Well you need to more focus on organic SEO with only WHITE HAT TECHNIQUE. However it's time taking process but i am sure if you use this technique then you'll get good ranking definitely.
Well there are some good tools are available with the help of you can find effective keywords for your eCommerce business. Some tools are like "Keywords planner, Moz tool, SEMRUSH, Majestic" etc but my favorite is "keywords planner". Try one of them.
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