In the past metadata was crucial for SEO because it played a significant role in how a website was ranked in search engines. Meta data is basically code that you include your website that search engine spiders use to determine the content of the site and how to rank it. In the past search engines relied more on metadata but today’s search engines have more sophisticated algorithms that don’t rely so extensively on metadata.
One of the problems with metadata in the world of SEO was the tendency for businesses to stuff keywords into metadata in order to get a higher search rank. This issue led to search engines changing their algorithm to use less metadata in order to get information about a website. Algorithms now are based almost entirely on content and very little on metadata compared to the way that they worked in the past.
Although metadata is less important for SEO, it can still be useful to include metadata such as title tags in a website. Title tags are actually the first thing that a search engine spider sees so it still influences your search rank. A title tag can also persuade readers to click on a page because it grabs their attention and includes keywords so that they know what the content is about.
Keyword tags no longer influence search ranking but they can still help you keep track of the keywords you are targeting on your page. Description tags also are not used in ranking but they can still show up in search engine results so they are useful to include as a way to support the title tag and provide more information. When it comes to metadata now it is not very important for the ranking of a website but can enhance user experience.
Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.