Qwest created a consumer-centric website to change its brand perception from distant to local, integrate marketing channels, and improve organic search rankings. The site featured localized content and connections to local representatives to better serve small and medium businesses. As a result, Qwest saw a 50% monthly increase in organic search rankings, more than double average time and pages per visit than competitors, and stronger local search results growth than national rivals.

1. 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

2. 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

3. Home Page

5. Search Bar Results Page:

6. Content Page

8. Your Questions Results Page

9. Your Questions Content Page

10. ASK US! Data entry page 1

11. Ask US! Data entry page 2

12. Ask US! Data entry page 3

13. Local Sites

15. Community Rep/Blog

17. Results
• Steady increase of 50% monthly in organic
rankings
• More than double competitors AVG time on
site (beating Comcast, ATT, Verizon)
• More than double competitors AVG page visits
(beating all other national competitors)
• Better local organic growth than national
competitors