Kettle & Crow: from page four to the answer box

The challenge

Kettle & Crow had excellent coffee and invisible content. Search assistants recommended big brands for every brewing question.

What we did

1. 01

   We mapped 2,000 brewing questions and how assistants answered them.

2. 02

   Baristas and our editors wrote a brewing guide that answers them properly, with structured data machines can read.

3. 03

   We monitored answer share weekly and refreshed what slipped.