Editing SEO Metadata

Turning Features On or Off

The recommended way to turn features on or off is using the Wagtail Site Settings. From the Wagtail Admin select Settings > SEO. From here each type of metadata can be turned on or off.


In order for Twitter cards to work correctly, a twitter account must be specified. This is the “@username” of the site owner’s Twitter account. Most likely this would be a brand account.

Specifying Metadata per Page

While editing the page, special SEO metadata can be specified under the Promote tab.


Website developers may provide fallbacks for any of the values below if they are blank. See Customizing Metadata & Fallbacks.

Search & Social Media Previews

  • SEO title — If specified, this title will show up in the browser tab, in search engine results, and on social media previews exactly as-is. If empty, the page’s normal title will be used, appended with the Site name (from Settings > Sites > Site name) as so: “Page Title - Site Name”

  • Search description — This will show up in search engine results and social media previews.

  • Canonical URL — The preferred URL for duplicate or similar pages.

  • Preview image — This corresponds to the Open Graph image and will show up in social media previews (Facebook, LinkedIn, Twitter, and many other sites supporting the Open Graph standard).

Search Engine “Rich Snippets”

Structured Data, referred to by Google as “rich snippets”, is special metadata which defines information about the content of the page, and the organization producing the content. The following Structured Data should be provided once on your site’s home page. If you have a site containing multiple locations, such as branches, stores, regional offices, etc. — also provide this info on each page representing a unique location.

  • Organization type — Should be provided on the home page. If this is blank on a page, the info from the home page will be used instead when necessary.

  • Organization name — The name as it will show up in search results, maps, business listings, etc. If blank, the site name from Settings > Sites is used instead.

  • Organization logo — The logo that will show up in search results, business listings, news/article publications, etc.

  • Photo of Organization — A photo of the physical facility or location that will show up in search results, maps, business listings, etc.

  • Telephone number — Phone number, including country code (+1 for USA), that will show up in search results and business listings.

  • Address — Various address fields for the physical facility or location. This tells search engines how to display your website on a map or local business listing.

  • Geographic latitude & longitude — Similar to the address, this is used to pinpoint the exact location on a map. Should correspond to the entrance of the facility if possible.

  • Hours of operation — Days and hours your organization is open for business. To indicate late night hours, such as “Saturday 11pm–2am”, make two days instead: “Saturday 23:00–23:59” and “Sunday 00:00–02:00”.

    These hours should be updated regularly as your locations adjust their schedules. For example, if one branch has temporary limited hours due to COVID-19, the hours should be updated to reflect the new schedule, then re-updated again in the future when hours go back to normal.

  • Actions — Actions have somewhat limited support by Google, but can be used specifically for making reservations or online orders.

    • Target

  • Additional Organization Markup — Add custom JSON-LD here. Must be valid properties of https://schema.org/Organization, or your Organization type specified above. For example:

      "legalName": "Ye National Cheese Emporium",
      "slogan": "Purveyor of fine cheese to the gentry (and the poverty-stricken too)."

    While it may be tempting to try and provides hundreds of different data points falling within the Schema.org spec, in reality Google and other search engines only use a limited subset, the primary of which are already included by Wagtail SEO using the fields above.

    See Google’s documentation on rich snippets for more context on how this data is used: https://developers.google.com/search/docs/data-types/local-business

Additional “Rich Snippet” Content


Wagtail SEO also provides Structured Data markup (a.k.a. “rich snippets”) for article type pages using a combination of the information above and the page’s included data (date published, author, etc.). No additional action is required to enable article markup.


Google officially supports a few dozen types of specific structured data, including recipes, events, books, etc. If your website deals in these types of data, read how to extend Wagtail SEO’s structured data in: Customizing Metadata & Fallbacks.

Preview Your Page on Search & Social

After editing metadata and publishing a page, you can validate and preview the metadata by using online tools. See Testing SEO Metadata.