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Turn organic search into a predictable performance channel
SearchPilot works exclusively with the world's largest ecommerce brands (Adidas, M&S, John Lewis) to transform organic search into a high-precision, predictable performance channel. Here's how that applies to Williams Sonoma.
See where Williams-Sonoma is leaving organic revenue on the table
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A focused conversation with our team built around Williams-Sonoma's growth goals. We'll map the highest-value opportunities across your global brands and product pages.
Proving Revenue Impact to Leadership
Organic is typically the largest traffic channel across all seven brands, yet it's the hardest to defend in a budget meeting. Without controlled testing, you can't separate SEO's true revenue contribution from seasonal noise, paid campaigns, or algorithm shifts. Leadership asks for proof; you don't have it.
The Search Landscape Is Shifting Fast
AI Overviews, Google Shopping, and LLM-driven gift finders are changing how shoppers discover home, kitchen, and gifting products. Teams still relying on traditional SEO playbooks are flying blind. The only way to know what actually moves revenue in this environment is to test, systematically.
Seasonal Complexity Is Choking SEO Velocity
New collections every season across seven brands (holiday, spring, back-to-college) mean constant template and metadata changes with no way to know which updates drive organic uplift before the peak window closes. Every guess that doesn't pay off is real revenue left behind.
Category & Inspiration Pages
A/B test room inspiration page structures, furniture category templates, and buying guide content to prove which drives the most incremental organic sessions across Pottery Barn and West Elm.
Gift Registry & Seasonal Pages
re Pages
Validate gift registry landing pages and holiday-specific templates across all seven brands, proving which structures capture peak search volume when it matters most, before the seasonal window opens.
International Templates
Build a proven organic playbook for West Elm UK, Australia, and Canada before new store format investments compound underperformance, so international markets have revenue from day one of search visibility.
Schema & Structured Data
Test product, review, and HowTo schema markup to improve how AI search and Google Shopping surface Williams-Sonoma's premium range in gift finder and room design queries across all brands.
Inspiration-to-Revenue Content
Experiment with room builder, style guide, and long-tail content structures to turn inspiration traffic into measurable organic sessions, and build the evidence base that attributes content investment to real revenue.
Uplifted revenue by $6 million
An iconic global sports brand’s SEO team came to SearchPilot with precise requirements—they needed more insights, more impactful SEO reporting, and a higher testing cadence.
They needed to be able to run more tests, detect small but meaningful SEO changes and report on tangible results to demonstrate progress and value to internal stakeholders. Here’s how SearchPilot helped them achieve this and more.
Achieved 190% of their annual SEO target
M&S’s digital marketing delivery team needed to increase the visibility and understanding of organic search and search engine optimisation
(SEO) among the company’s experimentation and leadership teams.
To do this, M&S partnered with SearchPilot to
ramp up SEO testing and bring SEO to the same level of experimentation excellence already in place in other digital channels throughout the business. Read the full case study to find out more.
