What is Metadata?
Metadata is data that provides information about other data. In the context of websites and SEO, metadata refers to snippets of information embedded in your HTML code that help search engines understand the content of a page.
The most commonly used types of metadata in SEO include:
- Title tag: the page title shown in browser tabs and search engine results
- Meta description: a short summary of the page that can appear below the title in search results
- Meta robots tag: tells search engines whether to index a page or follow its links
Metadata doesn’t usually appear on the visible part of the webpage, but it plays an important role in how your content is interpreted and displayed by search engines.
Why Metadata Matters
Well-written metadata helps search engines better understand your content and can influence how your pages are displayed in search results. It can also affect click-through rates if users find the title and description compelling.
Effective use of metadata can:
- Improve indexing and ranking
- Increase visibility in search results
- Encourage users to click on your listing
- Help control how search engines treat specific pages (i.e. with the meta robots tag)
Although metadata is not a direct ranking factor in every case, it contributes to the overall SEO performance by shaping how users and search engines interact with your site.
Example in Use
A product page for a laptop might use metadata like this:
- Title tag: “Lightweight 14-Inch Laptop – Model Z”
- Meta description: “Discover the new Model Z laptop with long battery life and fast performance. Free delivery available.”
This metadata appears in search results and gives users a clear summary of what the page offers before they click.