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

The test applied to all three brands, which are different in size, scope, pricing and audience. “We didn’t do full sites,” Shea says. “We did a certain number of pages split between the brands in a way that made sense.”

The companies spotted various terms core to the three Pottery Barn businesses, Larkins says. The sites’ tests went live in June and July 2006.