What is Macaroni?

Macaroni is Blink SEO’s custom-built Shopify platform for eCommerce SEO analysis, implementation, and reporting.

It brings together all the data that matters for your store - from product and collection information to search performance - and turns it into actionable, large-scale SEO improvements.

Unlike generic SEO tools, Macaroni is designed specifically for Shopify. That means the data, workflows, and outputs are tailored to the way Shopify stores are structured, making it faster and easier to create, optimise, and expand your store’s taxonomy.

It’s developed in-house by Blink’s engineering team, led by Dr Ian Read – a machine learning expert with over 30 years’ experience working with organisations including the UK government, McKinsey, and McLaren.

Built for Shopify SEO

Shopify is a stable and powerful platform, but it wasn’t built with complex SEO workflows in mind - especially for stores with hundreds or thousands of products.
Macaroni solves that by connecting multiple data sources and streamlining the most important, high-impact work.

What Macaroni manages

Macaroni’s data engine pulls in:

• From your store: products, collections, pages, URLs, metadata, and text content

• From external sources: Google Analytics, Google Search Console, and other performance data

We then uses this information to:

• Map relevant keywords to every page in your catalogue

• Suggest new collection opportunities

• Carry out best practice on-page optimisation 

• Identify internal linking opportunities

This is all overseen by our SEO team, who apply human judgement where nuance matters - for example, choosing between two near-identical keywords based on brand positioning or sales data.

Why it’s valuable for large catalogues

Keyword mapping is essential for any substantial SEO project, but doing it manually for thousands of pages can take months. Macaroni automates the process, completing initial research in days and unlocking opportunities to:

• Optimise on-page elements at scale

• Build new targeted entry points for customers

• Improve internal linking and site structure

• Align taxonomy with how customers actually search

From analysis to implementation

Most SEO tools stop at delivering recommendations. Macaroni goes further by allowing us to implement changes directly from within the app – making the impact immediate.

Instead of passing outputs into a separate workflow, our team can update titles, descriptions, and collections at scale without switching tools.

Part of Blink’s technology stack

Macaroni is one of the core tools we use alongside Macalytics and our custom Shopify modules. While Macalytics shows where the opportunities are, Macaroni provides the means to act on them - structuring, optimising, and expanding your Shopify store to capture more demand.

You can learn more at macaroni.works or contact us if you’d like to see how it could work for your store.