A shop moves, and its Instagram bio, its Yelp listing, and its own homepage can each end up showing a different address, with no single source correcting the record.

Florida Coffee Culture grew from an Instagram account into a statewide festival organization. Orlando's coffee community runs deeper than any listicle shows.

Some of Winston Salem's newest, most talked about cafes run almost entirely on Instagram and Google, with a homepage that has not caught up yet.

Ghost Ship and Pond both lean on Instagram for current information their own sites do not carry. That works for regulars, and does almost nothing for new searchers.

A lot of Charlotte's real day to day coffee news, new drinks, hours changes, weekend pop ups, lives on Instagram, not on any cafe's actual site. That reaches existing followers well and does almost nothing for a first time searcher.