#SMX #25D
Comcast’s Search Transformation
Empowering Your Organization With a Search Culture
#SMX #25D
Courtney Goldstein, VP, Digital Marketing & Media – Comcast Eryck Dzotsi, Senior SEO Director - Merkle Inc
Establishing a Digital Center of Excellence
#SMX #25D
“The fundamental fact is that people love television, and if you can provide them with more television,
they’ll love it even more.”
- Ralph Roberts
#SMX #25D
What was then
#SMX #25D
What is now
#SMX #25D
Road to growth
Brand + Asset Proliferation
Broad Product Set Expanded Footprint
#SMX #25D
Search: Old model
Comcast Search Teams
Search Agencies
Crowded SERP, Conflicting Messages
#SMX #25D
Search: New model
One Team Comcast + Embedded
Agency Aligned Brand &
Harmonized Journey
Comcast
Agency
Strong Internal Partnerships
Demand Reveals Intent
#SMX #25D
Search at the helm
#SMX #25D
Consolidate
Acquisition
Customer Engagement
News & Entertainment
Media Portal
#SMX #25D
Ranking transformation
‘Comcast’ in 1 day!!!
‘Xfinity’ in 12 days
#SMX #25D
Rules to Empowering
Your Organization with a Search Culture
#SMX #25D
1 Prove value to gain advocates
#SMX #25D
2 Incorporate search into cross-functional digital processes
#SMX #25D
3 Be flexible & embrace change
#SMX #25D
THANK YOU!
SEE YOU @SMX WEST SAN JOSE, CA
MARCH 1-3, 2016