HTML meta tags are what you will use to catalog every page of your web site. Meta tags describe the web page so that information about the page can be inserted as the content recommended for each contact’s email (e.g. image of the web page to use, the title of the web page article, URL to the page on the web site, author, short description of the page, etc.)
Your contacts’ personal content preferences are based on the collections of meta tags recorded from each person’s own page view history. Decide what meta tags to insert into any given web page based on how you intend them to be used by the Recommendation Engine when selecting best-matching content for each contact.
Maropost Marketing Cloud supports a combination of standard HTML meta tags, Open Graph meta tags, and Maropost’s own custom meta tags. Most web sites already use Open Graph meta tags so that their web pages may be easily “shared” on Facebook.
NOTE: If a standard HTML meta tag or an Open Graph meta tag shares the same property name as a Maropost meta tag and both are present on the same web page, then the Maropost meta tag value will take precedence.
Required META tags
The following set of HTML meta tags are required to be present in every web page that you want the Recommendation Engine to consider when determining best-fit for any given contact.
- og:title – the title of the web object (typically the web page title)
- og:type – the type of the web object. Typical values are “website” or “product”
- og:image – the URL to the image representing the web object. Usually it is the hero image of a news article or the product image
- og:url – the fully qualified URL to the web object. Usually it is the URL of the web page for the news article or the product page.
- description or og:description – the value of this meta tag will be displayed in the body of the email. It’s typically used as the teaser of the news article or a brief product description.
- maro:pubDate – The date in YYYYMMDDTHH:MM format that the resource was published to the web
- keywords or maro:keywords – a comma separated list of keywords that the web developer chooses to define the web resource. The Recommendation Engine primarily uses keywords when selecting best-fit content. For this reason, use your keywords wisely. Keywords that are too broad like “color”, or “fashion” results in a large pool of non-relevant content. Better keywords would be “color-red”, or “fashion-melania-trump”. On the flip side, avoid using keywords that are so specific that they will never reoccur in the future.
- maro:prodItemID – (required for Product Recommendations) used to present product recommendations based on purchase history. The value of this meta tag must be identical to the product’s item ID that is passed to the Product/Revenue database either via the API or via the web tracking script.
Optional META tags
- maro:keywords – If a web page is already using the standard HTML keywords meta tag, you can add this meta tag when you want the Maropost web spider to catalog your web page with keywords that are different from the ones you are using in the keywords meta tag.
- maro:expiry – the date in YYYYMMDDHH:MM format that the web resource expires and should not be included by the Recommendation engine in the calculation of content for the personalized feed.
- author – standard HTML meta tag. Name of the news article author.
- maro:author – If a web page is already using the standard HTML author meta tag, you can add this custom meta tag when you want the Maropost web spider to catalog your web page with a different author than the one you are using in the author meta tag.
- maro:provider – typically the manufacturer of a product, or the provider of a service
- maro:imageThumb – a fully qualified URL to a thumbnail image.
- og:locale – the regional locale of the web resource. Format is language_TERRITORY. Default is en_US.
- maro:prodDesc – used to display product description within personalized email. Typically, maro:prodDesc is the short product description, e.g. “FIFA 16 – Deluxe Edition – PlayStation 4” whereas description or og:description can be used to provide a more full featured description of the product.