Metadata in SEO
Let’s start with what actually counts as metadata in SEO:
- Title tags: This is the blue link in Google results. It’s supposed to describe the page clearly and include your main keyword. If it’s vague or too long, Google will rewrite it.
- Meta descriptions: The short paragraph under the title tag in search results. Doesn’t directly impact ranking, but it impacts clicks. If it’s missing or boring, fewer people visit.
- Header tags (H1, H2, etc.): These structure your content. They also help Google figure out what parts are important.
- Alt text: Describes what is in an image. Good for screen readers and for Google Images.
What is metadata?
Search engines don’t read like humans. They look for clues. Metadata is one of those clues. It doesn’t guarantee you’ll rank higher, but without it, you’re basically handing in a blank cover page. Make sure Google always knows what your page is about.
Metadata is used everywhere. In content marketing, in internal file organization, in digital asset management systems. If you’re uploading 200 photos and none of them have alt text or tags its going to be near impossible to find them again. (Source)
How to do metadata on your webpage
Do it as you publish. Don’t go back and fix it all in one massive audit unless you have no choice. Make metadata part of your publishing process.
Most content management systems (CMS) let you edit title tags and meta descriptions directly. WordPress has plugins. Shopify has fields. If you’re editing HTML directly, you’ll be working in the <head> section.
Use concise language. Prioritize keywords without stuffing. Write for humans first, search engines second. (Source)
Making google understand your content
Metadata is a big part of optimizing your webpage to make search engines understand it better. It is something that you should always have, and you will be able to see a difference in ranking, if you do it right. Another remarkable way of telling Google what your content is about, is schema. Schema is structured data made for search engines to read. You add schema using code (usually JSON-LD format) inside the page’s HTML. Schemawriter.ai lets you write hours worth of schema in just a few minutes. We highly suggest Schemawriter if you are interested in optimizing your webpage to the max.
Common metadata mistakes
- Using the same title tag for multiple pages.
- Skipping meta descriptions. Or using the default copy-paste version across the whole site.
- Alt text that says “image1.jpg” or “pic of dog” instead of describing the actual content.
- Headers that don’t follow hierarchy (e.g., jumping from H1 to H4 for no reason).
- Titles that are too long and get cut off in search results. (Source)