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Robin Fay @georgiawebgurl
Ricky Steele
Metadata Then & Now:
What’s Different, and What to Do
Cross-Functional Online Marke...
Robin Fay @georgiawebgurl
Ricky Steele
Metadata Then & Now:
What’s Different, and What to Do
Cross-Functional Online Marke...
Robin Fay @georgiawebgurl
Quick Review
Metadata: Information about
information
Helps search engines “read” and
understand ...
Robin Fay @georgiawebgurl
Early Examples of Metadata
Keyword “meta tags” (long ago defunct)
or are they….
Not used by sear...
Robin Fay @georgiawebgurl
Early Examples of Metadata
Page “meta description” (still
widely used)
By social networks
Social...
Robin Fay @georgiawebgurl
Early Examples of Metadata
Page “meta description” (still
widely used)
By search engines
Robin Fay @georgiawebgurl
Evolution of Metadata
The concept of metadata is expanding…
Social media posts
Check-ins
Likes
G...
Robin Fay @georgiawebgurl
Evolution of Metadata
All this metadata combines to form an
aggregated picture…
Metadata used to...
Robin Fay @georgiawebgurl
Explicit vs. Implicit Metadata
What we willingly share:
Location for Maps/browsers
Tagging frien...
Robin Fay @georgiawebgurl
Explicit vs. Implicit Metadata
What we *DO NOT* willingly share:
Emails
Shared docs
Intel on pas...
Robin Fay @georgiawebgurl
Collecting Metadata Responsibly
Trust is everything, the true currency of the
web.
If you ask fo...
Robin Fay @georgiawebgurl
Leveraging Metadata
Search engines look at more than just your
web pages,
Optimize for humans, n...
Robin Fay @georgiawebgurl
Leveraging Metadata
Your brand as the sum of your online parts
True for you, and also for how yo...
Robin Fay @georgiawebgurl
Ricky Steele
Metadata Then & Now:
What’s Different, and What to Do
Cross-Functional Online Marke...
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Metadata then & now

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Presentation on metadata from a social media / social data perspective.

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Metadata then & now

  1. 1. Robin Fay @georgiawebgurl Ricky Steele Metadata Then & Now: What’s Different, and What to Do Cross-Functional Online Marketing Conference
  2. 2. Robin Fay @georgiawebgurl Ricky Steele Metadata Then & Now: What’s Different, and What to Do Cross-Functional Online Marketing Conference
  3. 3. Robin Fay @georgiawebgurl Quick Review Metadata: Information about information Helps search engines “read” and understand the web The better to put you in touch with what you’re looking for
  4. 4. Robin Fay @georgiawebgurl Early Examples of Metadata Keyword “meta tags” (long ago defunct) or are they…. Not used by search engines Gives competitors information about your goals
  5. 5. Robin Fay @georgiawebgurl Early Examples of Metadata Page “meta description” (still widely used) By social networks Social networks like Facebook and Twitter have their own, but if not specified, page descriptions are typically used by default)
  6. 6. Robin Fay @georgiawebgurl Early Examples of Metadata Page “meta description” (still widely used) By search engines
  7. 7. Robin Fay @georgiawebgurl Evolution of Metadata The concept of metadata is expanding… Social media posts Check-ins Likes GPS coordinates Tags etc., etc.
  8. 8. Robin Fay @georgiawebgurl Evolution of Metadata All this metadata combines to form an aggregated picture… Metadata used to describe a single page, now combines from around the web to flesh out a person, place, or thing. Your personal and/or business brand are a reflection of all this cross-platform metadata.
  9. 9. Robin Fay @georgiawebgurl Explicit vs. Implicit Metadata What we willingly share: Location for Maps/browsers Tagging friends Check-ins etc, etd Why? Convenience, something in return
  10. 10. Robin Fay @georgiawebgurl Explicit vs. Implicit Metadata What we *DO NOT* willingly share: Emails Shared docs Intel on passwords Vacations etc., etc. Why? Convenience, something in return
  11. 11. Robin Fay @georgiawebgurl Collecting Metadata Responsibly Trust is everything, the true currency of the web. If you ask for it, have a reason. Birthday promo, coupon, local content. etc. Using Google Analytics and/or AdWords? Be transparent in your privacy policy.
  12. 12. Robin Fay @georgiawebgurl Leveraging Metadata Search engines look at more than just your web pages, Optimize for humans, not robots Stay consistent across the web Have your Social in order Utilize free versions of Business Registration Managers (BRMs) like Infogroup and Acxiom to share your business info around the web Think beyond your post, or even site. Think global.
  13. 13. Robin Fay @georgiawebgurl Leveraging Metadata Your brand as the sum of your online parts True for you, and also for how you collect info on customers Staying consistent builds authority, increasing competitiveness Keyword stuffing out, big picture is in!
  14. 14. Robin Fay @georgiawebgurl Ricky Steele Metadata Then & Now: What’s Different, and What to Do Cross-Functional Online Marketing Conference

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