Gifts.com - Multiple domain pages in SERPs

[znotes]

One of our big natural search competitors for gift keywords is Gifts.com. We are competing for many keywords like "teen gifts",  "gifts for him", "gifts for her". For many of these, the Google SERP has multiple Gifts.com pages on the first page.

I have never seen more than one of our pages (uncommongoods.com) on  a SERP page. Any clue how/why Gifts.com has multiple pages in search results ?

Thanks!

[EGOL]

Most people think that keyword cannibalization is a problem.  But here we see Gifts.com use it as an opportunity.

If you want to start taking over more SERP real estate for your money terms then produce more than one page that targets those terms.

Intentional keyword cannibalization is not a sin, it is a way to dominate your SERPs.

[evolvingSEO]

It appears they already have multiple pages (teen gifts for example).

So I was going to say, run them all through the on-page optimization tool, and the SERP analysis tool (run a full report), get all the ranking factors of Gifts.com and then improve their own for each page.

Thoughts on that?

-Dan

[EGOL]

I think that is a good idea.  yes!