Search engine optimisation is not a technique for 'placing keywords' on every page. Google itself explains that SEO helps search engines understand content and helps people find pages that genuinely answer their searches.
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Start with catalogue structure
An esoteric website can quickly become confusing: incense, divination, oils, crystals, traditions, accessories and books. Categories should reflect the way customers search for products. A clear hierarchy helps both visitors and search engines understand the relationships between pages.
Avoid nearly identical or empty categories. One strong 'Resin incense' page is more useful than five variations containing three products each.
Improve pages with purchase intent
Categories and product pages should answer essential questions: what is it, who is it for, what are its features, size and price, and how should someone choose? Generic text repeated across products offers little value.
For e-commerce, Google recommends paying particular attention to site structure, product data, URLs and appropriate structured data.
Use the blog to answer informational searches
An article can answer a question that does not belong on a product page: differences between two traditions, product history, how to organise a category or how to choose an item. Content attracts readers earlier in their journey and should then guide them to relevant categories.
Link related content together
Each important article should link to a category, tool or complementary resource. Internal links help readers continue their research and signal which pages matter to search engines.
Use Search Console instead of manually checking rankings
Google Search Console shows queries, clicks, impressions, indexed pages and technical issues. Judge SEO progress over several weeks or months, since Google explains that some changes take time to have an effect.
Do not look for a magic formula
Google stresses that no secret technique guarantees first place. A sustainable strategy is to build a technically accessible, useful and coherent site that excels in its priority topics.
Official sources
Google Search Central — SEO starter guide · Google — E-commerce SEO best practices