In this article, I ll focus on Google and use Google-specific terminology, though Bing has unique methods of displaying information as well.
Though the two visible brands are both franchises closest to the ZOG Digital office, distance is not the only factor that potential customers are likely to consider — The Coffee Bean & Tea Leaf has 14 reviews with an aggregate rating of 4.2 stars, while both Starbucks locations combined have one review and no visible ratings.
Conversely, a search term like best coffee shop prioritizes local quality and indicates the user s desire to buy a prepared coffee drink rather than beans to brew at home.
For users seeking more information on coffee, the Wikipedia sitelinks that are visible in the above SERP direct visitors toward their specific need, while allowing them to skip a navigational step.
Schema code specific to menu results must also be included on menu pages to populate a carousel, as shown above in the SERP.
The comprehensive 901-word article takes users step-by-step through four ways to brew coffee for a few different types of coffee makers.