Dominating long tail, but not highest traffic queries

[avalon37]

I am working with an online retailer and they dominate all rankings for "discount (product)", "inexpensive (product)", but they are rarely found just on 1 word searches for a product. It makes sense because most people do not search "discount (product)". The site has been around for 5+ years and has an average PR of 4/10. I think why they are not ranking higher on top queries is lack of links. Does this sound right - get more quality links?

[tedster]

Good backlinks could be one step - also check the site's link structure to be sure that the Home Page is sending PR properly to the best urls on the site, and not too overwhelmed in the total number of links.

Of course, there's the basic on-page issues, such as unique title elements and meta descriptions and text content that uses the keywords well.