Metadata is data about data. In the context of your website, it’s the information that tells search engines (and sometimes users) what a page is about—without being visible on the page itself. Think of it like a label on a package: you don’t open the box, but you still know what’s inside.
When it comes to SEO, metadata helps search engines understand, categorize, and display your content. It also plays a big role in how your pages appear in search results—and whether people click.
Key types of metadata for websites
Let’s break down the most important types of metadata you should care about:
1. Meta Title (Page Title)
- This is the blue, clickable link in Google search results.
- It should be clear, keyword-rich, and under 60 characters.
- Example:
Custom WordPress Sites for Small Businesses | Webshore
✅ Good meta titles improve both rankings and click-through rates.
2. Meta Description
- This is the short summary that appears below the title in search results.
- It doesn’t directly affect rankings, but it does influence whether people click.
- Keep it under 155–160 characters and use action-oriented, benefit-driven language.
✅ Think of it as a mini ad for your page.
3. Meta Keywords (outdated)
- These used to be relevant but are now completely ignored by modern search engines.
- You can safely skip them.
4. Open Graph & Twitter Card Metadata
- This controls how your content looks when shared on social media.
- It defines which image, title, and description are shown on Facebook, LinkedIn, or X (formerly Twitter).
- While not required, it’s good practice to customize these for each page to make shares look professional and clickable.
Why metadata matters
Even though most of it is behind the scenes, metadata has a huge impact on how your content performs online.
- Better rankings: A well-optimized title tag tells Google exactly what your page is about.
- Higher click-through rates: Good titles and descriptions entice users to visit your site over someone else’s.
- Stronger brand presence: Clean, intentional metadata makes your site look polished and trustworthy in search results.
Where metadata is added
You won’t write metadata directly into your page content—it’s added in your site’s <head> HTML section. Luckily, most modern content management systems (like WordPress) let you manage metadata easily using SEO plugins like:
- Yoast SEO
- Rank Math
- All in One SEO
These plugins offer real-time previews and guidance to make sure your metadata is the right length, uses keywords naturally, and meets technical best practices.
Bottom line
Metadata may not be visible on your site—but it’s visible where it counts. From search results to social media previews, metadata shapes how people see (and click on) your content before they ever land on your page. If you want to be found, understood, and trusted online, this “invisible” layer of your site deserves your full attention.
