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.

1. Robin Fay @georgiawebgurl
Ricky Steele
Metadata Then & Now:
What’s Different, and What to Do
Cross-Functional Online Marketing Conference

2. Robin Fay @georgiawebgurl
Ricky Steele
Metadata Then & Now:
What’s Different, and What to Do
Cross-Functional Online Marketing Conference

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. 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. 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. Robin Fay @georgiawebgurl
Early Examples of Metadata
Page “meta description” (still
widely used)
By search engines

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. 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. 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. 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. 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. 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. 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. Robin Fay @georgiawebgurl
Ricky Steele
Metadata Then & Now:
What’s Different, and What to Do
Cross-Functional Online Marketing Conference