Metadata includes all sorts of information that is connected to a page, which describes the page and its contents, without necessarily displaying on that page. It may, however, be visible on other pages that are in some way connected to the page in question.

The following are some types of metadata used in the Nav item section on the Visitnorway site (but not all), and how each is used:


This is the title that will display when the page is referenced elsewhere, both locally and off-site. It should be more or less the same as the H1 in the page’s header slide (if any).

Meta title

This is the title that displays in the browser’s title field and in the title field for search engine results. It is very important in terms of search results, so this field should always be filled in correctly: «Page title – Official travel guide to Norway –» (for primary version. See the knowledge base for the various language versions).

Description and meta description

These fields should be identical, and are used in search engine results and when linking internally to other pages. They should be descriptive, and follow the site’s tone of voice. Normally, these fields should contain text that is copied from the page’s intro text.

Geographic coordinates

These are important for placing page subjects on a map. It is frequently used in automatically generated feeds, so take care to get the coordinates correct, and make sure these are only used on relevant pages. For instance, a page about a certain place or area may have these coordinates, but a generic subject page which mentions one or more places in passing should not. Also, if an area is too big or spread out to be accurately and representatively tagged by coordinates, you should consider not adding these. This may be the case with counties, long fjords, country parts and large regions or areas.


CMS-tags are used on both pages and assets such as images and videos. They are for backend use only, and are not visible to the users. Careful use of CMS-tags is essential to maintaining their usefulness. These are important things to keep in mind:

  • If you need a CMS-tag, make sure it does not already exist before you make a new one.
  • CMS-tags are always written in lowercase and in English, for all languages.
  • Use the Norwegian name, as written in Norwegian. Some exceptions: western norway, eastern norway, northern norway, southern norway, eastern finnmark, bergen aquarium, bryggen in bergen, etc.
  • Do not be afraid to use many tags, but make sure they are highly relevant for each page. Do not use a tag just because it is casually mentioned on the page, or is somewhat relevant.
  • Tags are used to auto-generate lists by filtering search results, so incorrect tagging is essential. For instance, only destinations that are cities (as opposed to towns) should receive the «city»-tag, the «arctic norway» tag is only for destinations north of the Arctic Circle, and so on.
  • An image should be tagged according to its content and subject – not according to the subject of the page it is used on. When tagging an image (or a video), keep in mind that it might be used on other pages in the future, ideally without needing changes to the tagging.
  • When making a new page, try to find out how an existing equivalent page is tagged, and use that as a guide.

Read more detailed information on CMS-tags.

Locale and locale tag

These are extremely important, as they tell the system how pages are linked across language versions. Follow this rule of thumb:

This should be the same as the language you are working on, ie «Norwegian» for the Norwegian version of a page, and so on.

Locale tag:
This should be the same as the locale tag in the primary version of the page you are working on, and in the same language (most often English). If the locale tag does not exist, make a new one by copying the page folder URL into this field. You will be given a warning if it already exists in the system.

For instance, for the Viking page, the Locale and Locale Tag fields should look like this for the Primary page:-locale fields

Paid keywords

Paid keywords are used to rank pages according to relevancy and importance in the CMS search engine. Rule of thumb is that editorial content should always rank higher than products. For instance,when searching for seafood in the CMS search engine, the «First class seafood» page should rank higher than all seafood restaurant listings. It is therefore important to add paid keywords only to pages with editorial content that we want to emphasize on in search.

 Additional information

For more details on metadata, please consult the following page: