#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