Data… and more Data About Data: The Role of Metadata in SEO


Before Google’s algorithm updates Panda, Penguin, and Hummingbird were rolled out, metadata was one of the stars in search engine optimisation in Melbourne and other parts of the world.

What is Metadata?

It literally means “data about data,” and it’s the description you see whenever you search for something on engines. It will describe the company, have a bit of a description, and include some keywords so that the users can have a glimpse of what the page has. It has four parts:

  • Title tag – The text at the top of your browser’s tab whenever you’re on a page.
  • Meta keywords attribute – This refers to the series of keywords you find relevant to the page.
  • Meta description attribute – Describes what the page is about.
  • Meta robots attribute – Tells the search engine bots what to do with the page.


So What?

Consider it an ad on the organic search results. It’s the first thing that people see whenever they look at your site and services. This is what they read before they even visit your site. Moreover, some engines like Yahoo! still put weight on metadata when ranking websites. This is why no matter what update Google brings, metadata plays a role in a website’s SEO.

Metadata has become underrated because of the algorithm updates, but it still has its relevance. Well-written meta tags will generate traffic and make your SEO strategy more effective.