Most people think Google research depends on keywords meta tag, but truth to be told that Google has never used it. Before I talk about the search measurement changes in metadata, I would like to talk about the importance of metadata in searching information first.
Information is like stored in a library. If there is on metadata, the information would be searched out by people who need it. Instead, it can only be used by people who work in the library. Therefore, if a resource does not have any associated metadata information, there is a great chance that the information would be lost.
If you are a scholar, and have published a lot of essays. Imagining if someone is using the research you did without citing you, it would be an offence. Metadata provides data about you that can be used by the authors. Therefore, metadata is playing a key role in discovering your repository content.
Now Google does not use keywords meta tag in web ranking. A good example that was given by Google official was that ‘Alice runs a company called AliceCo and Bob runs BobCo. One day while looking at Bob’s site, Alice notices that Bob has copied some of the words that she uses in her “keywords” meta tag. Even more interesting, Bob has added the words “AliceCo” to his “keywords” meta tag. Should Alice be concerned?’ The answer you will get is no. This is because about ten years ago, search engines judged pages only on the content of web pages, and keyword meta tags was an area where someone could stuff often irrelevant keywords without typical visitors ever seeing those keywords. Because keywords meta tag was so frequently ignored, Google give up using it many years ago.
However, Google does use meta tag. Google Search Appliance has the ability to match meta data that already included the possible keywords meta tag. Google has ignored the keywords meta tag for years, but it doesn’t mean Google will ignore it all the time in the future.
Other opinion that meta tag information should be included in websites are as below.
Adoption of New Metadata
All SEOs should be at least mindful of, has developed a microsite called the Web Data Commons where they identify trends extracted from the Common Crawl corpus.
The Usual Searchspects
While Google keeps messing around with our tried and true understanding of the title and meta description they are still the most important meta tags for an SEO to prepare. Obviously, the on-page content is key, but if we can’t get them to click through then what is the point? In an upcoming post on the Poetry of SEO, Devin Asaro will talk about how to approach this copy so that it is engaging and elegant and mimics ad copy. For the time being let’s just dive into the usual searchspects.
Social Meta Tags
Social Media is obviously a great place for content discovery, but oftentimes the meta data created for Search is not enough to encourage people to click through therefore it is best to use the meta tags each social platform provides. These metatags are not about keyword stuffing at all, but rather grabbing people’s attention and getting them to click. We all know that the users of Google+ are primarily tech people, users on Facebook are busy stalking their ex-girlfriends and Twitter users are bombarded with timelines moving at the speed of thought. Let’s talk about the channel-specific metadata options.
Facebook’s OpenGraph allows you to specify metadata to optimize how your content appears in a user’s timeline. The added benefit of using this data is that by creating an “Edge” in Facebook you can obtain some fantastic data about the users checking out your content via Facebook Insights. If you don’t use Open Graph tags Facebook will default to standard metadata.
Twitter Cards are simply Twitter’s answer to the Open Graph Protocol and you might have noticed them in the wild, but here’s a screenshot from Twitter’ documentation.