Thanks tedster -
I'll review my site for possibilities to add additional internal links using related phrases.
I've never used a fragment identifier. Did you use one for the page in your example? Or did you bring it up to answer my question about multiple links to the same URL?
To answer the OP - the smallest change I've ever made that made a difference is tweak my titles. I keep them simple - if the page is selling Blue Widgets, that is my title and my H1.