How MindArc created a seamless content strategy for Maggie Beer with Shopify Meta Objects.
When conducting an SEO audit for one of our clients, Maggie Beer, we uncovered a crucial insight—nearly all their organic traffic was coming from a handful of recipe pages. This discovery highlighted just how important it is to conduct SEO audits upfront to understand where your shoppers are coming from and what content drives engagement.
The challenge? Migrating a vast amount of recipe content—around 700 pages—while ensuring the process was scalable, manageable, and optimised for SEO. Manually managing these pages would have been an administrative nightmare. We needed a solution that allowed for structured, efficient content migration while also boosting organic visibility.
MindArc’s Approach: Meta Objects as CMS Pages
Enter Shopify’s latest feature: the ability to create CMS pages for each meta-object. By using meta objects as a structured data source, we could streamline the way content is managed, ensuring that each recipe had a dedicated, easily editable page without requiring ongoing manual input.
Structuring Meta Objects for Success
To make this work seamlessly, we designed a structured approach:
Defining the Data Fields – We mapped out all necessary fields for each recipe, ensuring that every piece of data (ingredients, steps, images, tags, etc.) was stored within a well-organised meta object.
Bulk Importing Meta Objects – Once the structure was set, we bulk imported the data, significantly reducing the time and effort required for migration.
Creating SEO-Optimised Pages – With each recipe as its own CMS page, we ensured that meta descriptions, page titles, and URL handles were optimised for search engines, leading to stronger organic performance.
Ensuring Clean Data for Import - Importing a file is easy, but updating it quickly before launch is the real challenge. That’s where backend scripts help organise data before import, ensuring everything is structured correctly. If the logic for recipes and their fields isn’t set up properly it can lead to errors. While this may not be obvious at first, well-organised data makes future updates much smoother.
The Results: Reduced Admin Work & SEO Gains
“We had a lot of recipe data that did not have a specific structure to it. With the MindArc team, through Meta Objects and bulk imports inside Shopify, we were able to structure Recipes information in such a way that allows quick updates and use the new different fields in structuring the data for SEO & Schema usage. Another game-changer is that you can easily update specific Recipes, including only the fields you need, which allows for SEO and UX A/B testing.”
- Lucian Harhata, Head of SEO at Hampers & Gifts Australia
This structured approach provided multiple benefits:
Scalability & Efficiency – Maggie Beer’s team can now create new recipe pages with minimal effort, using the pre-defined meta object structure.
SEO Optimisation – Each page is fully optimised with its own metadata, improving visibility and ranking.
Minimal Ongoing Management – Once the system was in place, the administrative burden was drastically reduced, making content management smoother and more efficient.
This solution not only removed manual tasks but also provided a future-proof way to manage content at scale. By leveraging Shopify’s meta objects as pages, brands can ensure their content remains structured, searchable, and easy to manage—all while reaping strong SEO benefits.
Struggling with complex content strategies and structures? Streamline management and boost SEO with MindArc.
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