HomeMy WebLinkAbout10-20-2015 Item 15 - CanoCouncil Memorandum
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October 20, 2015
TO: City Council
FROM: Molly Cano, Tourism Manager
VIA: Katie Lichtig, City Manager
SUBJECT: Explanation of Terms for Item 15,2014-15 TBID Annual Report
In response to questions from a Councilmember, below is an explanation of marketing industry
terms mentioned on page 164 of the agenda packet, and used to describe two of the TBID's
2014 -15 marketing activities.
The term "reskin the website" is in reference to updating the aesthetics of the City's tourism
websites, SanLuisObispoVacations.com and ShareSLO.com. This activity included updating the
background image of the site, color scheme, font styles, and inclusion of the new tourism logo.
The term "SEO" is defined as search engine optimization. Search engine optimization is the
process of affecting the visibility of a website in a search engine's (ex. Google) unpaid results -
often referred to as "natural" or "organic" results. In general, the earlier, and more frequently a
site appears in the search results list, the more visitors it will receive from the search engine's
users. On an ongoing basis we work with an SEO vendor to optimize our site content, social
media and newsletters for search engines. We look at the trends in search — what are people
searching for and when — and create content plans based on this information to capture more
organic site traffic.
Lastly, a bound color version of the 2014 -15 TBID Annual Report is available as a Council
Reading file in the Council office and additional copies will be available at the City Council
meeting.
For more information please contact Molly Cano, Tourism Manager at mcano @slocity.org.