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Metadata then & now
The document discusses how metadata has evolved from describing single web pages to aggregating information about people, places and things from across the web. It notes that early metadata examples included keyword meta tags and page descriptions, while today metadata comes from various social media sources and location data. The document advises marketers to collect metadata responsibly, leverage consistent metadata to build their brand across platforms, and think globally about optimizing for people rather than just search engines.
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Metadata then & now
- 1. Robin Fay @georgiawebgurl RickySteele Metadata Then & Now: What’s Different, and What to Do Cross-Functional Online Marketing Conference
- 2. Robin Fay @georgiawebgurl RickySteele Metadata Then & Now: What’s Different, and What to Do Cross-Functional Online Marketing Conference
- 3. Robin Fay @georgiawebgurl QuickReview 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. Robin Fay @georgiawebgurl EarlyExamples of Metadata Keyword “meta tags” (long ago defunct) or are they…. Not used by search engines Gives competitors information about your goals
- 5. Robin Fay @georgiawebgurl EarlyExamples 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. Robin Fay @georgiawebgurl EarlyExamples of Metadata Page “meta description” (still widely used) By search engines
- 7. Robin Fay @georgiawebgurl Evolutionof Metadata The concept of metadata is expanding… Social media posts Check-ins Likes GPS coordinates Tags etc., etc.
- 8. Robin Fay @georgiawebgurl Evolutionof 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. Robin Fay @georgiawebgurl Explicitvs. Implicit Metadata What we willingly share: Location for Maps/browsers Tagging friends Check-ins etc, etd Why? Convenience, something in return
- 10. Robin Fay @georgiawebgurl Explicitvs. Implicit Metadata What we *DO NOT* willingly share: Emails Shared docs Intel on passwords Vacations etc., etc. Why? Convenience, something in return
- 11. Robin Fay @georgiawebgurl CollectingMetadata 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. Robin Fay @georgiawebgurl LeveragingMetadata 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. Robin Fay @georgiawebgurl LeveragingMetadata 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. Robin Fay @georgiawebgurl RickySteele Metadata Then & Now: What’s Different, and What to Do Cross-Functional Online Marketing Conference