Meta Data - Are you being watched?

Meta Data is a word that gets bandied about quite a lot, especially in terms of search engine optimization and website or social media promotion. But what is it really, and why is it so important?

In basic terms, meta data is just a small piece of code embedded into a website which provides other websites with information. Designers will often embed specific meta data, such as keywords, into a website so it gets listed favorably into search engines like Google.

Marketing people love meta data, as it gives them feedback about their website. By embedding a small piece of code on every page of their own website, then feeding the collected information back through a website statistics program, like Google Analytics, marketing people can then track the performance of the website, right down to individual purchases.

Wow, that sounds a little scary! What can they see about me?
 

Firstly, no the code can't carry a virus onto your computer.

Secondly, the information collected is pretty generic. For example, I have no idea who you are, what age you are or even if you're male or female.

But I do know how you found my website (clicked on an advert), which page you landed on (perhaps a specific product lured you in) and when, and whether you stuck around browsing through my website, or if you left. I can also see if you came back later, whether you're using a PC or a phone, and what part of the world you're in.

All this information is great stuff to help with the website marketing, because I can adjust my website to suit my audience. But it's hardly personal.

What about Social Media?
 

Social Media also has meta tags embedded into their code, remembering the information you listed when you registered such as your age and your gender, perhaps your work place and some hobbies. As you post up information, and like other pages or comments, this is then stored as meta data.

As a marketing person I don't have direct access to this information, but if I would like to place an advert on facebook, I can request that the meta data is used so the advert is only displayed to the market I specify. eg: 20yo females who love little dogs in California.

It's just marketing
 

So you see. Meta data is really no more invasive than someone asking your opinion of their new shop and how you found out about them. It's just a useful marketing tool.

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By Andy Kahle
This blog article has been inspired by a big discussion and lack of understanding on the radio about meta data.