A JSON-LD for SEO customer was asking about keywords in their store:
Is there any more need to have actual key word pairs, etc, in the code of your site? I know that was an early to late 90s thing, where people were bombing their html with the keywords they wanted Google to hit on when indexing.
Keywords are still a major thing with SEO but they aren't used the same way as in the past.
Now it's more around finding the keywords people use and then using that to inform your page content. This is called keyword research.
So you'd focus on "buy a car" and not "buy an automobile" or "purchase a horseless carriage" because those are the keywords that the majority of people use in Google.
Keywords in the context of adding a bunch of them to your page have are mostly ignored by search engines these days. You'll want a few of them in your content but they should come up naturally because your content is on the topic of the keyword.
And please stop using the keyword meta tag to list the keywords. That hasn't worked for decades and any SEO who still advises that is a dinosaur.
Whether you use keywords or not, Google likes to hand out search enhancements to those websites who help them and their searchers. That's why adding structured data to your Shopify store can be a valuable option.
With JSON-LD for SEO it's even easier. The app will automatically add the data needed for search enhancements like Rich Results on products, blog posts, landing pages, and more.
Already trusted by a few thousand Shopify stores since 2015, it's the safe and effective choice for structured data.