Share a link on WhatsApp or LinkedIn and, if the site is set up correctly, you'll see a preview card: an image, a title, and a short description. Without this setup, the link shows up as bare, unstyled text — which looks unpolished and gets fewer clicks. This preview is powered by a handful of hidden tags called Open Graph and Twitter Card metadata.
| Element | Plain English |
|---|---|
| Open Graph tags | Controls how your page appears when shared on Facebook, LinkedIn, and WhatsApp — title, description, and preview image. |
| OG image dimensions | Declaring the preview image's width/height lets platforms render the link preview faster without fetching the image first — commonly forgotten even when the image itself is set. |
| Twitter Card tags | The equivalent set for X (Twitter), including whether the preview shows a large image or small thumbnail. |
| JSON-LD structured data | A block of hidden code that describes your page's content in a format search engines can read directly — e.g. "this is an Article, written by this author, published on this date." |
| Favicon | The small icon shown in browser tabs and bookmarks — a basic but easy-to-forget brand touchpoint. |
| Apple touch icon | The equivalent icon used when someone bookmarks your site to an iOS home screen — a separate tag from the standard favicon. |
| Theme color | Sets the color of the browser's address bar/status bar on mobile to match your brand. |
| Web app manifest | A small JSON file enabling "add to home screen" and other progressive-web-app behavior. Informational only. |
| RSS feed | Indicates content syndication support — a mild content-marketing signal, informational only. |
Structured data can unlock rich results in Google search — star ratings, FAQ dropdowns, breadcrumb trails, and event details shown directly in the search listing itself, well before someone even clicks through. Sites without it are limited to a plain blue link and a text snippet.
Most modern CMS platforms and SEO plugins generate Open Graph and Twitter Card tags automatically from your title, description, and featured image. JSON-LD typically needs to be added once per page template (not per individual page) since it usually follows a consistent pattern for a given content type. Favicon, apple-touch-icon, and theme-color are typically one-time additions to your site's base template.
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