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What is Metadata?

Metadata are generally structured superordinate data, which contain essential additional information in order to describe the actual user data in summary form. In the context of websites, metadata provide search engines with detailed information about the content of a particular page
  • Can be processed automatically
  • Enable much faster findability of resources
  • Have great importance for search engine optimization
  • Subject to certain standards

What the metadata do

Metadata inform Google and other search engines about what to expect from a website. The optimal use of metadata is therefore of great importance for search engine optimization (SEO). Robot or crawler programs orient themselves on the available metadata when they automatically search and index web pages. Metadata can also contain commands for the execution of web pages. For example, such commands can redirect the respective browser to a new page or enable an optimal display for mobile devices. The HTML metadata can be found in the head element of web pages and can also be edited there. Basically, the specification of metadata is optional, but it is quite important for the topic of search engine optimization. Companies should take care to maintain and optimally design the metadata so that they can stand out from competing search results and increase the click-through rate

These types of metadata exist

The title tag informs the search engine what a website is about. It contains the page title of web pages, comparable to the title of a book. Most search engines usually display the title in the form of a heading of the corresponding search result in the SERPs. Occasionally the two terms meta-title and title tag are used synonymously. The meta-description is a short text description of the page. It is usually presented as a kind of preview of the website in the SERP snippets. The meta-description can therefore be seen as a cover text of a book. Meta-keywords include, as the name suggests, keywords that characterize the content of the website – comparable to the keywording of books in library catalogues. In addition, there are several other meta tags which Google & Co. provide information, but are usually not recognizable to the user (e.g. robots meta tag and no-index tag). In contrast to the keyword tags (manipulation possible), title and description influence the ranking and the click-through rate of the users. The meta tags Title and Description should be integrated individually on each page and of course be aligned to the search query of the visitors. In addition, description and title should be as short and concise as possible. The title should contain the most important keyword and should not exceed 70 characters and be even shorter for the mobile view. In addition, the title should arouse curiosity, be meaningful and contain the most important information in the front section. The meta-description must not be too long, otherwise it will be cut off. The description should also be written in a relevant, meaningful and interesting way. It is also very important that the associated landing page also keeps what it promises (bounce rate!). The most important keyword should be close to the beginning. The meta-description must catch the users attention and make him generally curious. In an online shop it can be very useful to include a call-to-action in the description

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