Masafina.

About Masafina

Laura and Andrea from Masafina approached us to help with their social content and SEO. Masafina brings heritage Mexican ingredients to the UK: heirloom corn tortillas, fresh tomatillos, beans, dried chillies, salsas and wheat flour tortillas. The shop at masafina.com was already live. We took on the social programme, a custom blog and contact page on that existing store, and the search work that followed.

The challenge

The Instagram account already had an audience when Laura and Andrea got in touch. The following now sits at 4,800, built up over several years of posting. What had slipped was consistency. Two months of the preceding spring passed without a single post, and reach per post had fallen well below the stronger months.

Search was the other part of what they asked us to help with. There was no Search Console property, and the title and meta description on each page were empty, so Google was showing the title "Masafina" on its own.

What we did

Social programme

We stopped treating the social account as a shop window and started treating it as a publication about Mexican food culture. UNESCO's recognition of Mexican cuisine as intangible heritage. The hand-painted rótulos that signed taco stands before printed menus existed. Why corn varieties are not defined by colour. What actually sits in an Oaxacan pantry.

Product came second. The through-line was to teach people something they would want to pass on. Alongside that, we moved on cultural moments as they happened, including the Mexico versus England World Cup fixture, and ran stories to keep the account present between feed posts.

Seven feed posts and thirty stories over seven weeks, on a fixed schedule.

Inside the Masafina factory

Blog, contact and search

• Added a custom blog and a contact page to the existing store.
• Set up Google Search Console and submitted the sitemap.
• Wrote search-focused titles and meta descriptions across the key pages, including the product pages.
• Run an ongoing programme of two blog posts a month.

The posts

• Nixtamalization: The Ancient Process Behind Better Tortillas
• What Is the Milpa? The 5,000-Year-Old Farming System That Still Feeds Mexico
• Mexican Restaurants in London Worth Knowing About
• What Makes a Great Mexican Salsa? It's More Than Just Heat
• Mexican Regional Salsas: Why There Is No Such Thing As "Salsa"
• Heirloom Corn Isn't a Colour. It's Four Different Varieties Wearing One Name

Search Console results

Figures are from Google Search Console, web search, exported on 8 October 2026.

Where the data starts

Performance data starts on 12 June 2026 and runs to 6 October 2026, 117 days. The daily comparison uses 12 June to 6 July (25 days) against 7 July to 6 October (92 days). The headlines on this page are those daily rates, plus the full months of July, August and September.

Six months, 12 June to 6 October 2026

From 12 June to 6 October 2026 the site recorded 1,832 clicks, 62,402 impressions, a 2.94% CTR and an average position of 7.16.

June and early October are partial months, shown so the total reconciles. Compare the three full months with each other. Average position is impression-weighted from daily positions, accurate to about 0.05.

Clicks per day rose in every full month: 14.13 in July, 15.68 in August, 19.27 in September. September was the strongest full month, with 578 clicks, and its clicks per day were 36.4% higher than July's. Monthly impressions climbed from 8,582 in July to 19,296 in August and 27,355 in September. CTR fell over those same months, from 5.10% to 2.52% to 2.11%, because most of the new impressions are informational queries.

A fair three-month comparison

The later window is 7 July to 6 October 2026 (92 days). The earlier window with any data is 12 June to 6 July 2026 (25 days). Per day, the two windows can be compared directly.

Average position moved from 6.79 to 7.17 as a wider set of informational queries came into the results. Brand terms held. The query "masafina" was at position 2.18, then 2.34. The homepage was at position 4.56, then 4.48.

Top queries, 7 July to 6 October 2026

These are the ten named queries with the most clicks.

Brand queries still produce most of the clicks. "masafina" alone is 512 clicks. The non-brand volume is concentrated in nixtamalization and tomatillos, covered below.

Top pages, same two windows

Clicks and impressions below are for 7 July to 6 October 2026. "Position before" is 12 June to 6 July 2026, a 25-day window, so this table shows positions and counts rather than a percentage change.

The homepage still drives most clicks: 969 of 1,513, which is 64.0%. In the earlier window it had 246 clicks and 1,227 impressions. The nixtamalization guide is the impression story: 39,073 impressions and 159 clicks, from zero in the earlier window. That single URL is 65.0% of all impressions in the later window (39,073 of 60,100), at a 0.41% CTR.

The nixtamalization cluster

The guide Nixtamalization: The Ancient Process Behind Better Tortillas was published on 20 July 2026. In the later window the page had no earlier counterpart: 159 clicks, 39,073 impressions, average position 7.56.

The query "nixtamalization" itself had 30 clicks, 14,478 impressions, a 0.21% CTR and average position 8.64, against no impressions from 12 June to 6 July. Across every query containing "nixtamal", including the misspelling "nixtamil", there were 153 queries, 56 clicks and 21,790 impressions in the later window, against 0 clicks and 0 impressions before. "Before" here means that 25-day window, which is the entire pre-July dataset.

Related queries in the same window include "nixtamalized" (4 clicks, 2,256 impressions, position 7.18), "nixtamalized corn" (4 clicks, 1,334 impressions, position 6.72) and "nixtamalization process" (2 clicks, 279 impressions, position 7.96).

Tomatillos climbed

Tomatillo queries are the clearest ranking gain with volume in both windows. Several other climbing queries had only 1 to 10 impressions before, so their earlier positions are thin. The tomatillo terms below had enough earlier volume to read.

The product page fresh tomatillos moved from average position 11.52 to 7.32. Clicks on that URL went from 12 to 78, and impressions from 380 to 4,404, again across a 25-day window and a 92-day window. All queries containing "tomatillo": 69 queries, 40 clicks and 3,143 impressions in the later window, against 7 clicks and 253 impressions before.

Indexing, 9 July to 3 October 2026

Indexed pages rose from 13 on 9 July 2026 to 24 on 3 October 2026.

Devices and countries, 7 July to 6 October 2026

The UK delivers 77.9% of clicks at an 11.23% CTR. The United States accounts for 60.2% of impressions at a 0.49% CTR, in line with the wider reach of informational pages such as the nixtamalization guide.

Generative AI features, a separate beta report

Google's Generative AI features report (beta), for roughly 28 June to 28 September 2026, showed 8.66K impressions, of which 5,432 were on the nixtamalization guide. Daily impressions in that report climbed from about 15 to 25 in early July to about 150 to 350 in mid to late September, with a spike of about 380 around 5 August. That report sits outside the web totals above.

Measured speed of the live site

Google PageSpeed Insights scores the live site at 93/100 on the desktop test, with a First Contentful Paint of 0.4 seconds, zero total blocking time, and a Cumulative Layout Shift of 0.004.

How social, the blog and search fit together

The engagement runs as one programme. Each layer gives the others something concrete to work with.

• Social media. Heritage-led feed posts and stories on a fixed schedule. Seven feed posts and thirty stories over seven weeks. The account stays present, and the posts have a subject other than the product shot.
• Blog and contact, on the existing store. The blog and contact page give the site a place to publish and a place to enquire. The guides are the pages behind the new impressions, above all the nixtamalization guide.
• SEO. Search-focused titles and meta descriptions, Search Console, the sitemap, then two posts a month. Indexed pages moved from 13 to 24 between 9 July and 3 October.

The homepage carries about 64% of clicks, mostly on the brand name. The new guides carry most of the new impressions. Social keeps the brand in front of people who already know it. The blog is what Google shows to people searching the subject.

The same publishing habit is what showed up in Google's beta Generative AI features report, concentrated on the nixtamalization guide. How we think about pages that can be cited is written up separately in AI search optimisation and social and search working together.

Questions this page answers