Meta data is structured data that contains information about the various contents of a website, such as videos, images or web documents. Meta data is used to clearly structure website data.
Meta data is used in HTML programming to record information for robots, crawlers, spiders - so-called automated programs - or for browsers and servers. As a rule, metadata is edited directly in the head of an HTML document and is therefore not visible to people accessing a website. There are different meta tags that describe the meta data, such as
- Meta Title
- Meta description
- Meta keywords
In the field of online marketing, metadata is used in particular for search engine optimization (SEO). On the one hand, users can see the snippets in the SERPs. This means that both the meta title and the meta description appear in the search results of a search engine, allowing users to see directly whether the search result matches their search intention. This is a decisive factor in increasing the ranking and CTR of a website, among other things.
On the other hand, search engine crawlers receive information about the content of web documents through metadata. This allows websites to be indexed and correctly categorized. The better the meta title, meta description and the focus keyword within the URL and the page itself are coordinated, the better crawlers can classify a website and its relevance.
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