, content depth, navigation patterns)
- Gaps or opportunities Aviary can exploit

---

## Integration with Broader Strategy

- **ABM / Tier 1 accounts:** Organic keyword strategy should align with the target account list being built in [[wiki/clients/aviary/outreach-stack|Apollo and HubSpot]]. High-intent keywords from target verticals (e.g., credit unions, collections, member onboarding) should be prioritized.
- **ROI Calculator as lead magnet:** The [[wiki/clients/aviary/roi-calculator|NextJS ROI calculator]] is planned as a future site resource. SEO/navigation work should account for a `/resources` or `/tools` section where this can live.
- **Customer journey docs:** The [[wiki/clients/aviary/customer-journey-docs|branded one-pagers]] being produced for sales use may eventually inform content pages or case study sections on the site.

---

## Action Items

- [ ] Build Miro board from keyword research and navigation proposal (@Sebastian Gant)
- [ ] Add competitor comparison section to Miro board (@Sebastian Gant)
- [ ] Share Miro board snapshot in `aviary-team` Slack channel once ready (@Sebastian Gant)
- [ ] Coordinate PPC tags/events access with Aaron when prioritization allows (@Sebastian Gant)

---

## Related

- [[wiki/clients/aviary/_index|Aviary Client Overview]]
- [[wiki/clients/aviary/comms-and-project-ops|Aviary Comms & Project Ops (Slack + Trello)]]
- [[wiki/clients/aviary/outreach-stack|Aviary Outreach Stack (SendGrid / Apollo / HubSpot)]]
- [[wiki/clients/aviary/roi-calculator|Aviary ROI Calculator (NextJS)]]
- [[wiki/clients/aviary/customer-journey-docs|Aviary Customer Journey One-Pagers]]
- [[wiki/meetings/2026-04-05-aviary-sync|Meeting: Aviary Sync — Comms, Outreach Stack, ROI Calculator, Journey Docs]]