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Need some guidance on a fresh e-commerce website

Relatively fresh in this industry and this is the first time I'll be working on a website that hasn't really seen much work in terms of SEO and we will start building its online presence from the ground very soon.

So far its authority score is <10, having only a couple hundred visitors per month, below 50 referring domains and <30 branded keywords. The website is in the beauty niche.

What kind of strategies would you be thinking and how would you approach a relatively fresh website? Let's throw off-site from the equation for now, and concentrate only on on-site optimizations.

For starters, I'm thinking that the first priority should go to technical optimizations, thus having a functional website that can be indexed by search engines and boost product keywords and other branded ones.

Then I guess it would be worth to throw in non-branded keywords around the pages, conduct a competitor analysis in hopes to see what works for them and what we could implement, and eventually turn to content marketing, notably creating blogs.

But what else could be done? Would love to see your ideas and how you would start preparing the website for search engines, only taking on-site SEO into account at first. Hoping to get some directions on how to advance towards such circumstance.

Thanks!

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