Best strategy

I was wondering lately, what would be best strategy to position certain site. Let's say we have e-commerce website with lots of products (about 20k). Apart from products landing pages there are some blog-ish pages but that's it - no other engaging content. Would good strategy be focusing on those pages, and making sure that category texts and meta are up to date and filled with good keywords, leaving products as they are? Keen to know your thoughts about how you would tackle this.