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1. Avoid classification design that reflects your organizational structure and thinking, particularly for the public website. The classification terms that your customer is expecting to see may be very different from the terms the organization is used to.
2. Design for a three level deep classification, and a maximum of a five level. After three levels, people tend to get a bit confused. Remember also, someone has to contribute content to this classification. It takes a lot of training and expertise to classify well to a five-level classification.
3. Have no more than 15 classifications at any one level. Too much choice confuses, so aim for 10 or less at any one level, and try not to go over 15.
4. Ask of each classification the following questions: Is it clear? It there a shorter word to use? Is there a simpler word to use? Is it necessary?
5. Avoid duplication at all costs. Don't split hairs with classifications. Make sure that each classification is clearly unique.

When dealing with a particular type of content—such as events, general articles, etc.—a unique set of metadata will need to be developed. Here are some things to keep mind:

1. Always remember that you are developing metadata to help people quickly find and understand a piece of content.
2. Gather what is essential, but only what is necessary: The more metadata you require of a piece of content, the longer it will take someone to enter it. That adds cost. Those entering the metadata begin to take shortcuts. That's not good news.

The single most important piece of metadata you will write for a webpage is its title. Title metadata is responsible for describing exactly what is on the page. It is crucial, particularly from a search perspective.

When writing title metadata, keep the following in mind:

1. Make sure you have unique title metadata for every single page on your website.
2. Aim for about 10-15 words.
3. Always start with the specific and move to the general. Start with exactly what the page is about. Place section and general website information at the end. (Correct – "Product XY Support: Product M Group: XYZ.com"; Wrong – "XYZ.com: Product M Group: Product XY Support").
4. Include appropriate keywords.
5. Exclude common words such as: the, and, of, is.

Remember, people scan read on the Web. Their eyes dart quickly across a page. Metadata is the hook that catches their attention. Metadata quickly tells them what they need to know. Metadata is like good poetry; it distils meaning into the smallest possible number of words.

Gerry McGovern

 

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