Brand
Ooi Solutions — Case file
Craft kitchen brand with a cult following. Scaling organic reach beyond Instagram to own food search.
Performance data pending field measurement. Baseline and current metrics to be captured from PageSpeed Insights and Chrome UX Report.
projected
Source: GA4, Google Search Console, Shopify Analytics — Mar 2024 — Present.
Admission notes
Tastesmiths had built a loyal social following but almost zero organic search presence. Every recipe query, ingredient search, and food trend was an untapped acquisition channel.
Scope
Turning a social-first food brand into an organic search destination for recipe and food content.
Brand
The fix list
Not recommendations — the actual changes specified, page by page, in the SOP, with the sample page as the reference implementation.
| Issue found | What we changed |
|---|---|
| LCP too high | Preload hero images — move CSS backgrounds to real <img> — inline critical CSS |
| Render-blocking resources | Defer non-critical scripts — preload key stylesheets |
| Unused JavaScript | Strip and defer unused Shopify app bundles |
| Unused CSS | Extract critical CSS with Critical / Penthouse |
| No recipe schema | Recipe structured data on all recipe content pages |
| Thin product pages | Add unique ingredient copy, preparation notes and FAQs |
| Missing schema markup | Product, Recipe, Review and FAQ structured data |
| Oversized images | Serve correctly sized images per breakpoint with WebP |
| Weak cache policy | Cache-Control: public, max-age=31536000, immutable |
| No lazy loading | Lazy-load below-fold product and recipe images |
The unglamorous part
Most of this engagement was infrastructure nobody sees. It’s also the reason the rest worked.
The brand had built everything on Instagram. When the algorithm shifted, there was no organic search safety net to fall back on.
Product pages were locked into Shopify’s template structure, making it difficult to add the depth of content needed to rank.
Years of recipe posts existed only on Instagram, completely invisible to search engines and never indexed.
Without Recipe or Product schema, Tastesmiths was excluded from rich results and recipe carousels entirely.
Established food bloggers and recipe platforms already owned the search results for every recipe and ingredient query.
No strategy existed to repurpose UGC and social content into indexable, search-optimised pages.
Results
Tastesmiths now ranks for thousands of recipe and food queries, reducing social dependency and building a sustainable organic channel.
Ooi Solutions
Tastesmiths proves that recipe SEO compounds. Every indexed recipe page becomes a permanent acquisition channel — no algorithm changes, no ad spend, just organic reach that scales.
ooisolutions.in — hello@ooisolutions.in
