Natural Search Program Boosts Pottery Barn’s Online Traffic, Visibility and Revenue

By Gail Kalinoski

Pottery Barn, the crowned jewel of San Francisco-based Williams-Sonoma, knew its natural search optimization (NSO) practically was nonexistent. The multichannel marketer’s sites, PotteryBarn.com, PBteen.com and PotteryBarnKids.com could barely be found on the average search, except by brand name.

Pottery Barn’s main problem was that it used lots of images, but not much copy on its Web site. “It’s not compatible to being crawled as a Web site,” says PotteryBarn.com Marketing Manager Karen Shea, who handles marketing for PotteryBarn.com only.