AviaryAI has 36+ existing newsletter articles published on their Webflow site — a legacy content series covering AI news for the credit union industry that was paused due to bandwidth constraints. Rather than letting this content sit idle, the plan is to retroactively optimize each article for SEO to increase keyword indexing, improve organic rankings, and drive more traffic to the site.
This effort is distinct from net-new blog production. The goal is to extract ranking value from content that already exists and is already crawlable by Google.
See also: [1] | [2]
The newsletter was originally a weekly roundup of AI news for credit unions, distributed via MailChimp. The loop was: LinkedIn post → site → newsletter signup → MailChimp list. It generated a handful of meetings over ~40 weeks but was paused when Justin Dwyer (AviaryAI) no longer had bandwidth to write and send it.
The newsletter subscribe form on the site is currently non-functional — Webflow deprecated the automation that fed signups into MailChimp. The MailChimp list itself has ~66 contacts (email addresses only, minimal enrichment).
Despite the newsletter being dormant, all 36+ articles remain published on the site and are indexed by Google. They represent an underutilized SEO asset.
For each of the 36+ newsletter articles, the following should be addressed:
From the 2026-03-18 call, Mark Hope explained the core logic:
"We just want Google when they crawl your site to see those keywords and put them in the index. Right now when you look at the number of keywords that Google is indexing you for, it's very low. So what we need to do is get the keywords up. Existing content on the site — we just need to get it indexed."
Karly Oykhman confirmed the goal is traffic and authority, not newsletter lead gen:
"The goal of doing that would be more to just boost keywords on content that currently already lives on your site. So just optimizing for keywords to help drive more traffic."
Justin Dwyer gave full discretion to proceed: "Art blanche, do whatever you want."
| Metric | Value |
|---|---|
| Site Health Score | 98 |
| Domain Rating | 18 (up 11 recently) |
| Weekly Clicks | 124 (up from 13 at engagement start — 10x growth) |
| Key gap | High impressions on target terms, low click-through |
Top impression-generating queries with low CTR:
- "Outbound Voice AI" — 177 impressions, 0 clicks
- "Leading Voice AI Technology for Financial Compliance" — 176 impressions
- "AI Outbound Call" — 166 impressions
- "Outbound AI Voice Agent" — 147 impressions
Optimizing existing newsletter content for these and related terms should help close the impressions-to-clicks gap.
Owner: Karly Oykhman
Dependencies:
- Justin Dwyer to export MailChimp list to Mark (parallel, not blocking)
- Sebastian Gant to finalize copy on new blog posts and landing pages (complementary effort)