As of the Asymmetric pitch meeting, Aviary's digital presence was effectively non-existent: Domain Authority (DA) of 6, 34 organic keywords, and a website functioning as a brochure rather than a lead engine. The proposed SEO strategy prioritizes rapid domain authority growth and AI snippet capture as the foundation for organic lead generation, with a target of DA >30 within 60 days.
This article documents the SEO execution approach discussed with Asymmetric (Mark Hope) and the rationale behind it.
| Metric | Value |
|---|---|
| Domain Authority | 6 |
| Organic Keywords | 34 |
| Backlinks | Minimal |
| AI Snippet Presence | None |
| HubSpot | Installed, unused |
The site has zero page-one results and no AI-generated search visibility. This is a clean-slate starting point — no legacy baggage, but no momentum either.
Target: 1–2 long-form articles per week, beginning in Phase 1 (months 1–3).
Each article should be:
- 2,200+ words minimum — short-form content (300-word blogs) is no longer indexed meaningfully
- Structured with an FAQ section in the bottom third — question/answer format is the primary mechanism for AI snippet capture
- Keyword-optimized but written for depth and topical authority, not keyword stuffing
AI search engines (ChatGPT, Claude, Perplexity) retrieve answers from indexed content rather than generating them from scratch. When a user asks a question, the AI looks for pages that directly answer it. Articles with explicit Q&A sections are disproportionately surfaced as AI snippets. This is the core of the GEO (Generative Engine Optimization) approach.
"The way AI works with search is people ask AI questions, and they want Claude to go find an answer. If you have that answer, you end up in the AI snippets." — Mark Hope, Asymmetric
Goal: DA >30 within 60 days of engagement start.
The logic: Google rewards content that receives early engagement. By artificially seeding traffic to new articles immediately after publication, the content gets ranked faster and at higher positions.
Backlinks are treated as a byproduct of quality, not a direct acquisition target. Tactics that naturally generate backlinks:
- Gated lead magnets (e.g., implementation guides, profit calculators) that get shared and linked to
- High-quality long-form content that becomes a reference source in the industry
"Backlinks are kind of like reputation. You don't go out and get reputation — you do good work and reputation follows." — Mark Hope
Given Aviary's positioning as an outbound-first AI voice platform for credit unions, priority keyword clusters should include:
These themes align with the "blue ocean" positioning — competitors (Interface, GLIA) are focused on inbound, so Aviary can own the outbound search space before they pivot.
From the Asymmetric proposal (MQLs from SEO channel):
| Period | Inbound SEO MQLs/month |
|---|---|
| Months 1–3 | 1–3 |
| Months 4–6 | 5–10 |
| Months 7–12 | 10–20 |
SEO is a slow-build channel. The value compounds over time — early investment in DA and content depth pays off in months 4–12 and beyond. ABM and paid media are intended to carry near-term pipeline while SEO matures.
| Tool | Purpose |
|---|---|
| Google Search Console | Organic traffic, keyword queries, CTR monitoring |
| GA4 | Conversion tracking, on-site behavior |
| Crawl Scout | Ensures full site indexation |
| CallRail | Dynamic number insertion — tracks calls back to originating keyword |
| Google Looker Studio | Custom dashboard with full transparency for Aviary team |
All analytics access is shared with Aviary. Weekly syncs cover SEO performance alongside other channels (week 1 = strategy review; weeks 2–4 = execution review).
All content IP belongs to Aviary.