Metadata Primer
for Wisconsin State Agency Web Writers and Administrators

Shiela Pollock (Shiela.Pollock@dpi.wi.gov), (608) 224-5395
Abby Swanton (Abbigail.Swanton@dpi.wi.gov), (608) 224-6174
Reference and Loan Library, Dept. of Public Instruction

What is metadata?

Metadata is structured information about the content and context of information within a document, webpage, publication, or book. It describes date of content creation and revisions, provides subject or keywords, title, author, format, creator, etc.

Why is it important?

Metadata is important for the following reasons:

• It improves search relevancy
• Provides a standardized system to classify and label Web content
• Supports Wisconsin.gov portal maintenance and administration
• Supports long-term preservation efforts of state documents
• Provides key information such as who created the page and when it was created

There are also state mandated requirements for participation in the Wisconsin.gov portal and for the preservation of electronic state documents. See below for more information.

How does it relate to searching?

In the context of search, metadata is any information known about a document beyond the words contained within it. To provide a consistency, organizations like the World Wide Web Consortium (W3C) establish guidelines or standards. This consistency, in turn, allows for software to relate similar or associated bits of information. Without the metadata the search software would have to rely on the text of a particular document or web page.

To give you a little background search engines collect information in two ways:

1. By scanning the text of your document and identifying important keywords from which it determines the subject of your page.
2. By looking at the metadata in the header of your page.

Metadata is usually added to web pages in the form of meta tags contained in the head section of a page. Since this information is hidden, most users are unaware of these tags, even though the tags have helped them find the page they are looking for. The result of not tagging pages is that users will be less likely to find the information. The ability to search and find information is enhanced by controlled vocabularies linked to the metadata elements. In addition, as metadata is combined with controlled subject indexes, it allows more precise searching and document management.

One good reason metadata standards exist is to help web searchers find what they need. The Wisconsin.gov portal is a good example of this. The metadata allows the Ultraseek Search Engine to relate information for the users and present it back to them. The search feature of Ultraseek will find documents containing as many of the terms entered by the user as possible, ranked so that the documents most relevant to the query are presented first. Ultraseek also returns relevant results even if they do not contain all the query terms entered by the user.

How does metadata help preserve state documents?

The Wisconsin Document Depository Program relies on the metadata state agencies use to describe their web content in order to support the on-going development of preservation strategies in Wisconsin. The preservation tools currently being used rely on Dublin Core standards to provide long-term access to electronic state agency information through the use of a digital asset management system. The ability to map, or crosswalk, the data into this system is dependent upon the quality of the metadata state agencies provide for the web content that is being preserved.

Metadata is important to preservation because it provides structured information to properly describe the content in order to make it accessible in various searchable database settings. Preservation metadata provides details regarding the format and structure of the digital content to ensure future rendering and provides proof of authenticity and authority to the information by associating and identifying which state agency is responsible for and has rights to the information.

The ability to preserve electronic information for future use is directly linked to the way the information was initially created. Using a standardized approach in describing web content with metadata is the first step necessary in achieving a sustainable preservation system.

I am required to do this?

Executive Order 408 requires Wisconsin State Agencies act aggressively to utilize the Web to efficiently deliver service to the public. The ultimate objective of the metadata standard is to assist the public in locating government information using the state portal's search engine, Ultraseek. To this end, metadata plays a critical role in helping the public locate government information efficiently and effectively.

Sections 35.81- 35.84 of the Wisconsin Statutes and as amended by 1991 Wisconsin Act 285 require that the Wisconsin Dept. of Public Instruction, Division of Libraries, Technology and Community Learning work to preserve and make available a record of major state government programs and assure the availability of state publications for use by the public throughout Wisconsin now and in the future.

The Wisconsin Digital Archives is part of the Wisconsin Document Depository Program. The purpose of the Wisconsin Digital Archives is to preserve content found on Wisconsin State Agency websites and to provide a way for state agencies to continue to fulfill their statutory obligation to participate in the Wisconsin Document Depository Program with electronic formats.

Who should I contact for help with metadata?

To make sure your metadata is set up correctly for the UltraSeek Search Engine contact Shiela Pollock at Shiela.Pollock@dpi.wi.gov.

For help with preservation of state documents, or any question about the Depository program, contact Abby Swanton at Abbigail.Swanton@dpi.wi.gov.

What does a meta tag look like?

Each meta tag has a name and some associated content. An example used on this page is:

Does the state of Wisconsin follow a metadata standard?

The State of Wisconsin had adopted the Dublin Core (DC) metadata element set for describing documents accessible via the Web. This core set of metadata elements is defined by the Dublin Core Working Group. For more information on the Dublin Core Metadata Initiative's standards and resources, see http://dublincore.org/. Endorsed by the W3C (World Wide Web Consortium) in 1998, it has been approved as National Information Standards Institute (NISCO) standard number ANSI/NISO Z39.85.2001 as well as receiving American National Standards Institute (ANSI) approval.

Is there more documentation about which tags Wisconsin pages should have?

Yes, see the Best Practices page for more information on this topic.

Do I need to apply tags to every page?

Following DC practice, you should definitely consider adding metadata to the front page of your Website and to those pages within your site you especially want users to find (formal reports, studies, or publications, for example).

Anything else to consider?

Meta tags are not magic and therefore they will not ensure your web pages show up prominently in each search engines' results pages; they are just one of the many ways of improving the way your pages are displayed. Some other items to take into consideration when creating your metadata are:

• Your choice of page title (defined by the <title> tag) -- incorrect page titles may result in search engines listing your page as "no title" or simply by its URL
• Ensure that relevant keywords crop up in your body text, headings, and subheadings

Where can I get more information?

As noted above, both Abby and Shiela are available to help.

Shiela Pollock (Shiela.Pollock@dpi.wi.gov)
Abby Swanton (Abbigail.Swanton@dpi.wi.gov)

Staff from the Reference and Loan Library are contracted by the Dept. of Administration to oversee the implementation and coordination of metadata issue for the Wisconsin state government portal. Contact either Shiela or Abby for help, advice or to report a problem.

Any good articles you might suggest on metadata?

If you want to investigate further, we suggest:

Best practices for digital archiving: An information life cycle approach. By: Hodge, Gail. D-Lib Magazine, 2000, Vol. 6, no1. http://www.dlib.org/dlib/january00/01hodge.html (accessed October 9, 2008).

Formats for digital preservation: A review of alternatives and issues. By: Hodge, Gail; Anderson, Nikkia. Information Services & Use, 2007, Vol. 27 Issue 1/2, p45-63, 19p, 2 charts; (AN 25365536)

Metadata for electronic information resources: From variety to interoperability. By: Hodge, Gail. Information Services & Use, 2005, Vol. 25 Issue 1, p35-45, 11p; (AN 17671295)

Preservation of and permanent access to electronic information resources: A system perspective. By: Hodge, Gail. Information Services & Use, 2005, Vol. 25 Issue 1, p47-57, 11p; (AN 17671294)

Webcontent.gov. Federal Web Managers Council. 30 June 2009.

Articles provided by the Wisconsin Dept. of Public Instruction's BadgerLink Program. BadgerLink's goal is to provide access to quality online information resource, fulltext periodicals and newspapers, health, business, and education materials for Wisconsin residents. For more information see: http://www.badgerlink.net. If you have any problems or questions please contact the BadgerLink Coordinator at dpibadgerli@dpi.wi.gov.

Last updated on 8/11/2009 4:46:48 PM