Meta-data is data about other data, which is, embedded code that can summarise and describe to a search engine what a web page is about. Meta-data is best when used in conjunction with other SEO practices. They should be used to compliment on-page content and to reinforce your main keywords or phrases.

Optimised Meta-data can make your site search engine friendly

Meta data is key in SEO. Here are three examples of the types of Meta-data.

Meta-Title Tags. These are the first tag found on a page by the search engine spiders. They help encourage visitors click through to your site. Another is Meta-Description Tags which are embedded code that allows the search engine spiders a snapshot view of the theme and content on a web page and the last is Meta-Keyword Tags which provide search engines with a brief overview of the main keywords contained on the page.

Meta-data is not visible in the content contained on a website. It can however, be viewed as source code if you select the relevant view in the web browser. There are internationally governed standards which govern the use of meta-data which all major search engines recognise and which they encourage in their algorithms.

Once implemented, Meta-data needs to be monitored in order to maintain effectiveness within the context of how well they are working for your website. The outcome of research and tracking of meta-data will improve the overall level of your SEO and will help drive your website up in search engine listings. Be informed though those modern search engine algorithms are complex and operate on a level that is above simple analysis of web pages and meta-data content. However, optimising meta-data is still considered essential for SEO.

Giving users what they want

Meta-data is best when it is derived from thinking like a user. Use keywords or key phrases which your target audience will use when searching for services. IF you do this you are more likely to feature in a search engines results. Meta-data when it is targeted is effective.

The practicality of Meta-data

How do you create meta-data? There are two useful way to provide meta-data. The first is to select descriptive keywords and then enter a general term. Google especially, lists the most relevant keywords and includes a relevance ranking for each. Choose your keywords with relevancy in mind and which are logical.

The other is to select website content and then enter the URL associated to the desired page, then let Google do the work for you.

How do you submit meta-data? Firstly meta-data must accompany all requests and each web page must have the following data at the top of the page. The URL where the page is located must be stated as well as keywords and description.

Duplicating meta-data is easy as it is often repeated on pages and in fact quite often keywords are identical. This is not too much of a worry though, but the trick is to balance your keywords so that it reads naturally. Duplicating content can have negative affects in search engine results as it lowers relevancy. Instead try to link to the original document as this will reduce the possibility of duplication and increase effective SEO.

Creating relevant text on each page is essential for marketing, but the same applies to embedded text, or rather the ‘behind the scenes’ text which is what is optimised and which help rankings. This is Meta-data and it is the sole responsibility of the website owner.
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