Is it possible to perform seo on a .CGI pages and what specifically?

Basically, I have a website with a shopping section mywebsiteaddress*.com/cgi-bin/merchandise.cgi?products with multiple products and categories. What’s the best way to perform seo on these pages and most beneficial. If you are an amateur, please don’t try to give me a crap shoot…I want an educated answer by someone who is familiar.

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