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The Importance of Metadata for SEO: Enhancing Search Engine Visibility

31/05/2024

The first thing you need to know about metadata is that it is data about data. However, this definition doesn’t provide much context to most readers. This post will give you a better understanding of metadata and its vital role in Search Engine Optimisation (SEO). Learn how to optimise metadata for SEO to enhance your website’s visibility, attract more organic traffic, and improve your rankings in search engines like Google.

What is Metadata?

In simpler terms, metadata is information that describes or explains other data. Meanwhile, metadata for SEO helps search engines like Google or Bing understand the content of your website better. However, this information is not directly visible to people browsing web pages.

Metadata also serves other purposes. For example, in photography, cameras use metadata within the image file to include details like when the photo was taken, image resolution, file size, etc.

Three Main Types of Metadata

The main types of metadata are:

  • Descriptive metadata answers the W’s (what, who, when, and where) of data: what it is, what it’s about, who made it, and when or where it came from. It provides search engines with basic information about the data, helping them classify and identify content relevant to a searcher’s query.
  • Structural metadata describes how a piece of data is organized and structured and how it relates to other elements within the data. For example, on a website, structural metadata determines how the blog posts relate to their category and tags.
  • Administrative metadata provides website administrators with behind-the-scenes access to allow easier content management and ensure security. This information includes file creation dates, user access permissions, copyright information, etc.

How is Metadata Important for SEO?

As previously mentioned, metadata plays an important role in SEO. How? Metadata helps process and organise information about your website’s content. This lets Google index your pages effectively and deliver more relevant search results. Additionally, it helps determine your page’s topical relevance to specific search queries and where your content should rank for a specific keyword you used.

Key Types of Metadata in Websites for SEO

When using metadata for your website, here are the main types of metadata to focus on:

  • Title Tags

The first and most important thing to optimise on your page is the Title Tag or Meta Title. It’s a hidden title for a page or post on your website, but it can be seen on the tab and in search engines. In other words, the title tag is the first thing visitors see when they type in a query on Google or other search engines. The title tag should always include the main keyword and ideally be placed in the first part of the title. It also doesn’t necessarily have to be the same name as your Page Title.

  • Meta Descriptions

Meta Descriptions are a short summary of a page on your website. It should provide the main context of the page to give visitors an insight into what the page is about and if the information they’re looking for is there. The Meta Descriptions appear under the Title Tag on the search engine results page (SERP). It should also include the main keyword, and the length should be between 150 and 160 characters. Search engines will create the meta description for your page if you don’t have one.

  • Image Title and Alt Text

Just like the Title Tag, the Image Title and Alt Text provide further context to your content. Meanwhile, the alt text describes the image in short detail, which is also helpful for people with visual disabilities to understand the content of the image. You can also include the main keyword in the Alt Text to help it rank in image search engines.

  • Schema Markup

Schema markup, or structured data, is code that helps search engines understand and process your website’s content more easily. It contains relevant information about your business or company, products or services you offer, contact information, address, and more. Schema markup can significantly boost your brand’s image in the SERPs, attracting a larger audience and improving your site’s traffic.

How Do You Optimise Metadata for SEO?

Are you introducing metadata to a site for SEO for the first time? Here are a few tips to help you tackle Metadata SEO optimisation for your website.

To optimise HTML metadata for SEO like title tags and meta descriptions:

  • Keep the meta description under 160 characters and meta titles under 60 characters
  • Use sentence case for the meta description and title case for the title tag
  • Only use your main keyword in the title tag and meta description where it naturally fits
  • Avoid keyword stuffing
  • Avoid duplicating title tags and meta descriptions on your website
  • Create concise, accurate, and informative meta titles and descriptions
  • Do not use vague and generic titles; on the other hand, avoid clickbait titles that deceive your audience
  • Always match the searcher’s intent
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