Meta elements are tags used in HTML and XHTML documents to provide structured metadata about a web page. They are part of a web page’s head section. Multiple Meta elements with different attributes can be used on the same page. Meta elements can be used to specify page description, keywords and any other metadata not provided through the other head elements and attributes.

The meta element has two uses: either to emulate the use of an HTTP response header field, or to embed additional metadata within the HTML document.

For digital marketers the most important use of meta tags is to embed additional metadata within the HTML document for the purpose of having it send signals to a search engine or pass descriptors to the search engine for use on SERPs,

Under HTML 5 there are five valid attributes:

  • meta content
  • meta http-equiv
  • meta name
  • meta scheme
  • meta charset