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Anatomy of
Qwest Communication’s
“Connect The Dots”
A look at consumer centric architecture, purchase paths, and
indexing for organic national and geo-modified keywords
What was the Goal?
• Change Brand Perception
Qwest was seen as “living in an Ivory Tower”
• Create a platform for a true integrated marketing environment
Consumer Centric site, leveraging digital, traditional, and local
reps to effectively hit SMBs touch points
• Organically improve overall rankings for Qwest
Build a system that would rank in more areas of a purchase
path i.e. national to geo-target
• Increase awareness of Qwest and Local Reps to local SMBs