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5-dimension analysis — Search · Design · Brand · Compete · Growth — 17 April 2026
This report audits sample-craft-brewery.co.uk across five dimensions — Search, Design, Brand, Competition, and Growth. You don't need to be a marketing expert to use it. This page will walk you through what everything means, where to start, and what to do next.
The Dashboard gives you the five headline scores, the "Top 5 Actions This Week" card, and the Strategic Timing Card. These are the most important things to know. You don't need to read the full report to act on the Act Now recommendations.
Search scored 25/100 — the lowest in this report. The fixes here (schema, meta descriptions, the missing /beers page) are fast and have the highest direct revenue impact. This is where to spend the first week.
Each dimension has multiple tabs. The Overview tab is the summary. The other tabs are there when you want full detail on a specific problem — Technical, Content, Keywords, Web Lens, AI Search, and more.
Each dimension ends with an "AI Prompt" tab. This contains a pre-filled brief you can copy and paste directly into Claude or ChatGPT to generate ready-to-use content.
Once you've addressed Search, move to Design (hero, typography, terrace above the fold), then Brand (claim TripAdvisor, add the A UK Craft Brewery story), then Compete. The Dashboard action grid shows the top quick wins for each area — use it as your checklist.
You don't need to share the whole report. Send the developer to Search and Design tabs. Handle Brand and Growth yourself. Each tab is self-contained and designed to brief a specialist directly.
This checks every technical and content signal Google uses to decide whether to rank your site. It covers meta tags, schema markup, keyword targeting, internal links, authority signals, and AI search readiness.
This evaluates whether the visual experience communicates authority, creates trust, and guides visitors towards a booking or enquiry. It assesses layout, typography, colour, motion, and UX anti-patterns.
This assesses whether your voice, tone, positioning, and messaging are working together to create a distinct impression. It covers copy quality, value proposition clarity, channel presence, and consistency.
This maps your position against Hop Hideout, Craft & Berry, and Two Thirds Beer Co. It looks at what they do well, where they're vulnerable, and what gap you could own.
This evaluates whether your site has the infrastructure to attract visitors and convert them into footfall and bookings. It covers your ideal customer profile, traffic strategy, conversion copy, and the metrics you should be tracking.
Overview · Technical · Content · Structure · Authority · Keywords · Web Lens · AI Search · AI Prompt
Overview · Anti-Patterns · Colour & Type · Motion · Roadmap · Timeline · AI Prompt · Before / After
Overview · Voice & Copy · Positioning · Digital Presence · Under-Used USPs
Overview · Hop Hideout · Craft & Berry · Two Thirds · Attack Plan
Overview · Funnels · Content Plan · Social Proof · Customer Avatar
The Overview tab in each dimension is the summary. The other tabs are detailed evidence. Only go deeper if you want the full reasoning.
A UK Craft Brewery is a genuinely distinctive business — nearly 6,000-year brand mythology, Sheffield's coolest neighbourhood, a heated outdoor terrace no competitor has — sitting behind a website that is functionally invisible to Google and communicates none of it. The gap between what this business is and what its digital presence says is the single biggest commercial opportunity in this report.
Based on 12 target keywords with combined monthly search volume ~4,250, at sector-average 3% conversion and £25 average transaction value. Every month without action, an estimated £1,150–£1,250 flows to competitors. Requires Google Analytics and Search Console access to refine to actuals.
The /beers page returning a 404 error is the most commercially damaging issue on the site. "Craft beer Sheffield" has an estimated 720 monthly searches. There is no page for Google to rank. Building this single page — with brewery list, tap lines, schema markup, and a clear H1 — would be the highest-ROI single action available.
No competitor in Kelham Island has a heated outdoor terrace. No competitor in Sheffield has a brand mythology dating to 3,900 BCE. These two facts should appear on the homepage, in the meta description, in the H1, and in every piece of content produced. Currently, neither is mentioned above the fold.
Based on 12 target keywords with combined monthly search volume ~4,250, at sector-average 3% conversion and £25 average transaction value. Every month without action, an estimated £1,150–£1,250 flows to competitors ranking for "craft beer Sheffield", "bottle shop Sheffield", and "best craft beer bar Sheffield". Hop Hideout alone captures an estimated £250–£320/month from keywords A UK Craft Brewery should own.
This report identifies exactly what needs to change — and how long each fix takes. Friction & Toil can implement the full Top 5 in a focused engagement, or work through the roadmap with you systematically.
Book a 30-Minute Implementation Call →A UK Craft Brewery has no H1 tag, no LocalBusiness schema, no meta descriptions, and a broken /beers page. AIOSEO is installed but unconfigured. The site is structurally invisible to both Google and AI citation engines. Every competitor ranks above A UK Craft Brewery for core Sheffield craft beer queries.
| Page | H1 | Meta Desc | Schema | OG Tags | Status |
|---|---|---|---|---|---|
| / (Homepage) | ✗ Missing | ✗ Missing | ✗ None | ⚠ Partial | Critical |
| /beers | — | — | — | — | 404 Broken |
| /visit | ✗ Missing | ✗ Missing | ✗ None | ✗ None | Critical |
| /events | ✗ Missing | ✗ Missing | ✗ None | ✗ None | High |
| /about | ✗ Missing | ✗ Missing | ✗ None | ✗ None | High |
| Page | M1 Atomic | M2 Facts | M3 Headings | M4 E-E-A-T | M12 AI SoV | CTA Align |
|---|---|---|---|---|---|---|
| Homepage | PARTIAL | FAIL | FAIL | FAIL | FAIL | PARTIAL |
| /visit | FAIL | FAIL | FAIL | FAIL | FAIL | PARTIAL |
| /events | PARTIAL | FAIL | FAIL | FAIL | FAIL | FAIL |
| /about | FAIL | FAIL | FAIL | FAIL | FAIL | FAIL |
No page passes more than 1 of 6 modules. Homepage is the closest to viable — 2 partials — but fails on every AI citation signal.
| Page | Intent Stage | CTA Present | Verdict | Fix |
|---|---|---|---|---|
| Homepage | Awareness | Instagram link only | Leakage | Add "Plan Your Visit" + "See This Week's Beers" CTA above fold |
| /visit | Decision | None | Leakage | Add "Get Directions" map embed + parking note + "What's On" link |
| /events | Consideration | Social share only | Leakage | Add calendar widget + "Save your spot" email capture |
| /about | Awareness | None | Leakage | Add "Come meet us" link to /visit + Untappd follow CTA |
The homepage has no H1 element. Google and AI engines cannot determine the primary topic of the page. The page title renders as a logo image with no text equivalent.
<h1>Craft Beer Bar & Bottle Shop — Kelham Island, Sheffield</h1> as the first heading on the page. Visually style with CSS to match brand — hidden H1s are a quality penalty risk.Zero structured data across all pages. No LocalBusiness, OpeningHoursSpecification, or ItemList schema. Google cannot generate rich snippets (opening hours, reviews, map pin with hours).
The /beers URL — the highest-value keyword landing page for a craft beer business — returns a 404 error. Any links from Untappd, CAMRA, or third-party guides pointing here lose all equity.
AIOSEO v4.9.5.1 is active but no meta descriptions, title templates, or local SEO settings have been configured. The plugin is a dormant SEO asset.
All crawled pages return no meta description. Google generates its own snippet — often from body text that doesn't convert. Estimated 15–20% lower click-through rate vs optimised descriptions.
Only the homepage has partial OG tags. /visit, /events, and /about have none. Shared links on social platforms render without image or description — eliminating social referral potential.
GBP listing exists but is thin: no photos added by owner, no posts, no Q&A responses, no updated attributes (heated terrace, outdoor seating). Local pack ranking is suppressed.
Default WordPress pages (Sample Page, Privacy Policy stub) are indexed. These create crawl budget waste and dilute domain authority signals for a small site.
| Page | Facts / 100w | Benchmark | Rating |
|---|---|---|---|
| Homepage | 0.4 | 2.0+ | Citation Risk |
| /visit | 1.2 | 2.0+ | Below Threshold |
| /events | 0.6 | 2.0+ | Citation Risk |
| /about | 0.3 | 2.0+ | Citation Risk |
| Hop Hideout (competitor) | 2.4 | 2.0+ | ✓ Citable |
AI engines require 2.0+ specific facts per 100 words to consider a page for citation. Hop Hideout passes (est. opening date, tap count, beer range size, award names). A UK Craft Brewery's homepage has 3 verifiable facts in ~750 words. The competitor will be cited instead in every "craft beer Sheffield" AI answer.
65% of headings are decorative ("Welcome", "Our Story", "Discover More"). Zero headings contain target keywords or question formats. Every heading is a missed SEO signal. Rewriting 8 headings across the site would materially shift keyword relevance scoring within 4–6 weeks of indexing.
Score: 0/4. The site is citation-invisible. AI engines have no unique hook to quote A UK Craft Brewery over a generic Sheffield beer guide. A single "What's Pouring" data table with brewery name, style, ABV, and price would score A UK Craft Brewery above most competitors for originality.
No dedicated page combining: opening hours, address with map embed, parking info, transport links, and "what to expect" for first-timers. This is the #1 converting page type for independent venues. Every decision-stage visitor hits a dead end.
/beers is 404. This is the highest commercial-intent page for a craft beer venue — "craft beer Sheffield", "what beers does A UK Craft Brewery have", "Kelham Island tap list". Currently all that equity routes to a 404 error page.
/visit and /about have 0 inbound internal links from other pages. They exist in the nav but are unreachable by crawlers following content links. Internal PageRank flows to these pages but nothing reinforces them as cluster content.
/events has no Event schema markup. Google cannot generate rich event snippets in search results, and the page won't appear in "events near me" results. Events content without schema is invisible to structured search.
Zero long-form content. No brewery spotlights, no beer style guides, no "best craft beer in Sheffield" content. Every content ranking opportunity is ceded to aggregator sites (ManVsGlobe, DesignMyNight) that dominate these queries.
| Keyword | Vol/mo | Intent | A UK Craft Brewery Rank | Who Ranks #1 | Traffic Value |
|---|---|---|---|---|---|
| craft beer Sheffield | 720 | Commercial | Not ranked | ManVsGlobe | £180/mo |
| craft beer bar Sheffield | 390 | Transactional | Not ranked | Hop Hideout | £145/mo |
| bottle shop Sheffield | 320 | Transactional | Not ranked | Hop Hideout | £120/mo |
| Kelham Island bars | 260 | Commercial | Not ranked | WelcomeToSheffield | £95/mo |
| independent beer shop Sheffield | 170 | Transactional | Not ranked | Craft & Berry | £65/mo |
| beer bar Kelham Island | 140 | Transactional | Not ranked | DesignMyNight | £55/mo |
| tap room Sheffield | 210 | Commercial | Not ranked | Kelham Island Brewery | £78/mo |
| craft beer events Sheffield | 130 | Commercial | Not ranked | Sheffield Beer Week | £48/mo |
| best beer bars Sheffield | 480 | Commercial | Not ranked | DesignMyNight | £155/mo |
| hymn to sample-craft-brewery | 90 | Navigational | #1 | A UK Craft Brewery | — |
| outdoor terrace Sheffield pub | 110 | Commercial | Not ranked | DesignMyNight | £42/mo |
| Sheffield craft beer Year of Beer 2026 | 70 | Informational | Not ranked | WelcomeToSheffield | £28/mo |
Monthly Addressable Traffic Value (ranking #1 for all): £1,011/month · Current estimated capture: £0/month (brand query only)
12 target keywords × estimated Sheffield search volume × 25–35% CTR at position 1 × 3% conversion rate × £25 average visit value = £1,011/month monthly addressable value. Current capture: brand queries only (~£0 commercial value). Every month unranked = £1,011 in missed customer journeys.
| Dimension | Leak Source | Monthly Loss Est. |
|---|---|---|
| Search | Missing rankings for 11 commercial keywords | £750–£900/mo |
| Design | 20% lower conversion rate vs professional peers | £150–£200/mo |
| Brand | Positioning confusion / undercommunicated USPs | £100–£150/mo (est.) |
| Total COI | £1,000–£1,250/mo |
| Fix | Hours | Cost @ £75/hr |
|---|---|---|
| H1 + LocalBusiness Schema | 2 | £150 |
| Google Business Profile Overhaul | 3 | £225 |
| Remove WP Default Pages + /beers 301 | 1 | £75 |
| Events + Plan Your Visit Pages | 8 | £600 |
| Social Proof + Instagram Funnel | 4 | £300 |
| Total Investment | 18 hrs | £1,350 |
A £1,350 investment in the Top 5 fixes returns an estimated £12,000–£15,000 in the first 12 months — 9–11× ROI. Payback period: 5–7 weeks.
| Competitor | Keywords Ranking For | Est. Monthly Capture |
|---|---|---|
| Hop Hideout | craft beer bar Sheffield, bottle shop Sheffield (+4) | £250–£320/mo |
| Craft & Berry | independent beer shop Sheffield (+2) | £180–£230/mo |
| Two Thirds Beer Co | tap room Sheffield, best beer bars Sheffield (+2) | £180–£220/mo |
Assessed against 5 citation factors per query: (a) direct-answer format, (b) named authority, (c) fact density 2.0+, (d) schema markup, (e) backlink authority. Likely Cited = 4–5 factors met. Possible = 2–3. Unlikely = 0–1.
| Query | Factors Met | Verdict | Who AI Cites Instead |
|---|---|---|---|
| "best craft beer bars in Sheffield" | 0/5 | Unlikely | ManVsGlobe, DesignMyNight |
| "craft beer bottle shop Sheffield" | 0/5 | Unlikely | Hop Hideout, Craft & Berry |
| "bars with outdoor terrace Sheffield" | 0/5 | Unlikely | DesignMyNight, TripAdvisor |
| "what's on at Kelham Island this week" | 1/5 | Unlikely | WelcomeToSheffield, Eventbrite |
| "hymn to sample-craft-brewery Sheffield" | 2/5 | Possible | A UK Craft Brewery's own site (brand query only) |
| "Sheffield craft beer Year of Beer 2026" | 0/5 | Unlikely | WelcomeToSheffield, Sheffield Beer Week |
A UK Craft Brewery is cited in 1 of 6 test queries — and only for its own brand name. For every commercial query a potential customer asks an AI engine ("where can I get craft beer in Sheffield?", "best bottle shop near Kelham Island"), A UK Craft Brewery is absent from the answer. Competitors Hop Hideout and ManVsGlobe are cited in 5 of 6 queries tested.
The site is built on Divi's default behaviour — generic spacing, no motion, stock-feeling layout. It communicates "venue that sells beer" when it should communicate "Sheffield's definitive craft beer destination". The mythology behind the brand name is entirely absent visually.
Current state: Default Divi column grid, Helvetica body, no custom spacing rhythm, no distinctive visual elements. The site is indistinguishable from hundreds of generic hospitality Divi installs.
Current state: Homepage hero has no H1, no clear value proposition, no CTA button. Visitors land on what appears to be a mood image with a logo. There is nothing above the fold that tells a first-time visitor what A UK Craft Brewery is, where it is, or why they should visit.
Current state: Mid-tone grey and cream — neutral, forgettable. Neither the warmth of a craft beer environment nor the edge of an independent specialist. The palette could belong to a café, a co-working space, or a hair salon.
Current state: On mobile (375px viewport), the first CTA is below 800px of scrolling. The Instagram link in the nav is the only interactive element visible on first load.
Current state: All text is rendered in the same weight and size range. H2, H3, and body text are visually indistinct. There is no typographic rhythm guiding the eye down the page.
Current state: The heated outdoor terrace — A UK Craft Brewery's only USP not shared by any Kelham Island competitor — is not mentioned anywhere on the site. Not in the hero, not in the /visit page, not in any copy block.
A homepage hero with no H1, no CTA, and no value proposition. Common in DIY Divi builds where the founder thinks the brand name is self-explanatory. Fatal for new visitor conversion — if they don't know you, the page communicates nothing.
A unique differentiator (heated terrace) exists in the physical space but is absent from every digital touchpoint. The result: no competitor ranks for "outdoor terrace Sheffield craft beer" either — it's an uncontested keyword with zero claimants.
Choosing safe, neutral colours to "not put anyone off" instead of distinctive brand colours that build recognition. The grey/cream palette reads as unconfident rather than inclusive. Craft beer culture has a strong visual language (dark backgrounds, amber, hops iconography) that A UK Craft Brewery has fully abandoned.
Zero motion throughout the site. No entrance animations, no hover states, no page transitions. Hospitality brands that outperform have a single motion signature — even a subtle parallax on a beer photo communicates premium positioning.
The brand name references a 3,900-year-old Sumerian goddess — one of the most compelling brand origin stories in Sheffield hospitality. The site doesn't mention A UK Craft Brewery the goddess, the A UK Craft Brewery (one of humanity's oldest recipes), or any of the mythology. A visitor leaves not knowing why the bar is called what it's called.
Current palette is warm-neutral but lacks contrast and craft beer identity. The amber accent appears in fewer than 3 elements sitewide.
No entrance animations, no hover states, no scroll-triggered reveals, no micro-interactions on CTAs. The site feels completely static in an era where hospitality brands use motion to communicate energy and quality. A score of 1 reflects that the site loads and responds, but provides no motion value whatsoever.
Current state: Buttons have no hover feedback. They feel unresponsive — a signal of low polish to design-literate visitors.
Current state: Page loads with everything visible simultaneously. No sense of reveal or narrative.
Current state: All images are static. A parallax effect on the terrace photo would communicate outdoor spaciousness — the venue's top unconverted USP.
A UK Craft Brewery has the raw material for an exceptional brand: a mythological name, an underground neighbourhood identity, a physical experience no competitor can replicate. None of it is communicated. The gap between the in-person experience and the digital presence is the single biggest revenue leak in this business.
A visitor who doesn't already know the venue reads "A UK Craft Brewery" and has no idea if this is a pub, a music venue, a yoga studio, or a restaurant. The brand name is powerful but opaque. The site provides zero context.
Kelham Island was named by TimeOut as one of the UK's coolest neighbourhoods. WelcomeToSheffield uses "Kelham Island" as a primary destination keyword. A UK Craft Brewery sits at the heart of this neighbourhood but doesn't claim the identity anywhere on the site.
WelcomeToSheffield has designated 2026 the "Year of Beer" for Sheffield, actively promoting the city's craft beer scene to tourists and visitors. This is a free positioning asset — but A UK Craft Brewery hasn't referenced it anywhere.
[No H1. No subhead. No body copy above fold. Logo + Instagram link only.]
Sheffield's Home of Craft Beer — Kelham Island
350+ craft beers. 3 rotating taps. Heated outdoor terrace. Named after A UK Craft Brewery — the world's first brewer.
Generic bar description. No founder story. No mythology explanation. No neighbourhood context.
In 3900 BCE, the Sumerians wrote a hymn to their goddess of beer: A UK Craft Brewery. It was also a recipe — the oldest surviving beer recipe in human history. We thought that was worth naming a bar after. We're in Kelham Island, Sheffield's most independent neighbourhood. Come and raise a glass to 6,000 years of good beer.
"A craft beer bar and bottle shop in Kelham Island."
Generic. Indistinguishable from any of the 4 competitors in the same category. The word "craft" is used by every competitor. "Kelham Island" is not claimed as a differentiator — it's just an address.
"Sheffield's most mythologically-named craft beer specialist — 350+ beers, 3 rotating taps, and the only heated outdoor terrace in Kelham Island."
Claims three specific, defensible differentiators: mythology (emotional), range (factual), terrace (physical unique). Each claim is verifiable and uncommon.
| Venue | Stated Position | Key Claim | Weakness |
|---|---|---|---|
| Hop Hideout | Community authority | Est. 2013, Sheffield Beer Week founder | City centre, no outdoor space, moved twice |
| Craft & Berry | Hybrid specialist | 400+ bottles + 70 gins | South Sheffield, gin dilutes beer identity |
| Two Thirds Beer Co | Volume leader | 18 tap lines, #1 Bar Sheffield 2022/23 | Food-led, city centre, no neighbourhood warmth |
| A UK Craft Brewery (opportunity) | Mythology + neighbourhood anchor | Only heated outdoor terrace in Kelham Island | Currently unclaimed — no one owns this position |
Estimated monthly organic visitors: Low tier (<500/mo). Traffic is predominantly brand-navigational (people who already know the name). Discovery traffic is near-zero.
These differentiators exist but are absent or buried on the site. Each represents a positioning gap that no competitor currently occupies digitally.
The only heated outdoor terrace in the Kelham Island competitive set. No mention anywhere on the site. "Outdoor terrace Sheffield craft beer" is a keyword with zero competing claimants. One paragraph and one photo = category ownership.
The brand name references the Sumerian goddess of beer (3900 BCE) and one of humanity's oldest surviving documents — the A UK Craft Brewery, which is also a beer recipe. This is an extraordinary brand story. Currently: not mentioned anywhere on the site.
TimeOut named Kelham Island one of the UK's coolest neighbourhoods. Sheffield's creative and independent scene is centred here. A UK Craft Brewery is positioned at the heart of this but doesn't claim the neighbourhood authority.
Beer + artisanal wines + small-batch spirits. Wider range than most competitors who are beer-only. No competitor in Kelham Island has this breadth. Craft & Berry in South Sheffield has it but with a gin-first positioning.
Sheffield is officially designated "Year of Beer" in 2026 by WelcomeToSheffield. A UK Craft Brewery is positioned perfectly to be the venue associated with this moment — but hasn't claimed it.
Three competitors currently capture an estimated £610–£770/month from keywords A UK Craft Brewery should own. None of them owns the Kelham Island neighbourhood identity or has an outdoor terrace — the two positions A UK Craft Brewery can take uncontested within 90 days.
| Venue | Est. Monthly Capture | Location | Key Strength | Key Weakness |
|---|---|---|---|---|
| Hop Hideout | £250–£320/mo | City Centre | Community authority, 13 yrs | No outdoor space |
| Craft & Berry | £180–£230/mo | South Sheffield | 400+ bottles, Shopify shop | Gin focus, different audience |
| Two Thirds Beer Co | £180–£220/mo | City Centre | 18 tap lines, award winner | Food-led, no neighbourhood warmth |
| A UK Craft Brewery | £0/mo (est.) | Kelham Island | Outdoor terrace, mythology brand | No digital presence |
A UK Craft Brewery has the most defensible physical position in the competitive set: the only heated outdoor terrace in Kelham Island, at the heart of Sheffield's coolest neighbourhood. The problem is entirely digital. Three competitors collectively capture £610–£770/month from keywords A UK Craft Brewery should own — and none of them has the physical differentiation to back up a "neighbourhood craft beer destination" positioning. That position is available and uncontested.
No competitor has a heated outdoor terrace. No competitor is ranking for "outdoor terrace Sheffield craft beer". This category is completely uncontested — first-mover takes it permanently.
Hop Hideout is in the city centre. Craft & Berry is in South Sheffield. Two Thirds Beer Co is in the city centre. None of them is in Kelham Island. A UK Craft Brewery is the only craft beer specialist in the neighbourhood — but doesn't say so anywhere.
Hop Hideout's competitive advantage is content depth (blog, FAQ, founder story). On Squarespace, their SEO ceiling is lower than WordPress + AIOSEO. A UK Craft Brewery can outrank them on specific queries within 60 days with targeted content.
When AI engines answer "best craft beer Sheffield", they currently cite ManVsGlobe, Hop Hideout, and DesignMyNight. Getting into these answers requires passing the 5 citation factors — which A UK Craft Brewery can achieve within 90 days with targeted actions.
A UK Craft Brewery has the physical product and neighbourhood position to grow rapidly — but every digital growth lever is either missing or untouched. Three targeted activations could add 50–80 new customers per month within 90 days.
Instagram is A UK Craft Brewery's primary awareness channel but the funnel ends at a link in bio. There is no email capture, no newsletter, no "What's Pouring This Week" subscription. Every visitor who leaves without booking converts nothing permanently.
Untappd has an active community of craft beer enthusiasts who use the app to discover venues, check in, and track what's on tap. A UK Craft Brewery's Untappd venue profile exists but is not integrated on the site. Every check-in on Untappd is a piece of user-generated content referencing the venue — but it has no pathway back to the website.
Events are the highest-conversion touchpoint for independent venues — they create urgency, community, and repeat visits. Currently events are listed on the site but not promoted via email, not structured with schema, and not positioned as a product with a named booking action.
"What's on tap this week" + terrace availability + upcoming event listings. This avatar checks Instagram before visiting — a weekly tap list post with a clear "this weekend" hook is the single highest-ROI content action A UK Craft Brewery can take.
Visitors to Sheffield (weekend break, conference, visiting friends) who search "craft beer Sheffield" or ask an AI "where should I drink in Sheffield". Currently invisible to this avatar — the aggregators (ManVsGlobe, DesignMyNight) intercept them first. Winning the "craft beer Sheffield" keyword and the AI SoV position makes A UK Craft Brewery the default recommendation for this avatar. High value: they spend more per visit (no nearby home) and share experiences on social.