In order for your pages to rank well for any given term, you have to optimize them for those terms specifically.
Every page of your site should have a "Primary Keyword Phrase" - which is the search term or keyword phrase that you would like for it to rank well for.
When you are getting inbound links, you want to get links pointing to your internal pages, as well as your main page (and also use good internal navigation).
You should use your "Primary Keyword Phrase" as the Link Text in those inbound links. This is how you do "off the page optimization" and help the search engines understand what each of your pages is about.
So if you wanted to rank well for ABC Product, then you would link to your page like this:
Instead of just: http://www.x.com/product.html
Hope that helps :D