Know what the right keywords your customers will use when searching.
You might know what your customers search for. If not, find out. Is it a description of “pants” or “jeans?” One may be searched more often than the other, but why not target both? How about “executive gifts?” Maybe “desk accessories” will broaden your web site marketing strategy.
Is word count a ranking factor? That would depend on that niche. If the competition is higher than it will be a factor opposed to a Shopify or a specific affiliate marketing niche. In this latest podcast, I go into detail about both why I believe information passed is misinterpreted with the word count as ranking factor.