Selected answers from the Dumb SEO Questions Facebook & G+ community.
Justin Mager: Write your content in your page so that it builds up the phrasing used around your key words.
Paul Karalius: Justin Mager So just include the different variations in the content but just choose one for the h tags and title?
Noah Lopata: Justin Mager you can put them both in the title “black diamond backpack / rucksack - largeâ€.
Or pick one version for the title and one for the H1
Switch it up in H2’s and 3’s
Tim Capper: So - as ex military and a keen walker - those are two different types of products - they should have their own separate landing pages.
Paul Karalius: Tim Capper Agreed but it was the first example that sprang to mind as I was holding my back pack. Also I’m thinking more about how the general public would search.
Afraz Ul Haque: Try using both in early phrases of your content and then get to the topic...plus get some cool H2s with both variants and you`re done
Mal Ö Tonge: You can target both keywords, Use multiple h1 tags to correctly mark up your pages content to let search engines know what your page is about. Variants can also be used within the title without any issue at all. Ignore others saying you can only use 1 H1 tag. That`s not been an issue for a good few years! If the variant does not have enough content to makes its own quality page then just use multiple H1`s
https://www.google.com/search...
Jayasanker Jayakrishnan: Try to find the user intent behind using either of these kw`s. You would be suprised by the amount of difference and use them to create separate pages.
How do you optimise a page for keywords when there are two strong variants of the word say ‘back pack’ and ‘rucksack’ ? 
