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Structuring Metadata for Sharing

Metadata is the driving force behind making information visible on the internet.


It is the data that travels with each page of a website and is only visible to machines.

It consists of an image, a description, and a title that are stored in your code.


If this data is properly structured and formatted, it can be crawled by software and search engines, as well as previewed by social media sharing platforms.


Metadata uniquely indicates what is important to be indexed about each particular page and how that portion of information should be structured on output and should be oriented to keywords that ONE Speak to your brand and TWO Relate to the content on your pages.

Meta titles should generally be half the length of the number of characters in a description
  • Every page of your website needs a meta title assigned to it by your webmaster and they should monitor changes to the requirements in length or style and work to reflect them across the pages of your websites

Descriptions should generally be a plain language description of the content on the page, not to exceed the average length of a sentence (160 characters)
  • To get people to find you in search engines, to interact with your business online, or to share your information on social media, you should aim to reflect what you think people are typing in when trying to reach that specific web page 

Images should be no less than 600pixels and no greater than 1200 pixels tall and 315pixels and 628 pixels wide and should be uploaded in a scalable vector graphics (SVG) file format
  • Meta images can be any image that you believe is appropriate to associate with that specific webpage

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