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The web site potteryworld.co.nz had the following on the homepage, "DOWN THE SAME DRIVEWAY AS THE LITTLE BIG TREE COMPANY." I noticed that the website said " We are open 7 days! PotteryWorld gift vouchers are the perfect gift for that special day." They also said " Available in 20, 50 and 100. The leaves are falling Autumn here! With temperatures cooling what better time to hot things upin the garden and landscaping front! We have an awesome range of waterfeatures,urn planters pots, lightweight cubes and troughs and more. In an amazing range of colours styles textures and sizes." The meta header had Pottery as the first optimized keyword. This keyword is followed by urns, water features, and outdoor furniture which isn't as important as Pottery. The other words potteryworld.co.nz used was pots. planters is included but could not be seen by search crawlers.