Suffice it to say, Search Engine Optimization (SEO) does not just revolve around metadata. Metadata is simply a group of data that tells information about other data. Speaking in the organic search language, metadata means meta descriptions, meta tags, meta robots, canonical tags, and the like.
Sure, metadata is still part of the whole organic search process, however, being just one of the many elements of SEO does not constitute to being the whole thing. Perhaps now is the time to finally look far beyond the misconceived notion about metadata as equivalent to SEO because truth it, it is more than that. Here is what Bob of BobsSEO in Las Vegas, Nevada thinks:
You’ve probably read a handful of marketing articles saying how backlinks are extremely crucial when it comes to organic rankings. This is because backlinks are truly one of the major factors in determining the importance or relevance of a certain webpage.
Every single link that is connected from one website to another serves as a testimony on the sense of authority to the webpage receiving the link. In other words, the more links you have from quality and relevant sites, the more search engines will deem your website important and as something that has authority.
To a certain extent, link authority is somewhat related to metadata because of metadata-related data like nofollow attribute that can alter the HTML code that generates a link. However, the idea of link authority and backlinks are entirely free from the influence of metadata.
A few years ago, Google has moved the position of user experience into of greater importance. The concept now is that websites offering better user experience are rewarded with stronger customer engagement and the ability to live up to the needs of the searchers. Other factors that can either make or break your website’s user experience are your bounce rate and the visitor’s duration of stay on your site.
A low bounce rate and longer duration of stay are construed by Google as your website having a higher engagement. Ultimately, this means that your website has a good user experience, thus, deserves to have a good ranking.
Before, Google was not very keen when it comes to the speed and accuracy of its search results. However, when Google updated its algorithm into something faster and more accurate, the update then zeroed in on the meaning of single words per context they are used as opposed to taking those words at face value.
For instance, the word “note” can mean a short informal message, a musical pitch, a bill, or a tone that reflects a mood. With the updated algorithm, Google can now provide the right meaning of “note” to the searchers according to contextual relevance. Content and metadata can also be associated with each other as content can be used to changed code like a meta description. On the other hand, metadata can also alter content such as structured data.
However, the theory of contextual relevance here is more pronounced on the words searchers see on the web page, rather than the metadata lying below the surface.