Using standardised metadata tags across Western Australian Government websites will ensure:
- relevant information is discoverable when searching government websites
- the information presented on search result pages are relevant and meaningful
- website content metadata is consistently defined, understood and applied.
The objectives of the standard are to:
- Improve discovery and access to government information and services, regardless of which agency provides the information, in order to help people without knowledge of government structures find what they need.
- Standardise how website content is tagged and referenced across Western Australian Government agency websites, so that it is understandable to both the community and global search engines.
This standard is part of the Digital Services Policy Framework that underpins the Digital Services Policy.
Overview
In its simplest form, metadata is data about data. Web page metadata tags are used to specify the page’s title, description and other information such as the author(s) and keywords that describe the content.
Website metadata tags enable search discovery of website content and are displayed in search engine result pages (SERP). The image below is an example of how Google’s SERP displays search results using the page’s title and description metadata tags.
Using standardised metadata tags across Western Australian Government websites will:
- ensure relevant information is discoverable when searching government websites
- ensure the information presented on search result pages are relevant and meaningful
- ensure website content metadata is consistently defined, understood and applied.
Definition of terms
Term | Definition |
|---|---|
| AGLS | Australian Government Locator Service. The AGLS Metadata Standard is a set of descriptive properties designed to improve the visibility and accessibility of online resources. The AGLS Metadata Standard is required practice for Australian Commonwealth agencies. AGLS was developed from the Dublin Core standard, and is entirely compatible and interoperable with Dublin Core. AGLS does not displace any other metadata standard. AGLS can coexist with other metadata standards based on different semantics. |
| Metadata | Structured information that describes, explains, locates, or otherwise makes it easier to retrieve, use or manage an information resource. |
| Metadata schema | Logical plan showing the relationship between metadata elements, rules for use, syntax and obligation level (mandatory, recommended, optional). A standard metadata schema includes elements that are applicable to most information resources, for example, creator, date, description. |
| Metadata schema extensions | Additional metadata elements used to capture more information for certain types of data or resources. Unlike standard metadata schemas, extensions would not be applicable to all information resources, for example, metadata applicable only to images. |
| SEO | Search Engine Optimisation |
| SERP | Search Engine Results Page. |
| WCMS | Web Content Management System. |
Purpose
The Website Metadata Tagging Standard (this document) establishes a consistent approach to tagging Western Australian Government website content, in order to make it easy to find and access.
Objectives
- Improve discovery and access to government information and services, regardless of which agency provides the information, in order to help people without knowledge of government structures find what they need.
- Standardise how website content is tagged and referenced across Western Australian Government agency websites, so that it is understandable to both the community and global search engines.
Scope
This Standard applies to all entities as defined under Section 3 of the Public Sector Management Act 1994 (the Act). This includes all agencies except those listed in Schedule 1 of the Act.
For the agencies within scope:
- publically available website content that is managed through a WCMS must comply with this Standard; and
- publically available content that is displayed dynamically through a web application should comply with this Standard.
Out of scope
- The management of personal information collected through a website (for example email addresses and other contact details which can sometimes be referred to as metadata) is out of scope of this Standard. Privacy considerations regarding the collection of personal information is addressed in the Privacy statement linked from your website footer, as mandated in the Website Visual Design and Functional Standard.
- This Standard does not address the security classification of sensitive or protected online content, as this will be addressed by the Data Classification Policy.
Authority
This Standard underpins the Digital Services Policy and is a mandatory component of the Digital Services Policy Framework (DSPF).
Requirements
Standard web page tags must be used
Web page tag | Requirement |
|---|---|
| title | Agencies must use title tags for all publically available website content managed through a WCMS.
Title tags are used by Google and other search engines in Search Engine Result Pages. Your title tags must be:
|
| description | Agencies must use description tags for all publically available website content managed through a WCMS.
Description tags are used by Google and other search engines in Search Engine Result Pages. Your description tags must:
Aim to write engaging, user-focused descriptions and consider what will encourage a user to click through from search results to view the page. |
AGLS.dateCopyright AGLS.rights AGLS.rightsHolder | Copyright conditions must be included in your Copyright statement, linked from your website footer, as mandated in the Website Visual Design and Functional Standard.
Agencies may also use AGLS meta tags to indicate if copyright applies to publically available website content. |
| Other tags | Where agencies require additional metadata tags, these must be interoperable with, or mapped to the AGLS Metadata Element Set. |
Guidance on how to create content for easy discovery is available from the Digital Services Content Guidelines.
File properties must be added to documents, images and audio visual content that is published online
File properties must be entered for all new Microsoft Office, PDF, photos/images, audio, video and other documents that are created and published online, in order to make them easier to find when searching and easier to use when downloaded.
These properties should be entered into the application you are using to create the file, for example the Adobe suite of applications or Microsoft Office. Save files using a unique search-friendly file name before uploading it to your WCMS.
Agencies must enter the following file properties:
File property | Requirement | ||||||
|---|---|---|---|---|---|---|---|
| File name | Agencies must save files using unique and search-friendly file names.
When uploading many images of the same subject, a numerical ID may be required.
Example:
| ||||||
| Title | Agencies must enter unique and search-friendly titles in the file’s properties. Your title tags must be:
Example:
| ||||||
| Subject or Description (application specific) | Agencies must enter an informative subject or description. These tags must:
Example:
| ||||||
| Author | Agencies must enter the agency name in author field. Additional values may be entered in the author field for external authors or where you want to direct any enquiries to a particular contact e.g. media contacts or subject matter experts. Example:
| ||||||
| Keywords | Agencies must enter several relevant keywords in the keywords field. | ||||||
| Other file properties | The available file properties will vary depending on which application you are using to create the file. Agencies should fill out all applicable available file properties. |
The Content Standard must be followed when writing metadata
Agencies must comply with the Digital Services Content Standard when writing metadata, for example:
- write based on user needs
- follow a consistent writing style
- use plain language.
Metadata tags and file properties must be reviewed and updated
Agencies must ensure that metadata is reviewed and updated whenever their web page content is reviewed and updated. This is to ensure metadata tags and file properties that may be exposed on SERPs, are kept relevant with website content.
The Website Metadata Tagging Guidelines contain advice on how to establish effective management practices to ensure the capture, consistency and currency of metadata.
Implementation
Agencies are responsible for implementing this Standard in relation to their own websites. Adding metadata to publically available website content:
- should not involve significant effort
- is supported by most modern WCMS
- will increase the agency’s Return on Investment (ROI) in their website, as it ensures the website’s content is easy to find and access.
A number of trigger points have been identified for agencies to facilitate implementing this Standard for publically available website content:
- creation of new websites
- redesign or redevelopment of current websites
- updates to existing content.
Related policies, standards and guidance
This standard should be read in conjunction with the Digital Services Policy Framework suite of policies, standards and guidance materials, in particular the Digital Services Content Standard.
For guidance on managing the creation and publishing of website metadata tags, refer to the Website Metadata Tagging Guidelines.
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