Metadata is a term commonly used in many industries, as well as in the media. While it is often spoken about in terms of call and message logs, metadata in the context of websites and Search Engine Optimisation (SEO) refers to the data provided to Google with information about a webpage.
You may have noticed that in search engine results, the information shown contains not only the website’s URL, but also a title and a brief description of the page you’re about to click on. That extra information is metadata.
Google relies on the information provided in meta (among other things) to determine the relevance of your website in its search results. Relevant, well-optimised metadata will not only help Google determine what your website is about but also enable your customers to better understand what they’re clicking on. If your meta titles and descriptions are relevant and engaging, users are more likely to click through to your website. Similarly, if Google can see that your metadata accurately describes your website, you’ll be more likely to rank in relevant searches.
It’s important to keep in mind that optimising your metadata isn’t the be-all-and-end-all of SEO, but it is imperative to a successful, well-rounded search strategy.
Types of metadata can include:
- meta descriptions
- meta titles
- meta keywords