Well! To find out the best possible keywords for your business, you have to do a keyword analysis based on your products/services, preferred target market/location. And then you'll have to take notice of search volume and competitiveness of the keywords as well.
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Well! SEO is very much important for any website even if you rank yourself higher on Google Adwords.
It's simply because SEO is the best and most cost-effective way to market a website (especially e-commerce sites) compared to any other marketing channels. SEO also helps to build better relationships with your audience, improve the customer experience, increase your authority, drive more people to your site, give you an edge over the competition, and increase conversions, which means more sales, more loyal customers, and more growth for your business.