You can almost think of metadata as your storefront. Your meta title and meta description are the first things a user sees on the search engine results page (SERP), influencing his decision to click or not.

In addition, Google uses so-called “crawlers” (picture small robot spiders) to browse websites and collect data that matches search queries. By integrating keywords in your page’s metadata (including image tags and heading tags), Google is able to determine the page’s relevance more rapidly.

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