Metadata is «data that provides information about other data». In other words, it is «data about data.» They directly communicate and clarify website information for search engines, playing a critical role in effective SEO for retailers. They include page titles, description tags that describe the purposes and characteristics of a product and the web-page. Having a strong and clear title tag helps your web page rank higher than hundreds of similar pages in search results and increase its clicking, product sales, and conversion rates.
Metadata is as important as the product gallery. It can drive traffic and sales to your website, generate more page views, ensuring an engaged audience and increased revenue. In short, it helps you run a successful website. Metadata also provides a relationship between content and e-commerce, thereby allowing websites to automatically present related content to its viewers.
Let’s make an example: a skirt named “Striped Pencil Skirt” and a description that lists down the color, style, and occasion in which it can be worn and what it can be paired with would constitute that product’s metadata. When a customer lands on your site, the first thing they do is search for whatever they are interested in on the search bar. A properly tagged product, rich with metadata will show up in the appropriate search results thereby appealing to the customer’s eye.
Good Tags But Not Too Many
While having accurate and rich metadata can boost your sales and increase revenue, having poor metadata can have adverse effects on your website. Products with incorrect metadata can lead to customer dissatisfaction and site abandonment. A good product with poor metadata will lead to confusion and last-minute cart abandonment as there isn’t enough data to back your claim about the quality and the characteristics of the product. On the other hand, having too much metadata, i.e too many tags under which a product can fit in will also lead to the overlapping of results or the sinking of your product among thousands of others. The more specific metadata is, the higher its chances of being listed in the search results.
Metadata plays a crucial part in building the connection between the brand and its audience. Optimally used, metadata can be used to increase conversion rates and engagement on the page. It makes your content more inviting, and searchable and ultimately makes your product more discoverable. In the case of catalog management systems like Viume, when a vendor uploads their product image and available information on the tool, Viume tagger takes into account the meta description available for that product in addition to the tags generated by the system. Want to know more about it? Contact us!