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metadata

In computing, data about data. Originally a term used by the information science community, it is becoming much more common with the growth of the Internet. On the Web, metadata describes the content of a Web page. It might record the name of the author and the date the page was created, and may contain keywords to describe the Web page to search engines. The metadata is not displayed on the Web page itself, but makes the page more understandable to Web crawlers and Web robots.

Much of the current work of the World Wide Web (WWW) Consortium is directed at designing metadata standards for Web documents.
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You do have to remember that search engine bots spider or crawl through web page titles, URL addresses and meta information in order to gauge what they think your site''s ranking in their results page ought to be.
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