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How and where to start?

My father has a small business and he gets most of his customers (80%) over the internet. The website is made with a "hompage building set" (stock desgin just tuned). I would like to optimize the website for search engines. He is listet currently at 4th place when you search the right things. My question is where can I start? I don't think I have full access to the "backend" because it's over a user friendly provider but could you guys tell me where I could start? Is there a good website that explains it (except r/SEO ;) )? Sorry for asking this nooby question..

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