Each species is a search of its own. Whoever types a fish name plus a town has already chosen what to cook and needs nothing except a counter that stocks it — and that phrase barely competes with anyone.
Cooking searches reach people who would never look for a shop at all. Answering how to cook a particular fish puts a local counter in front of somebody who was about to buy something else entirely.
Shellfish and occasions run on a calendar. Christmas, Easter and the summer weekends are predictable enough that the pages should exist a month before, not during.
Provenance is a small audience that pays properly. Day boats, the port it came from, what is in season now: it is read by the customers who come back weekly rather than once.