I was wondering what is the best keyword strategy when you're running a shop. When your site is 100% content based it's obvious you select the most relevant keyword for your post or page.
But, what if you're selling products in different variants from a pretty well-known brand? For example Nike shoes black/white/red/blue. Is your best keyword Nike, Nike shoes or Nike shoes black, etc. I also ask this because the combination and the order in which the variants occur are not always in line with title, URL, header, etc. And that leads to a lot of " red no's".
Please advise and share with me your best practices.