Ecommerce SEO is not a blog calendar. It is indexable category and product URLs, unique titles, Product JSON-LD, crawl budget that is not wasted on facet duplicates, and merchant feeds that keep price and availability honest. Technical baseline (canonical, sitemap, SSR/HTML) is the same discipline as SEO, AEO and GEO; this page is the commerce slice. If you are changing CMS, URL and category maps belong on store migration first, then the feed.
Pair with catalog UX so the page a crawler sees is the page a human can buy from. AISO/AEO for long-form brand content stays on the SEO service.
Google Merchant Center
On this locale the primary feed is Google Merchant Center. I implement the feed pipeline (platform app or a small generator), GTIN/MPN where you have them, shipping in the feed, and a walkthrough of typical disapprovals. Account ownership stays with you. Stock and price in the feed are a production invariant: if the PDP and the feed disagree, Shopping disapprovals are a matter of time.
Product JSON-LD
On-site Product markup must match the PDP: name, price, availability, image. Fake reviews and empty Offer blocks are out of scope. Editors get metadata templates they can live with; we do not write 10,000 unique adjectives.
Optional marketplace XMLs
Regional marketplace XMLs are added when you sell there. I do not treat Yandex Market YML, YooKassa, or CIS boards as the English default — those contours are on the Russian and Ukrainian pages. Optional does not mean “we fill Amazon or Walmart listings as a content shop.”
Out of scope: buying links, fake review schemes, photography production, and marketplace advertising retainers.