I am so glad I found this thread! I'm still new to SEO and all the information is greatly appreciated. Caroline, thank you for the youtube link.
I've found that my craft is highly saturated and fine tuning SEO and long tail search is challenging.
I've noticed that items on the first page are all over the board when it comes to number of items in the respective shops- For instance, when I searched face serum, the first shop has 168 items, second has 39, third has 68.
Thank you for all the helpful information!