German heavyweight Zalando is among the retailers to introduce an AI sizing tool on their websites – Copyright AFP Ishara S. KODIKARA
Metadata remains a cornerstone of digital marketing in 2026, shaping how pages appear in search results and social media previews. An SEO Specialist has told Digital Journal why optimised titles and meta descriptions, combined with structured data and regular audits, drive visibility, engagement and clicks.
Many marketers will point out that smart meta titles and descriptions remain critical for visibility, both in search results and social media previews. However, as digital platforms and algorithms evolve, using metadata needs to become more sophisticated and it continues to play a pivotal role in how brands are discovered online.
Well-crafted meta titles and descriptions not only improve search engine rankings but also shape how content appears when shared across social platforms, influencing clicks, engagement, and conversions.
Louis Riat-Bonello from Optisearch has explained how metadata remains central to modern SEO and social strategy, and why businesses need to revisit and optimise meta content for maximum impact.
Metadata is, on one level simply ‘data about data’. A more nuanced definition in the context of web-based marketing is that metadata is information that describes the content of a webpage, primarily in the form of titles and descriptions. Titles summarise the main topic of a page, helping search engines determine relevance and index content correctly. Descriptions provide a concise summary that appears under the title in search results and can influence how links are previewed on social media.
Riat-Bonello explains: “Its importance lies in shaping how your page is presented to both algorithms and human audiences. Well-written metadata improves search engine visibility by signalling what a page is about, while also encouraging clicks through compelling language. On social platforms, effective metadata can enhance engagement by creating attractive link previews. In short, metadata acts as both a roadmap for search engines and a first impression for potential visitors, making it a critical element of any digital marketing strategy.”
Optimising meta tags is essential for improving search visibility, Riat-Bonello explains, as well as driving clicks, and maximising engagement on social platforms.
Riat-Bonello says “Marketers should consider the following best practices”, and lists these as:
- Focus on titles and descriptions, not meta keywords: Meta keywords are no longer used by major search engines, but strong titles and descriptions remain critical for search rankings and click-throughs. Compelling descriptions can also be used as snippets, influencing engagement on both search results and social media.
- Craft clear, keyword-informed titles and descriptions: Use primary keywords naturally in titles and descriptions while ensuring the copy accurately summarises the page. Avoid keyword stuffing, and aim for language that encourages users to click.
- Keep metadata unique, concise, and optimised for display: Ensure each page has distinct metadata. Limit titles to approximately 60 characters and descriptions to approximately 160 characters so they are fully visible in search results and social previews.
- Align with audience intent and test for performance: Focus on what users are actually searching for and create copy that answers their needs. Test different meta descriptions to see which drive clicks, engagement, and conversions, not just rankings.
- Leverage structured data and regular audits: Use schema markup or Open Graph tags to enhance search and social previews. Audit and update metadata periodically to reflect new content, changing trends, and performance insights.
“Metadata might seem technical, but it’s one of the simplest ways to improve both search visibility and social engagement. Titles and meta descriptions tell search engines what your page is about and can also influence how links are previewed on social media”, Riat-Bonello adds.
In terms of how this form of data should be deployed, Riat-Bonello says: “Meta keywords aren’t useful anymore, so focus on writing clear, compelling titles and descriptions. Well-written descriptions can sometimes be used as snippets in Google search results, which can directly drive clicks. If your goal is traffic or sales, it’s worth testing different descriptions to see what performs best.”
In terms of how to apply this effectively, Riat-Bonello advises; “Basically, every page should have unique metadata that accurately reflects the content. Keeping it concise ensures it displays properly in search results and social previews. And while structured tags like Open Graph or schema markup aren’t required, they can make your content more engaging when shared or surfaced in rich results.”
Riat-Bonello’s closing recommendation runs: “Metadata isn’t a set-and-forget task. Regular audits make sure your titles and descriptions stay relevant as content, trends, and audience interests evolve. Small updates here can make a big difference in how users find and interact with your content”.
