SEO for new ecommerce website?

Hi guys! I am pretty new to all of this so any help is appreciated. The site is for my local cooking classes. People can check out the classes and book online. Right now it isn't ranking any keyword except the shop's name.

Questions:

1. Are there any specific SEO for local businesses?

2. Which pages should I optimize? And what kind of keywords for each type of page?(Because I think there would be a lot of overlapping)

3. Do I need a blog?

4. My site has 2 versions of different languages. If you visit the root domain\, you will be redirected to domain\en\ or domain\fr\ based on your browser setting. How does this affect SEO?

5. If I decide to hire someone to do SEO, how to tell if they really know SEO?

Site structure:

Homepage Category page Product page Blog page About page 

Thanks!

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