SEO e-commerce Rybko

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.

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.

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.

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.