Authors
Jon Bowman
Senior Developer
Helping your website content be found, shared, and understood clearly and responsibly.
When you publish website content, the work does not stop at the page itself. Search engines, social platforms, and browsers all rely on behind-the-scenes information to understand what your content is about and how it should appear to people looking for it.
In Drupal, the Metatag module gives content editors a way to shape that understanding. You do not need to be a developer to use it effectively as part of your day-to-day content work. Editing and reviewing metatags is generally straightforward for content editors.
Installing the module and establishing site-wide defaults typically requires a developer or someone with Drupal experience. Tasks such as adding the module, enabling it, and defining default values are usually handled during site setup. Once that foundation is in place, content editors can focus on the quality and context of their content rather than technical implementation details.
This article explains the most common Metatag settings you will encounter, what they do, and when they matter.
What the Metatag Module Does
The Metatag module lets you manage information about your content that is not visible on the page itself, but is visible to:
- Search engines such as Google and Bing
- Social media platforms such as Facebook, LinkedIn, and X
- Web browsers and assistive technologies
You can think of metatags as context. They help external systems understand your content and present it accurately to people who depend on those systems to find trustworthy information.
Metatags on Content Edit Screens
As a Drupal content editor, the metatag fields you will work with most often appear directly on the content editing screen alongside the rest of the page fields.
You will typically see them:
- On content edit screens for pages, articles, events, and similar content types
- Grouped under a Metatag or SEO section
Many of these fields are pre-populated using defaults established during site configuration.
These fields control how a specific piece of content appears in search results and social shares. You will not need to adjust them for every page. Understanding what they do helps you make informed decisions for high-visibility content, time-sensitive information, or pages likely to be shared widely.
Metatag Configuration
You may also hear references to "Metatag settings" or "Metatag configuration." These live in the Metatag module's administrative settings rather than on individual content pages.
This configuration is used to:
- Define site-wide defaults for titles, descriptions, and social previews
- Control which metatag fields appear for different content types
- Set fallback values when editors leave fields blank
Because these settings affect the entire site, they are typically managed by developers or site administrators. Content editors generally do not need to interact with this area as part of their regular workflow.
Understanding this distinction helps establish clear ownership: developers maintain the framework, while editors focus on content quality and accuracy.
Core Metatags You'll Use Most Often
Page Title
What it is
The page title appears in browser tabs and is often used as the main headline in search results.
Why it matters
This is one of the clearest signals search engines use to understand what a page is about. It is also the first thing many people see when deciding whether to click.
Best practices
- Keep it clear and specific
- Put the most important words first
- Aim for roughly 50 to 60 characters
Example
Summer Programs for Kids | City of Example
Meta Description
What it is
A short summary that often appears below the page title in search results.
Why it matters
While it does not directly affect rankings, it helps people decide whether a page is relevant to them.
Best practices
- Write in plain language
- Be accurate and inviting
- Aim for roughly 150 to 160 characters
Example
Explore fun and educational summer programs for children ages 5–12. Registration now open.
Canonical URL
What it is
The canonical URL tells search engines which version of a page should be treated as the primary one.
Why it matters
This helps search engines identify the authoritative version of content when similar or duplicate pages exist.
For editors
In most cases, this is handled automatically. You usually will not need to change it.
Robots (Index / Follow)
What it is
Instructions that tell search engines whether they should:
- Include the page in search results (index)
- Follow links on the page (follow)
Common settings
- Index, Follow: Appropriate for most public-facing pages
- No Index: Used for pages that should not appear in search results
Why it matters
These settings help ensure that search engines surface the right content while excluding pages that may be temporary, incomplete, or intended for limited audiences. Used thoughtfully, they support clarity, trust, and consistency across the site.
When "No Index" is appropriate
- Temporary or time-limited pages
- Confirmation or thank-you pages
- Internal-only content
Social Sharing Metatags
These settings control how your content appears when it is shared on social media. Clear, accurate previews help people quickly understand what they are being asked to read or click.
Open Graph (Facebook, LinkedIn, and Others)
Open Graph Title
What it is
The headline shown in social previews when the page is shared on social platforms.
Helpful tip
This does not have to match the page title exactly. You can use more conversational language if it helps provide useful context.
Open Graph Description
What it is
A short summary shown beneath the title in social previews.
Helpful tip
Focus on clarity and relevance. This text helps people decide whether the content is useful to them.
Open Graph Image
What it is
The image displayed alongside the title and description in social feeds.
Why it matters
A clear, relevant image helps your content stand out and be understood at a glance.
Best practices
- Choose an image that reflects the content honestly
- Use high-quality images without small or difficult-to-read text
- Avoid images that feel generic or misleading
Advanced Metatags
You may notice additional fields that are rarely needed on a page-by-page basis. These metatags are typically managed at the site level rather than by individual content editors.
In most Drupal sites, advanced metatags are:
- Configured centrally in the Metatag module settings
- Applied automatically using site-wide defaults
- Maintained by developers or site builders as part of the site's overall configuration
This approach promotes consistency across the site while reducing the risk of configuration drift and unintended changes.
As a content editor, you generally do not need to edit these fields. They are managed for you so you can focus on creating and maintaining clear, useful content.
Keywords
Modern search engines largely ignore this field. You can usually leave it empty unless your organization has a specific reason to use it.
Content Language
The Content Language metatag communicates the language of the page to search engines, browsers, and assistive technologies.
This is usually set automatically based on the site's configuration. During site setup, a developer or site builder defines the site's default language and any additional supported languages in Drupal's language settings.
Drupal applies the appropriate language metadata to each page based on:
- The site's primary language
- Whether the site supports multiple languages
- How a specific piece of content is configured or translated
You typically do not need to manage this field directly. It is handled automatically to help ensure content is interpreted and presented correctly across devices, platforms, and accessibility tools.
Site Verification, Geo Tags, and Custom Tags
These fields are often used for:
- Search engine verification
- Analytics and monitoring tools
- Organization-wide integrations
They are usually managed globally rather than by individual editors.
Want to Go Deeper?
For teams responsible for Drupal configuration, governance, or ongoing platform maintenance, the following resources provide additional detail:
Drupal Metatag module documentation (Drupal.org)
Official documentation covering available metatag types, defaults, and configuration options:
https://www.drupal.org/docs/contributed-modules/metatag
Working with images in metatag fields
A helpful explanation of how metatag image fields work with Drupal Media and tokens:
https://mark.ie/blog/adding-tokens-for-metatag-image-fields-when-using-drupal-media-entity
These resources are most useful for developers and site builders, but they can also provide helpful context for editors interested in understanding how content is presented across platforms.
Key Takeaways
Most Drupal sites provide sensible metatag defaults, which means editors rarely need to complete every field. Even so, it is worth reviewing metatags for key landing pages, high-traffic content, major announcements, and pages that are likely to be shared externally.
Before publishing, take a moment to confirm that:
- The page title clearly reflects the content.
- The meta description accurately summarizes the page.
- Social sharing previews make sense when viewed outside the context of the website.
- The page is intended to appear in search results.
Metatags are not a substitute for clear content, good information architecture, or strong governance. They are supporting metadata that helps search engines, social platforms, browsers, and assistive technologies interpret content consistently. When paired with well-structured content and thoughtful editorial practices, they help ensure information is represented accurately wherever people encounter it.