Product pages, recipes and guides

We are building SEO for rybko.pl from the ground up, developing a direct online sales channel for Zakład Przetwórstwa Ryb Mieszko. The producer, already present in major retail chains, also needed to reach people looking for specific fish and seafood who were not yet familiar with its store.

+751% clicks

**1,813 clicks, compared with 213** in the preceding six months. These are clicks from organic Google search results directly to product pages.

November 2025–April 2026 compared with May–October 2025.

*Source: Google Search Console.*

The store’s search visibility

The producer’s experience and relationships with retail chains did not automatically **make its own store visible**. In May–October 2025, product pages received 35,587 impressions on Google, but only 213 clicks. Its own presence at the point of purchase decisions still needed to be developed.

At the same time, a product name was often not enough to make a choice. A customer may know the species but not know which form to choose, what a size designation means or how to prepare the fish. Another user is already looking only for **the price and a place to buy**. The content had to accommodate both entry points and lead to the right offer.

Content, intent and links

Product content
We expanded product pages semantically, connecting the species, preparation form, variant characteristics and culinary uses. The descriptions address specific needs beyond the product name alone.

Search intent
We addressed questions about choosing and preparing fish, alongside queries about price and where to buy. We placed recipes directly on product pages.

Guides and the offer
We connected guides with the product range through contextual links and sales blocks tailored to individual publications.

Recipes on product pages

We placed recipes **directly on product pages**. The answer to a question about preparing fish is therefore available at the same URL as the offer itself.

> **A page can serve both someone looking for an ingredient and someone looking for an idea for using it — without sending them to a separate guide.**

Descriptions, recipes and links

We **expanded product pages semantically**: their content connects the species, preparation form, variant characteristics and culinary uses. Plaice fillets and whole plaice received separate content suited to different cooking methods. On the U5 squid page, we explained the size designation and what it means for stuffing, grilling and preparing rings. Each piece of information addresses a specific need beyond the product name alone.

Comparing July–September with October–December 2025, product-page impressions rose from 14,892 to 99,826, an increase of 570%. Their average position on Google improved **from 14.0 to 6.8**. The products’ expanding search presence was therefore accompanied by an improvement in their average position.

### Price and where to buy

Precise purchase queries also mattered. In November 2025–April 2026, the offer appeared for “pałasz ryba gdzie kupić” at an average position of 4.33, and for “gładzica cena za kg” at 5.95. In the analysed group of non-branded queries about price, purchase and delivery, clicks leading to products increased **from 10 to 149** compared with the preceding six months, while impressions rose from 1,555 to 11,897.

### Links from guides

A second layer of work involved **contextual links from guides to the product range**, complemented by sales blocks tailored to each publication. The content system allows an article to be assigned its own headings, arguments, buttons and destination URLs. The mechanism places these within the text according to its heading structure. This makes it possible to develop connections between information and the offer without rebuilding the article layout each time.

October–December 2025

SEO for product pages

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Placement within the article

The mechanism places sales blocks within the text **according to its heading structure**.

This makes it possible to develop connections between information and the offer *without rebuilding the article layout each time*.

Links and sales blocks

A second layer of work involved **contextual links from guides to the product range**. We complemented them with sales blocks tailored to each publication.

### Settings for each article

The content system allows each article to be assigned:

1. its own **headings**;
2. **arguments** tailored to the publication;
3. separate **buttons**;
4. **destination URLs**.

Two comparison periods

### November 2025–April 2026

The **751%** increase in clicks to products was accompanied by growth in product-page impressions **from 35,587 to 217,182**, or **510%**. The baseline period is May–October 2025.

### June–August 2026

A more recent three-month comparison also shows a clear year-on-year difference. Products received **395 clicks, compared with 59** in June–August 2025 — an increase of **569%**. Impressions rose **from 12,010 to 54,772** over the same periods.

### Reaching the producer’s own range

For the producer, this represents growth in direct reach to its own product range. Alongside its presence on retail-chain shelves, Rybko gained further points of contact with customers: **searching for a particular fish, comparing variants and checking purchase options**.

Explore the product pages

Variant descriptions, recipes and the offer are available in the **Rybko store**.

• Visit rybko.pl

Clicks to product pages

1,813

Nov 2025–Apr 2026; 213 clicks in May–Oct 2025. Product pages only.

Increase in clicks

+751 %

Nov 2025–Apr 2026; 213 clicks in May–Oct 2025. Product pages only.

Increase in clicks

+964 %

Product-page clicks: 83 → 883. October–December 2025 versus July–September 2025.

Increase in impressions

+570 %

Product-page impressions: 14,892 → 99,826. October–December 2025 versus July–September 2025.

Average position improvement

+7.2 places

Average position on Google: 14.0 → 6.8. October–December 2025 versus July–September 2025. Improved ranking accompanied growth in product visibility.

Rybko product-page statistics

Search Console · /produkt/ product pages · data retrieved 8 September 2026.

Rybko growth verification

Google Search Console, rybko.pl.