Link with Anchor to header of the page: Keyword is ranking

[uBreakiFix]

I saw something interesting this week. I am doing research and spec-ing out a content page we are creating and one of our competitors "office Depot" on their phone repair page create exact match keywords that lead to an anchor that took you to the header of that pages. They were ranking first for all of those keywords with little to no links

Thier strategy is the more local long tail that includes "near me"

Have you guys ever seen this
this is the URL: https://www.officedepot.com/a/content/customer-service/samedayrepair/

They are ranking for these keywords ( Top 3 nationally )

• iphone 6 repair near me
• iphone 7 repair near me

I am assuming that this is both due to their PA and DA authority shifting the authority to itself, but it does not make sense how they are lacking in a lot of SEO low-hanging fruits like H1/H2 keyword saturation, URL, Title Tag within this content page....Anyone up for discussing this?

[I.AM.Strategist]

Hi Jonathan,

I hope that I can (at least partially) answer your question.

We know that great content and positive engagement metrics are far more important than basic optimisation strategies like keywords in H1 or the URL. So, whilst some of the SEO 'low hanging fruit' is missing it actually counts for relatively little.

I've had a quick look at the page and there's a lot of very detailed content that looks like it will do a good job of being useful / helpful to users.

The challenge would be to create content that's even better, easier or more useful than this.