True story:

A couple of years ago, amidst client work and updating spreadsheets, I ended up asking myself a question which… kinda took me a while to figure out.

And after a while of relentless testing and trying it on first, my own websites, and then, different brands… I FINALLY figured out the answer to the question.

Well… I figured out part of the answer – I already knew the rest of it. 

Which is…

“How do you rank a page for multiple keywords?”

Well, if you’re Amazon, you don’t even have to think about this – you just naturally rank for everything because your DR is 96. 

But we’re Amazon slayers. 

So we have to think about it. 

There are a few elements that go into doing this as a smaller brand; I’m going to share that process with you today. 

The easiest way to do this is with an example. 

And I’ll recycle a niche I’ve used before, because I’m also quite the tree hugger. 

“Men’s skincare”

You want to rank your collection page in the #1 spot on Google for men’s skincare, right? 

Right. 

So you optimize that page for that particular keyword, accumulate topical authority with relevant blog content, and build specific internal links. And of course, you build backlinks too. 

But what if you also want to rank for keywords like: 

• men's skincare set

• men's skincare gift set

• men's skincare products

Do you really need to create a collection for each of those? 

You could, but not necessarily. 

So how do you do it? 

Step 1: Add all of those keywords to that page. 

This part should be obvious, but nobody wants to read a sentence like: 

“Shop this men’s skincare set, the perfect skincare gift set for the man in your life who needs skincare products for his birthday.”

Please, I’m begging you, don’t write a sentence like this ever in your life. 

You’ll have to get creative with incorporating those keywords into the page copy – I believe in you. 

Now, onto my spreadsheet discovery. 

Step 2: Leverage the shit out of your anchor text. 

For all that SEO is, you have to remember this guiding principle: the internet is a series of content & links. 

And as crawlers move throughout the internet to browse content, they are following links, which you can think of as pathways. 

And what’s at the entrance to every single one of those pathways?

A flashing sign. 

This flashing sign is your anchor text. It gives the crawlers context as to what is down the pathway before they even get to the end of the pathway (which is the page that the link points to). 

Still with me? 

So, everyone knows not to build exact match anchors (unless you’re a baller like Neil Patel who does it all the time and gets his client’s sites penalized). 

But what about internal anchors? Can you be more “aggressive” with exact match anchors? 

Fuck yeah you can.

You can build several exact match anchors within your own site without being penalized. 

So, back to our example: 

As you create blogs and link back to the “men’s skincare” collection page, you can build several exact match “men’s skincare” anchors.

But you can’t use that for all of your anchors, obviously – don’t be that naive. 

Let’s take a look at the list of other keywords I wanted to rank for earlier: 

• men's skincare set

• men's skincare gift set

• men's skincare products

All of these contain “men’s skincare,” as well as other words. 

So in addition to just “men’s skincare” anchors, you should also build anchor text with these close variants of the base anchor. 

So, as an example, let’s say you have 3-5 links for each anchor, meaning you have: 

• 3-5 men’s skincare anchors

• 3-5 men's skincare set anchors

• 3-5 men's skincare gift set anchors

• 3-5 men's skincare products anchors
  

Now you have 12-20 anchors that all point to the same page, from 12-20 different blogs that are closely related to that target collection page. 

I’m talking topical authority, baby. 

At this point, you have:

• A collection page with all of those very similar target keywords present on the page 

• 12-20 relevant blogs pointing to that page, with a varied anchor structure that contains all of those keywords

Now, the crawlers are heading down those pathways with a bright flashing sign that tells them EXACTLY what they’re going to find when they get there. 

As you stack these anchor variants up and add more blog content, you will start to rank for these similar keywords. 

So what does this do for you? 

Well, I took a look at the monthly search volume on Ahrefs…

And it would, in theory, 1.5x the amount of money you make: 

Let’s say you rank for “men’s skincare,” which gets 4800 searches/month. 

That’s a good spot to be in – you should be proud. 

But if you ALSO ranked #1 for: 

• men's skincare set – 1800 searches/month

• men's skincare gift set – 400 searches/month

• men's skincare products – 250 searches/month

The total of these is 2450 searches/month, on top of the already existing 4800 searches/month, bringing you to a grand total of 7250 searches/month.

This is a 1.51x increase.

Now, I know you want to 1.5x your traffic & revenue – everyone wants to. 

But you could do more, actually…

Because I only picked 3 keywords for this example – there are dozens more. 

Now, these only work if you 1) write great blog content, 2) build internal links between that blog content, and 3) build valuable backlinks. 

One of these steps cannot exist without the other – you have to do every single step for this to work. 

Anyway, that is all for today.

If you want to rank your E-commerce store at the top of Google then I’ve put together a video that will show you exactly how to do that. In this video, I will show you the exact same process that we use with our clients that got them on page #1 of Google.

And if you show up tomorrow then I’ve got another video for you.

Until next time,

Kai Cromwell