26 Ways To Improve BassPro.com’s SEO

free seo audit website structure

This SEO Strategy was created for one of my favorite companies, Bass Pro Shops.

I created this SEO strategy as a free website audit, in part, to work with Bass Pro Shops and to teach e-commerce marketing professionals some of the advanced SEO techniques used by high-level e-commerce companies.

Part 1 of a larger SEO strategy document concentrates on the following areas:

  • First Impressions
  • Website Structure
    • Title tags
    • Meta Description
    • H1 Tags
    • Page Content
    • Function-Driven Content
  • Specification Driven Content

You can download the SEO Audit for FREE without submitting your contact information or opting-in to a newsletter.

If you have comments or questions, feel free to contact me via email at lou@storiale.com.

Enjoy!

Download This Free Website Audit Here (PDF 2MB)

Title Tag Slide Presentation: How To Create Advanced Title Tags

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Template for Writing Captions to Help Your Website Reach Google’s First Page

Here are the basics of the video written out with most of the slides.
caption template writing website contentThis lesson is called Captions. Captions are a short description at the top of a page that describes the service or product. This is a short description that really is an introduction to what the page is about. This section should also contain internal linking and text-decoration to help a person decide that THIS is the correct page that will give me all the information that I want and need.

The content in the caption will ALWAYS be “above the fold” that is, viewable without having to scroll down the page. Often, Google looks at the content above the fold first and makes determinations as to the subject matter.

Never make a visitor take action to ensure they have arrived on the correct page. Without scrolling or clicking, they should be able to scan the content quickly to determine that THIS is the best, most congruent page available.
pyramid of basic seo title tags meta descriptions h1 tagsA solid foundation of structural SEO begins with a few basics:

- Title Tags – invisible when you look at a page, but it is embedded in the code of a page
- Meta Descriptions (Meta means information or information about something)
Title and Meta Descriptions are both Meta Tags – it tells Google and other search engines and directories what the page is about

- H1 Tags – an HTML element that acts like the Title of the page – it is viewable to the page viewer
- Captions – This is an OP term that basically means it is a description of the page content usually 150-500 words. Located at the top of a page
what are caption and how do they helpWhat Are Captions? Think of Captions as an on-page glorified Meta Description. They are used for people and search engines alike.

Captions provide all the useful information a person and any search engine needs to ensure this content is useful + adding internal linking and text-decoration also helps.

Captions should be placed at the top of a page, above the fold.
caption template writing website contentIn this template, you have a minimum of 6 sentences.

Let’s break it down into 6 separate sections and then put it together at the end.

- 1 Creative Introductory Sentence

- 1 Sentence Summarizing the Service 

- 1 Umbrella Sentence About the Company or Owner
- 2 Detailed Sentences about the industry and specific information to that service including incentives, benefits, personas, geolocation, and more

- 1 Conclusion Sentence that reinforces this is what the visitor wants and maybe a call to action
caption 1 example writing page contentWrite a creative introductory sentence to ensure a human being and a bot can tell that this page content is not created by a machine and is not generic in nature. It can be any type of creative sentence that discusses the service or product.

"A professional teeth cleaning, besides daily brushing and flossing, is one of the best things a person can do to keep healthy teeth for a lifetime.

Dr. Acula likes to see his patients twice per year to ensure there are no early signs of gum disease, foreign objects stuck in the crevices and to apply a protective coating of fluoride, which reduces cavities by 18% (1). "
summarize services or productsThe second sentence summarizes the service.

Repeat the service name and boldface it.

The link will lead to a page that discusses plaque and the best ways to combat it.
captions seo discuss business owner or businessThis section should be easy, it is a sentence about the business or the business owner. You can include "save the cat" type information, list awards the person has won, sponsorships for local kids teams, philanthropy work and include social proof information.

Dr. Acula was the first Dentist in St. John to accept all forms of insurance and offer a discount on services when clients paid cash. Today, we have served over 8,500 customers including 2,300 families since 1984. <-- that's great social proof, credibility and a bit "save the cat."
incentives benefits seo contentThis is an opportunity to write about the industry and to include incentives, benefits and the like.


"If you schedule recurring teeth cleanings there is always a 15% discount plus a FREE GIFT of a toothbrush, toothpaste, and floss to ensure you are ready and motivated to maintain your teeth and gums. "
caption phone number linkThe final section and a call to action. Link the telephone number no matter what page it is and always provide the visitor with some idea of when they can make an appointment. Give convenience information.
manual captions exampleThis slide represents all the information together. This entire section took only 10-12 minutes to write because of the template.

There is nothing worse than a blank sheet of paper or an empty screen. Use the template to help begin the process of creating great content.

A professional teeth cleaning, besides daily brushing and flossing, is one of the best things a person can do to keep healthy teeth for a lifetime. Dr. Acula likes to see his patients twice per year to ensure there are no early signs of gum disease, foreign objects stuck in the crevices and to apply a protective coating of fluoride, which reduces cavities by 18% (1).

A professional teeth cleaning usually includes an initial set of x-rays to ensure there are no cavities. This is assessed by the dentist and is with modern technology, only takes 5 minutes. Next is an examination of the teeth and gums followed by very light cleaning and flushing of plaque between the tooth and gums. We finish up with flossing, rinsing and fluoride treatment.

Dr. Acula was the first Dentist in St. John (get directions here) to accept all forms of insurance and offer a discount on services when clients paid cash. Today, we have served over 8,500 customers including 2,300 families since 1984.

If you schedule recurring teeth cleanings there is always a 15% discount plus a FREE GIFT of a toothbrush, toothpaste, and floss to ensure you are ready and motivated to maintain your teeth and gums. A beautiful smile is always free.

Call Today to schedule your appointment for a teeth cleaning at (312) 555-1212 or via our online schedule. We are open from 10am until 6pm Monday – Thursday.
google comments on panda algorithmThis is directly from Google about having little or no original content. This template can help you create original content.

Take note when creating content. Make your content as unique as possible. Even when using a template, unique pages could seem too similar, so review your content every 5-7 pages to ensure your content is always unique.

manual captions slide 21 Creative Introductory Sentence

1 Sentence Summarizing the Service 

1 Umbrella Sentence About the Company or Owner

2 Detailed Sentences about the industry and specific information to that service including incentives, benefits, personas, geolocation, and more

1 Conclusion Sentence that reinforces this is what the visitor wants and maybe a call to action

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