Search the competitor's keyword with seo tool. Put that keyword in the Google searches to make sure that it is high competitor's keywords or medium competitor's keyword or low competitor's keywords. Use Good content(meta description) relevant to the title tag and Keyword tag. Depend on the content hence Google will crawl it.
Start with proper on Page SEO work, and use meta tags carefully. Thereafter you can degin with the several stages of Off page SEO process.
If it is dynamic you are going to find a way to dynamically generate the on page SEO every time the page is load