The gift is the year's most solvent search. In December somebody types «smoked salmon gift box» and wants a box, a delivery date and a card, not a price list.
Cold and hot smoking are two products and two demands. The difference is searched explicitly, and explaining it in three sentences sells both instead of neither.
Shelf life decides the shopping basket. «How long does vacuum packed salmon keep» precedes every online purchase, and without a clear answer carrying numbers the box stays on the shelf.
Wood is an argument almost nobody uses. Beech, alder or juniper give different results, and whoever types one of those names is already spending money.
Fish is not the whole range. Smoked trout, duck breast, cheese and peppers bring searches hidden behind salmon and far less contested.
Catering searches in different quantities. «Smoked salmon for restaurants» and «professional slicing» lead to orders that repeat every week.
Provenance has become a keyword. Farmed, wild and organic get typed explicitly, and with no mention the buyer treats the goods as interchangeable.
Shipping is the last obstacle before the purchase. Cold chain, dispatch day and delivery window belong on the product page, or nobody orders perishables online.