You may have heard a lot about how metadata is important for your site’s organic performance. Understanding metadata can be difficult if you have limited knowledge of website setup and SEO concepts. But don’t fret – our experts at Wildcat Digital are here to help you understand what exactly metadata is and how it impacts your website’s performance in search results. So, what is metadata in layman’s terms?
Metadata is the data that explains other pieces of information on your page and gives context to it. In SEO, this includes title tags, meta descriptions, meta robots tags, and structured data among others. It helps search engines understand the content and context of the page, allowing it to be indexed and appear in search results.
Read on to learn more about metadata and its importance for SEO with Wildcat Digital.
The prefix meta- means ‘self-referential’. Metadata refers to a series of HTML tag attributes that provide relevant information about key pieces of data on your pages, like what they are, their content, and how they should be accessed and displayed.
Metadata is important because it plays a crucial role in how the content of your page is read and understood by search engines, and how your website appears in search results, or whether it appears at all.
It is important to note that, even though they are sometimes used interchangeably in SEO resources, metadata and meta tags are different to each other.
Metadata is a structured reference system that helps sort and identify key attributes of the data on your page. For SEO purposes, metadata includes structured data, social metadata, and descriptors like alt text.
Meta tags, on the other hand, refer to specific HTML snippets that provide additional context about the content on the page, including meta descriptions, meta robots tags, and meta viewport tags, among others. They are added to the <head> section of your pages.
Yes, meta tags and metadata are still used and important for SEO. As we mentioned above, metadata plays a crucial role in helping search engines understand the content of your pages and serve your website in search results for relevant user queries. But their use has changed throughout time, and some types of meta tags are now more relevant than others. Let’s look at the most important meta tags and types of metadata for SEO.
The meta description is used to summarise the contents of the page. The description may be used as a snippet of your page in search results and therefore seen by users.
A well-written and descriptive meta description is more likely to be used by search engines as your page snippet. This means that you will have some control over your appearance in search results. If a meta description is not set, snippets may automatically be created from page content.
Your meta description is a user’s first overview of what your page may offer them. High-quality descriptions can help you bring more traffic and target users to your site.
Meta titles, or title tags, are not meta tags but do qualify as a type of metadata. The title of your page serves as a descriptor of what your page is about, and it is the title link that most search engines will use in search results.
When titles are well-optimised, they are more likely to be used as the title link of your page in search results. This is important, as the title of your page is often the first thing users will read in search results and a deciding factor in whether or not they will visit your page. Therefore, the title should directly relate to the user’s query, and contain relevant keywords where appropriate.
Google often rewrites title tags, and even uses different title tags for the same page, depending on the user’s query. A 2023 study found that Google rewrote 61% of title tags in 2022. Following best practices when writing your title tags, however, will likely reduce the rate at which your title tags are modified.
For more about title tags and best practices, read our dedicated blog.
The HTML meta robots tags give crawlers directives on whether they should index and follow your pages.
The meta robots tags determine whether you want your page to be indexed, and whether they should follow links when analysing your pages. This will determine whether your pages appear in search results, and how your website is crawled.
This meta tag is contained in the <head> section of your pages. Crawlers will index and follow links by default unless NoIndex and NoFollow directives are set in the robots meta tag.
Wrongly implementing these attributes can be critical for the organic performance of your website. Checking the use of NoIndex and NoFollow links is an essential part of our technical SEO audits. If you are unsure of whether meta robots tags are affecting your performance in search, get in touch with our SEO team for a consultation.
Viewport meta tags are used to adjust the visible area of your pages on mobile devices, so users don’t need to scroll horizontally in order to find the whole content.
Making your pages responsive and usable on mobile is essential for your SEO performance. Google has emphasised the importance of mobile usability as a ranking factor for nearly a decade. And, in 2023 they announced that the switch to mobile-first indexing was complete, so mobile versions of the site are now prioritised when crawling and indexing across the web.
According to Google’s own guidance, the presence of this tag indicates that the page is mobile-friendly.
Schema, or structured data, is a standardised data model that allows us to classify the content on the page, making it easier for search engines like Google to understand the page content and enable rich results.
The schema vocabulary allows us to explicitly tell search engines what the content on the page is, by taking a string of text or information on the page and categorising it as an instance of a particular Schema type. Schema provides context and removes ambiguity around the purpose and content of your website, meaning search engines will be better prepared to serve your pages for the right queries.
By including the implementation of structured data in your SEO strategy, you make your website eligible for gaining rich results – enhanced search results with extra features. This will not only enhance your organic presence but likely also improve your click-through rate. Read more about reach results and how to obtain them in our dedicated blog.
If you want to know more about metadata and how it can help with your organic rankings, contact our experts. With every SEO campaign, we review your metadata and meta tags to identify issues and areas of improvement, setting you up for success.
Contact us today for a free initial consultation to see how we can help your business punch above its weight online.
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Content Strategist Team Lead
With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.
Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Head of Operations
Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business.
Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.
Senior SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
PPC Team Leader
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
SEO Account Manager
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
Senior SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
Senior SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
Senior SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
SEO Account Manager
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Executive
Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media.
Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
PPC Account Manager
Masilda joined the Wildcat team in October 2024 with over seven years of experience in digital marketing. She specialises in Google Ads, but is also certified in Google Analytics, YouTube Ads, Google Ads for Ecommerce and Apple Search Ads. She has extensive expertise in performance marketing, display advertising, online lead generation and market planning.
In her free time, Masilda likes staying active, cooking, trying new restaurants and exploring new places.
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