Improve your findability and search results
In plaece.base, it is possible to add Metadata to locations, events, itineraries and deals. When this new functionality is used and the information is added properly, these items will be more findable in search engines. In addition, rich website listings can also be displayed on various social media (Facebook, Twitter, LinkedIn, Google+, etc.).
The website address is recognised and provided with an image and short description. These rich listings increase click-throughs and engagement.
There are currently 3 forms of metadata available in plaece.base:
- SEO Metadata
- Open Graph Data
- Twitter Cards Metadata
"Metadata contributes to better findability and allows visitors to know faster whether your page is relevant."
What is metadata and what can I do with it?
Metadata shows search engines what the web page is about, thus increasing the findability of a web page. Metadata also contains the most important information to persuade the visitor to visit your page.
If we assume that the majority of visitors use a search engine to find information, we see the following scenario:
- The visitor types a number of keywords in the search engine (e.g. Google)
- As a result, the pages come into view with the title first. That is (in Google's case) the clickable blue line. This is the Meta title.
- Next, you see a short promotional text that should persuade the visitor to click. This is the Meta description.
Metadata improves page findability
The Meta title, Meta description and Meta keywords are used by search engines to determine the relevance of the page. A lot of value is placed on the Metadata in combination with the content on the page. The better this information is filled, the better the page will rank in the search engine. The Metadata must be uniquely filled on each page in order for it to be adopted by Google in search results.
What is Open Graph Data?
Originally, Open Graph Data was invented by Facebook. They did this to show richer website information in Facebook. Since then, Open Graph Data has been used by more and more (social) media (e.g. Twitter, Google+, Linkedin). So what exactly does it do? For example, if you now post a website in Facebook as a status update, an entry with image, description and a link will automatically appear with the website. This tag is built on the basis of Open Graph Data.
What are Twitter Cards
If a website is shared on Twitter, Twitter checks the page to see if special Twitter Card Metadata has been set up. If so, a card will be shown with an image, title and description. If no dedicated Twitter Card Metadata is available, Twitter falls back on Open Graph Data.
What changes for the website manager?
Not much! A new tab is available in the Open Data Platform. The SEO (Search Engine Optimization) tab contains all the input fields for search engine optimisation and filling the Open Graph Data and Twitter Cards data. If the fields in the SEO tab are not filled, we fall back to the data that is available. In case the Metadata is not filled in, we use the "Name" and the "Short Description". For the Open Graph Data, we fall back on the Metadata. If the Twitter Card Metadata information is not filled in, we use the Open Graph Data. In this way, we ensure that all fields are always filled with relevant content in any case
Why spend time and effort on filling the Metadata?
Good question! Of course, it takes extra time to fill in this Metadata properly, but thanks to our smart feature, we ensure that the Metadata fields are always filled with data that has already been filled anyway. Read: So it doesn't cost any extra time ;-)
But what happens if you do fill in the Metadata specifically and take your time? On Facebook, adding Open Graph data can result in 39% more clicks on your link (an image and short description are shown with your website link).
Twitter Cards also deliver results: using Twitter Cards can increase the CTR (Click Through Rate) by 1.4%. The engagement rate (Retweets, quotes, reactions) can even increase by 32%. In addition, Time on site increases and Bounce rate decreases. (Again, an image and short description are shown with your website link). Striking results with others...Now it's your turn!