Yes, keywords are still important. You don't want to overload your product titles and descriptions with too many keywords, but your most important keywords should be in your copy.
Mention your main keyword in your product title, description, meta description, alt text, and subheadings. Sprinkle latent semantic index (LSI) keywords throughout. These are related keywords that help Google understand the context of your page and product.
Analyze keyword search volume, CPC, and user intent
Before you use a keyword, research it. Know how often people search for it (search volume per keyword), how competitive it is in the paid advertising space (cost per click or CPC), and what people are looking for when they use that keyword.
Let's break it down further.
Search volume tells you how much consumers search for a particular keyword. A high search volume indicates greater popularity, which means you will receive more active searches for that keyword.
CPC tells you how much advertisers pay per click for ads based on a specific keyword. A high CPC indicates greater competition. If your target keyword is extremely competitive, consider finding a long-tail alternative.
Lastly, user intent refers to what people wish to find when they type a specific keyword into the Google search bar. For example, let's say someone types "shower" and hits enter.
Is this person looking for information on how to install a shower or get their shower repaired? Are they searching for inspiration for a baby shower, bachelorette party, or otherwise? If you can't determine the user's intent, add more words to the search string for clarity.