Legal Definitions - metatag

A metatag is a specific piece of text embedded within the underlying HTML code of a webpage. Unlike the visible content that users see on a website, metatags are hidden from direct view. Their primary function is to provide descriptive information about the webpage's content to web browsers and, more importantly, to internet search engines. By acting as hidden keywords or summaries, metatags help search engines understand the subject matter of a page, influencing how it is indexed and ranked in search results.

• Example 1 (Legitimate Search Engine Optimization):

  Imagine a small, independent bookstore named "The Literary Nook" that specializes in rare first editions. On their website, they might include metatags such as "rare books," "first edition novels," "collectible literature," and "independent bookstore."

  Explanation: These metatags are not visible to visitors browsing the site, but they signal to search engines that "The Literary Nook" is highly relevant for users searching for rare books or collectible literature. This legitimate use of metatags helps potential customers discover the bookstore online when performing relevant searches.

• Example 2 (Trademark Infringement):

  Consider a popular brand of athletic shoes called "StrideFast." A competing shoe manufacturer, "QuickStep Footwear," might secretly embed "StrideFast" as a metatag in the HTML code of their own product pages, even though they do not sell "StrideFast" shoes or mention the brand on their visible website content.

  Explanation: By using "StrideFast" as a hidden metatag, QuickStep Footwear is attempting to mislead search engines into directing users who are specifically looking for "StrideFast" products to QuickStep's website instead. This unauthorized use of a competitor's trademark within metatags can constitute trademark infringement, as it leverages another company's brand reputation to unfairly divert customer traffic.

• Example 3 (Misleading Content Description):

  A website that primarily sells gardening tools might include metatags like "luxury watches," "exotic travel destinations," or "stock market tips," despite having no content related to these topics on their pages.

  Explanation: In this scenario, the website owner is using irrelevant metatags in an attempt to attract a broader audience by appearing in search results for popular, unrelated terms. While not necessarily trademark infringement, such practices are considered manipulative by search engines and can lead to penalties, as they aim to artificially boost search rankings rather than accurately describe the webpage's actual content.