Going beyond the question of ’What is Affino’ to ’What drives Affino?’. The following 10 Characteristics define how we function, and how we work (amongst ourselves and with others) - these are our watchwords. We are a close-knit international team of like-minded, dedicated professionals, who delight in overcoming complex challenges in smart and innovative ways:
Collaborative - Working together as a Team, within and without, dovetailing into client organisations and providing complementary skills and expertise - even if just bouncing ideas and sharing challenges with like- sharp-minded peers
Conscientious - Duty of Care, Future Safeguards, N+1, Backups, Redundancy, Recovery, Restoration, Scalability - considering everything you need to keep your business running smoothly, safely, securely and confidently
Empowering - Power to all staff members, enabling complete control over your digital business, using your existing resources - manpower and otherwise
Entrepreneurial - Enabling Small Companies to do big things rapidly and effectively, daily evolution in a sea of change, seizing opportunities and maximising business potential
Inquiring - Always asking questions - exactly why is this being done, for whom (all sides), what is its essential purpose and utility, can it be simplified, can some existing asset or functionality be re-purposed with minor modifications, how can it be improved?
Passionate - Strong Minds dedicated to their sciences, arts and crafts, with a particular pride in the quality of their work
Productive - A single person achieving the output of several, a handful of team members taking on the world
Self-Sufficient - Doing more in-house, our mantra for ourselves as well as our customers, The Affino Platform empowers all staff to do more, without the need for external help
Systematic - Affino is a complete holistic business platform, it needs to oversee and manage all functions seamlessly. All functions must be wholly connected to enable full control and utility. Only when you have complete control over all functions can you be in total control of your digital business
Visionary - One eye always on the future, the need to keep innovating to meet ever-evolving and future demands. No sector moves faster than the digital domain, where the
There have been a large number of articles in the past couple of months pitching and debunking the different angles on Sales and Marketing Automation (SMA). For most companies SMA means adding yet another layer of software / systems on top of an already highly complex suite of solutions. Most articles conclude that Sales and Marketing Automation is really only for the largest of companies, that it is not practically viable for small to medium enterprises.
One of the key things we at Affino do is to declutter and demistify the process and purpose of digital business / commercial website ownership. Affino’s Seamless Holistic Solution has SMA built into the core of the system, alongside CMS, Ecommerce, Community and Analytics. The truth is that modern business / digital business is highly complex and without a singular system like Affino, it is almost impossible to manage properly.
A key myth for any website or digital business is that these things entirely run themselves. What you have in reality though is an engine, and we are talking about the difference between a steam engine and a modern computer-controlled one. The analogy is really about the change in focus from shovelling coal to fine-tuning where the engine takes you and how. With modern digital businesses systems like Affino, you still have to fuel and fine-tune them, but your resources are spent on making the journey more enjoyable versus just ensuring that the engine runs.
What does Sales and Marketing Automation deliver for all companies?
Effectiveness - Modern Marketing including Growth Hacking is highly complex and active across dozens of different mediums and contact points, you simply cannot track and action everything manually
Efficiency - With Affino, a single person can accomplish the actions and activities of an entire team or small division
Scale - Target, track and respond to millions of activities
Reach - Modern Business and the Internet is truly Global, you have untapped customers around the world
Scope (24/7) - Every business has limited operating / office hours, yet customer interest can be aroused at any time
The 7 Essential Principal Parts of Affino Sales and Marketing Automation
Customer Ladder - Sales and Marketing Automation is core to Affino, as part of the Automated Customer Ladder, it ties in with every activity and every contact point of your digital
2014 saw some great new developments for Affino. Many of the developments happened outside of the product side, key highlights being growing our revenues by 70%, focusing on the Affino brand so everything about us is now Affino, and growing the team by 50% with great new team members. We also made significant leaps forward within the UK media space, of which we’ll be able to tell and show you much more over the coming months.
Affino’s growing footprint meant that we’ve evolved how we develop and deliver the Affino Service. The main change has been to create two delivery streams, one focused on developing the core Affino platform and a second focused on delivering Affino services and working with our clients to build out their digital businesses. It has taken some effort, but the benefits will be felt by everyone in 2015.
2014 saw the smallest number of Affino releases yet, with just two major releases, however there were 628 update projects covered and Affino’s ability to let you manage your customer relationships has been completely transformed. As usual it has been hard to pick the top ten updates for the year, however the following are the stand-out ones for me.
Although not fully released yet, our main focus for 2014 was again Responsive Design. We have completed the lion-share of the intellectual work behind the new Responsive Design Centre and the new Responsive Page Engine and are now in full-on execution mode. We have multiple responsive design projects under-way and although the new responsive design centre is not available to all, it is being heavily used on a number of projects and live sites. This means that when we do finally release it this year we know it will have a transformative effect.
We’re now in year four of Affino’s transition to responsive design, and at every stage we have decided on the harder but better route for Affino. It means that when we finally do release the responsive design centre publicly it will be world class in it’s performance and ability to deliver the next generation in multi-device optimised sites. You will also be able to run both classic and responsive pages alongside each other meaning that you’re not forced to do a big bang shift, giving you the time to make the most of what is going to be possible.
The Affino CRM is very capable but there’s a certain amount of effort required to set it up and get the most out of it, as there is with all CRMs. Unlike the majority of CRMs, Affino gives back much more than you put in, so each Account or Contact created, when coupled with a Customer Ladder, Conversion Events, Conversion Funnels, Message Campaigns, Social Integration and Landing Pages gives a massive return on your effort. We have created a guide here for those on Affino Support.
Affino provides great insight into all your engagement campaigns; instant notifications of key prospecting events; customer self-service and profile updates; social population of profiles and social invites, along with all the CRM stats and reports you need.
Below are the key steps you’ll want to go through (in the right sequence) to set up the CRM. There are lots more elements to explore once you get going. There are also many more guides to help you with setting up the store, running message campaigns, setting up security and starting off with the Customer Ladder which will also be useful for you during this process.
Note also that you must update to the Affino 7.5.1 + release as it includes minor improvements, chief of which is combining many of the setup profiles into a single CRM Profile screen. You also will simply not see all the CRM screens until you update as we tightened up on the security aspects.
One of the great things you will notice in this release is that there is a dedicated CRM tab on the Control Navigation. Simply switch across to this and you’ll immediately be able to search all your contacts, accounts, contracts, opportunities, tasks and notes. You will also have instant access to most of the key CRM tools.
Most of the CRM is secured under one of the three following rights: Community Manager, Sales and Contract. Community Manager for the Contact screens, Sales for the Opportunity and Account screens and Contract for the Contract and financial screens.
The starting point is to set up the Main Account. Simply go to Accounts and add the Account for your company (if you haven’t done so already).
You will then need to select / add the key members of your team to the Account as these will be required when you’re setting up
The Affino 7.5 release is an instance where the whole is much greater than the sum of it’s parts. Each new feature rolled out in this release is complimentary to the overall goal of creating the most effective Social CRM on the market today. What makes the release so exciting is that Affino now rewards every effort of the Sales / Marketing and Community teams by giving back much more in terms of insight through the connections between the CRM, messaging campaigns, live sites, ecommerce, social spaces and even the social networks themselves.
We have spent a great deal of time working through each of the key Social CRM screens and many have been iterated a dozen times to get to the point they are in this release. It means that throughout there are nice features such as the instant Account tagging, Contact Notes, Add to Contact List, Follow-up Tasks, and Campaign Reach which provide that extra to make it easy to get things done quickly and efficiently.
We hope you enjoy using the new Affino Social CRM as much as we have in creating it.
The Affino 7.5 release elevates Affino to the top of the Social CRM ladder. We have put Sales, Marketing and Community Management teams at the heart of our thinking when developing the new Social CRM hub. Every activity undertaken and insight gained by a team member can be instantly shared; and any activity by the client or prospect instantly triggers conversion events which can feed into any number of engagement campaigns.
We have spent time analysing what makes a great CRM, great Sales and Marketing Automation, great Messaging apps and have incorporated all the key elements within Affino 7.5. This has meant filling in all the missing areas, extending all the existing ones and creating a new breed of product which can replace any number of CRM / Analysis / Sales and Marketing automation platforms.
The true strength of Affino shines through when you see all of the features working together, delivering maximum performance for every input. There’s much more detail below, and we’re certain that you will appreciate the transformative nature of this release when it comes to engaging with your community and driving business development.
Although the main focus has been on the Social CRM, Promotion and Analysis hubs, there are also great updates on the content side with both new and improved article imports, improved workflow inbox and subtly improved publishing tools. The Ecommerce side gets new shipping label printing and UPS Access Point integration. On the Media side we’ve added a new Media Export which lets you export Images from any Media Library, plus we’ve also improved the Media Inbox and now support the Apple file types including Pages, Numbers and Keynote.
Some of you will be wondering where all the responsive elements are in this release. Rest assured, we’re getting close to the initial public responsive design release for Affino. You will notice sites such as IMRG’s E-retail Benchmarking System running on the new Affino responsive engine. We also have a number of other sites currently under development, and great progress is being made. We’re getting close to the Responsive release and will keep you updated via Affino com as it approaches.
What you will notice when browsing through the Affino Control Centre are the new references
There has been much talk of the Single Customer View these last 18 months - about providing a seamless and uniform experience for customers across all devices, platforms and touchpoints (OmniChannel)- and how it’s an essential part of any successful modern business. The Single Customer View is best illustrated by Netflix - where you initiate your customer journey on one device and then continue on a variety of devices - starting a film on your smartphone on the commute, then continuing on your tablet or laptop when you get home, and finally finishing it off on your big screen TV. For retailers this process can be even more involved, taking in various in-store kiosks and other point-of-sale devices. The key principle throughout though is to provide the customer with the same uniform experience and same recognisable interface - at every point in the customer journey.
The truth is that there are actually three types of ’Single Customer View’, as follows:
Single Customer View for End User: Uniform, seamless customer experience - as described above
Single Customer View for Business Owner: Uniform, seamless overview of All of an individual customer’s activities - the main focus of this article
Single Customer View per Digital Business Discipline: Single, uniform overview of all key customer data-points relating to a specific admin job function - e.g. Marketing or Retail / Commercial Manager
Currently, most businesses rely on a plethora of disparate solutions to provide them with their required functionality. Using as their starting point a CMS, Ecommerce system or even Blogging platform like WordPress. To deliver their complete solution, these companies are overly reliant on 3rd party plugins or bolt-ons which are integrated on top of the core solution. There are significant financial and operational overheads in running a digital business in this manner. A key problem with plugins is that you are never really in control of them - they get updated on their own schedule and your integrations and use thereof frequently breaks therfore. Another major consideration is the data and databases, as when you use disparate systems, you typically need additional processes and resources to streamline the data - and most importantly - streamline the User Account Databases.
Circa 10 minute video interview of Graeme Howe, Joint Managing Director of IMRG by Phil Clark, Director of Fillip Media.
Phil Clark questions Graeme on IMRG’s Member Services, the state of the e-Retailing Industry, and the background to the e-Retail Benchmarking System, its benefits to retailers, and the 9 month collaboration with Affino to develop this new service.
"Since 2009 e-retailing has achieved double digit growth every year, this year we are forecasting a growth of just over 14%"
"Our e-Retail Sales Index now collects over 44 KPIs"
"A retailer might think they are doing extremely well, but how does that compare to their competitors"
"Affino, one of IMRG’s supply members, came up with the idea of sampling, and suddenly the lightbulb went on"
"We needed the dashboard to work across all platforms, wherever that retailer was located..."
We at Affino are very proud to share the culmination of a 9 month collaboration with IMRG. The fruits of our labours have brought forth a truly smart, automated web-enabled service for retailers, powered by our own Affino Social Commerce Platform. The full details are set out in the following recently minted press release:
The first of its kind, this automated system allows online retailers to measure their performance against a quorum of similar retailers (for example, young fast fashion retailers) on a daily basis (the day after the data has been submitted) from a PC, tablet or smartphone.
Offering instant access to business critical KPIs such as average basket value, unique visitors, checkout abandonment and conversion rates on a unique personalised dashboard, the IMRG e-Retail Benchmarking System makes it easy for online retailers to measure up to 12 months’ user behaviour, traffic and overall performance and then make a comparison against the rest of the e-retail market. Benchmarks can be filtered to suit the company and each KPI is displayed as an interactive and user-friendly graph.
With over 1,000 retail members, IMRG feel they are well-placed to launch the e-Retail Benchmarking System as an addition to the series of monthly and quarterly Indexes (e-Retail, m-Retail, Quarterly Benchmarking and Delivery) for the e-retail industry. Having handled data securely for over 14 years, IMRG has ensured that all information provided by online retailers who join the IMRG e-Retail Benchmarking System is completely anonymous and totally secure.
Graeme Howe, Managing Director of IMRG, comments: “IMRG have been providing the e-Retail Industry with benchmarking information for over 14 years and this new system represents a significant leap in the service we can provide to our retail members. Retailers will be
One of the trickiest questions I get asked regularly is - "What exactly does your company do?". This is not for reasons of difficulty in explaining everything that we do, rather the difficulty of summarising what we do into a sufficiently short format. When I was in Iceland on vacation in September I had the additional challenge of trying to accurately translate some of those technical terms and concepts into everyday vernacular. I decided then and there that I would compose as concise an article as possible to act as a crib-sheet for anyone needing to explain or understand our modus operandi.
The shortform elevator pitch is as follows:
"Affino is a London-based multinational Social Commerce Specialist with its own in-house-developed Affino Social Commerce Platform. Affino works with companies and organisations to evolve business plans in order to create successful automated digital businesses, which are powered by the Affino Social Commerce Engine. Affino Social Commerce covers key industries, ranging from Retail to Publishing / Media, Professional Communities and Performing Arts."
There are 3 key aspects to Affino
The core to every successful business is the high calibre of individuals who make up that business, and how well they work together. Although small in number, Team Affino is composed of some of the very best creative-problem-solving and hard-working talent found anywhere in the world. All team members are expert in their own area - whether Systems Architecture, Applications and Software Development, Project Management, Design and Branding, Technology and Operations.
We have a unique process for drawing out the very best from everyone involved. The process is highly collaborative, and is centered on two or more partners gaining a full understanding of each other’s goals and challenges. Broadly speaking, there are three stages to the process:
Digital Business Audit - a deep and broad-ranging on-site organisational audit - consisting of a series of structured discovery conversations with leading stakeholders - with a view to investigating the current standing of a company, and evaluating its ability to capitalise on its full digital potential.
Transformation Plan - evolving from the Audit, the Transformation Plan sets out what a business or organisation needs to do to
There’s a reason Procurement Leaders keeps picking up awards, and how it can take the same award many years running. Alex, Quang and the team at Procurement Leaders never let up on innovating and improving the site. From the very first day Affino started collaborating with Procurement Leaders, it’s been a continuous process of growth and advancement. The Procurement Leaders website is already way ahead of the competition, and with new services being launched all the time, there is no sign of any slow-down.
If you have not yet taken the time to browse through this excellent website and experience the numerous quality services members can avail themselves of, we encourage you to do it now - to witness first-hand what all the fuss is about:
Both Affino and Jonathan Collins & Associates (JCA) have a long standing and successful working history with publishing companies and agencies. Affino from a solutions / technical architecture standpoint, while JCA has considerable industry insider knowledge as its key personnel have worked with and for many of the largest publishers at the highest level, and for the greater part of their careers.
The intention of the Partnership is to pool resources, knowledge and experience with a view to providing publishers with the very best consultancy and solutions for monetising the digital side of their business and achieving enduring success online.
To assuage any fears for existing customers, this is to be a working partnership where both companies remain entirely independent. Affino’s existing publishing clients can avail themselves of JCA’s expertise and insights. For customers active in other sectors, there will be no discernible changes at all.
Affino and JCA are dedicated to creating the very best online experiences for customers and service providers alike. Both partners share an ethos of close and collaborative relationships working towards common goals. We firmly believe this partnership will be invaluable for publishing companies wanting to transform their businesses to succeed in this digital age.
IMRG and Affino have been working together since the turn of the year to produce an Ecommerce benchmarking system that will allow for a fully-automated data collection and analysis process.
The new service will be embedded on a client’s website, using a smart code and revolutionary sampling algorithms driven through the Affino Social Commerce platform.
Retailers will be able to compare performance with their sector peers - including metrics such as conversion rates, average order values and checkout abandonment – in order to improve their business.
Users of the service will be able to access the daily index at any time, a process that will become the barometer for the Ecommerce industry and measuring sector performance.
Graeme Howe, Managing Director of IMRG, said: "This new dynamic benchmarking service will be revolutionary for our members, and we’re really excited to see them get so closely involved. Beta testing has been going really well."
The smart sampling provides accurate trends without affecting the performance of a client’s website.
The official launch date for the new service will be announced in due course.
You should have already read that publishers’ traditional revenue streams of advertising and subscription are not really translating into online success - there’s too much free stuff online, so subscriptions and connected advertising revenues are turning out to be relatively low yield. Some publishers are pinning their hopes on Native Advertising - i.e. Advertorials by another name - but most savvy consumers have already learnt to spot and avoid clicking on those also. In my previous blog post I pointed to smart brand advocacy - Endorsement and Product Placement as being the most likely future for advertising. So what is left to publishers - what does the future of publishing hold?
As I see it, pushed content has limited scope for delivering revenues on its own, or in tandem with any kind of advertising - even in conjunction with smart endorsements and product placements. Publishers need to be thinking more about their subscribers as members, and start providing connected member services - to service the entire vertical space for that membership. A key component to any modern business is ’Engagement’ - i.e. how businesses connect with and make themselves relevant to their customers on an ongoing basis - this will ongoingly mean delivering interactive member services.
You pretty much need to think on an almost cradle-to-grave progression when targeting say a professional sector / vertical. Starting with your likely members’ education needs, then career / recruitment, category intelligence and training, seminars and events, marketplace, networking and collaboration. The intended audience must feel that they are joining a professional members club which will forward their lifestyle experiences / career opportunities and thus significantly improve their quality of life. People go to well-connected schools and join highly-networked member clubs to ensure better jobs and brighter, more successful futures.
The demise of traditional publishing media is well documented, and barely a month goes by without another title disappearing from the news-stand. The move to digital is now quite a few generations old, and it’s quite evident that for most publishers, simple subscription and advertising alone do not generate sufficient revenues online.
Publishers have to look for other sources of revenue, and the more successful ones are more and more reliant on value-added member services. Much of this involves increased granularity in personalisation, and the ability to offer up additional content and services at a very highly targeted level. The very best sites can now offer unique customer journeys on a per-user basis, where each member’s individual needs are fully catered for in a single seamless experience.
Most Publishers need to be thinking a lot smarter, and on more holistic terms - as to what sort of experience they can provide to their membership / readership. The following list details the key services / potential sources of revenue available:
Education / Elearning
Industry Analysis / Intelligence / Trends
Industry Benchmarking Data
Industry / Supplier Directories
Personalised Content / News Alerts
Seminars / Webinars
A great example of a Publisher which is already pursuing such an agenda is triple PPA award winnerProcurement Leaders. The ever-evolving Procurement Leaders website is the new industry standard in 360° personalised member services - already providing all of the above and continuously striving to improve its offerings.
After helping Procurement Leaders win 3 PPA awards last year, including ’PPA Independent Publisher Digital Product of the Year’- Markus had plenty to share with the panel on how we at Affino help publishing companies achieve their online potential.
Which digital platform you choose to run your online business on, and how flexible and capable that platform is, is obviously a key concern for future success.
Publishing is still in the throes of a major step-change in the move to digital technologies, and most publishing companies’ futures are at stake - the right choice of approach and platform to the forthcoming challenges will decide which companies thrive, and which wither and fade away...
A recent Econsultancy feature discussed the challenges Integration poses for business growth. No matter what type of website / online business you run, there’s likely some need for Integration to provide you with the full solution you require. Ecommerce websites typically have a large number of Integration requirements - I have listed the key areas below. Integration is often a costly and time-consuming activity, and one which needs to be maintained in perpetuity. There are of course a number of different Integration strategies, and consumers should be well aware that not all systems are created equal. Here below, I outline the 4 key considerations for businesses to think about before starting down the long road of Integration.
It pays dividend to have full oversight of your business requirements at the start of your project process. There are some very different systems in the marketplace, and some will be far better tailored to your needs than others. It almost goes without saying that some degree of Integration will be required, but the more holistic a core solution is, the lesser the up-front cost. With a solution like the Affino Social Commerce Platform, most of the key Integration Areas are already catered for. For instance, you may not choose to use the Affino CRM Component in the longer-term, but you can make use of it in the first phases of your roll-out while you build up your business. Having more elements of your overall solution included in the core system greatly reduces costs and overheads - and makes for a simpler owneship experience.
Speed of Deployment
Many companies we deal with are tempted to do too much, too soon - that is to say, to fit too much into phase one of their project - this can be both a costly and risky strategy - as well as being time-consuming. With a solution like Affino though - where there’s a large
Our Affino Social Commerce Solution - soon to be version 7.5, has been around for a lot longer than many realise, and has quite an illustrious history. This article is intended to illuminate some of the highlights from Affino’s past evolution - especially for those who have not yet had the pleasure of experiencing Affino.
The roots of Affino go back to Markus’s (Affino CEO) consultancy years of 1997/8 where Affino evolved out of the somewhat more rigid ’Sunrise’ Platform, which Markus developed to run websites for Audi, Casio and Carrera Technology. The original Carrera Technology implementation has continued to influence the development of Affino, as it really was a state-of-the-art Ecommerce experience of that time, with a series of advanced specifier steps in the checkout process, and real-time inventory integration and delivery management - pretty state-of-the-art for 1998.
The company Emojo (a precursor to Comrz, with several of the same staff) was founded in 1998 with a view to developing ’Sunrise’ into a more modular platform that would be easier to implement, and most importantly - be easy to manage by customers. Right from the offset, the intention was to build the best system for selling online. There was always a long term goal of creating a full-featured modular hub, with essential plug-and-play functionality at its core, and simultaneously empowering site owners to take full control of their entire online business and to maximise their revenues through the Internet.
A key cornerstone to doing business online is the ability to sustain complex, long-term dialogues and interactions with customers. This is why, right from the start, Affino came fully loaded with social-interaction capabilities. In the early years, Ecommerce took a bit of a back seat, while the social engagement core of the system was being finessed.
Flash has largely come and gone, as has Affino IPTV and numerous other innovations of their time, which have since been replaced with ever-evolving contemporary technologies like Responsive Design and the Automated Customer Ladder. The future direction for Affino is always guided by finding the best balance between empowerment, total technical ability, seamlessness, learnability and simplicity. Affino has always been developed with the intention of delivering the
Affino 7.4 is very much a usability focused release which includes six months’ worth of usability improvements and bug fixes. There are key usability improvements throughout Affino and the CRM in particular has been transformed in its day-to-day usability with this release.
Affino 7.4 also introduces two new significant behind the scenes changes. The first is that everything now points to affino.com, the second is the shift for the Design Centre to be the Classic Design Centre. You should not notice any changes with these two introductions except they’re pointing at different locations.
This release also prepares much of the groundwork for Affino 7.5 which sees the introduction of the responsive design centre later this quarter.
The Affino 7.4 is very much a stability release and is an essential update for all Affino sites. It is an easy update, simply go through the standard update process. You will need a new licence key to access the updated Social CRM elements so please contact your account manager.
It is essential that you run through the complete update process starting with the Affino Updater, followed by the System Update, Re-Initialise Site, Design Element Update, Skin Update and finally Clear Guest Cache; all of which are available on the Settings > Update screen.
Affino’s Social CRM has seen major improvements in this release with the focus on improving the sales workflows and productivity. It means it is now easier to work with prospects as they are created as non-members and then seamlessly transitioned to full members when they register, bringing along all the pre-registration contact history. A major focus has been on minimising the steps required to manage prospects, e.g. entering the details on the contact for a new Account will instantly create the account.
Finding contacts is now much easier as you can tag them to your ‘My’ list anywhere with simply a click. When searching and you select a user from the predictive drop-down you will be taken to them immediately.
We also introduced Contact Notes which let you easily track any correspondence with the contact. These are then instantly trackable to Accounts and to a centralised Contact Notes screen. Future upgrades will see
Increasingly Affino training involves conversations on how to get started with SEO, here’s the Quick Start guide on SEO with Affino. SEO is one of the three key ways to promote your site.
This is Not an in-depth guide on how to use each of the Affino elements or on specific SEO strategies, rather it is to help you get started with the basics, i.e. a ’What to do’ rather than a ’How to’. Some of which happens in Affino, and some of which happens externally.
Before You Start
Refresh your Brand Profile
The first thing you need to do is to create your brand profile, or update it to include the essentials outlined by Stefan in his great ’Creating the Perfect Brand Profile’ article.
Based on your Brand Strategy identify the initial keywords you want to promote. These are based around your products, services and more importantly on what you would search for to find your products and services. Essentially these are your target customers’ interests.
Build up a hierarchy of keywords (Topics) in a simple indented list, just starting off in a Word document, e.g.
You’ll use this to help identify the key word and terms you’ll be promoting your site on.
Cover the Essentials
The Essentials are: Personality, Unique Content and Currentsy, see my post here. If you don’t get these right, forget about any of what I’ve outlined below. You’ll just be wasting your time and money.
If you have them covered, and are committed to them, then they will be the cornerstone of a great site.
The Essential Affino SEO Elements
Update your Zone so you have the right site information and SEO settings. You can always change these, but get the basics set up straight away. Make certain your site Keywords are in place.
Turn on logging so that you have the essential data available to you in your Affino Analysis Centre. This will allow you to evaluate your future campaigns.
Update the Zone (your site information) to be as relevant as possible. Make sure you’re using the best domain as your Zone Domain and