The dollars are in the details: Using Metadata to improve Brand Visibility and Ranking.


On today's episode of learning how-to, we will be focusing on Metadata and how it helps your website. Paying attention to the details that make up the Metadata of your brand and website, will help you achieve success in brand visibility and search ranking on the web.

Metadata describes other data, "they are the details behind the details". It provides information about a certain item's content. For instance, an image may include metadata that describes how large the picture is, the color depth, the image resolution, when the image was created, and other data. 

A text document's metadata may contain information about how long the document is, who the author is when the document was written, and a short summary of the document.

Web pages often include metadata in the form of meta tags. Description and keywords meta tags are commonly used to describe the Web page's content. Most search engines use this data when adding pages to their search index.

Metadata represents behind-the-scenes information that's used everywhere, by every industry, in multiple ways. It's universal in information systems, social media, websites, software, music services, and online retailing. 

Metadata can be created manually to pick and choose what's included, but it can also be generated automatically based on the data.

Types of Metadata

Metadata comes in several types and is used for a variety of broad purposes that can be roughly categorized as a business, technical, or operational.

  • Descriptive metadata properties include title, subject, genre, author, and creation date, for example.
  • Rights metadata might include copyright status, rights holder, or license terms.
  • Technical metadata properties include file types, size, creation date and time, and type of compression. Technical metadata is often used for digital object management and interoperability.
  • Preservation metadata is used in navigation. Example preservation metadata properties include an item's place in a hierarchy or sequence.
  • Markup languages include metadata used for navigation and interoperability. Properties might include heading, name, date, list, and paragraph.
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