You can take a look at his articles here - http://www.bullydogperformancechip.com/Articles/Default.aspx
He basically did 3 things
Optimized the title for a long tail keyword
Optimized the content of the articles to make it unique
Adding a bunch of keyword links back to the product page below his content
See details here - http://www.bullydogperformancechip.com/articles/bully-dog-triple-dog-gt-nissan-350z-programmer/default.aspx
The screen shot below speaks for itself.
TAKE A LOOK AT HIS TOP 10 KEYWORDS AND HOW MANY OF THEM ARE RANKED!
All he did was target all possible variations of long tail keywords using Custom Articles that can be found in Shopping Cart Elite under SEO > Article Marketing. If you are new to this, go to HELP > TUTORIALS > MARKETING > Article Marketing