Metadata is one important ‘hidden’ element that you should be optimising with your keywords. This information tells search engines important information about the webpage’s contents. (It is not visible to visitors on your site but can be seen when they search for you.) Metadata is split in to 2 main categories – Meta Title and Meta Description. Search engines use your Meta Title and Meta Description in their results pages after someone makes a search (although sometimes they pull a snippet of your content instead). So basically Metadata is a big promotional flag that you are waving to both search engines and your potential users.