The meta page

Nav item

This box is where the page’s meta-information is found, and the first you need to pay attention to when you make a new page. It looks like this (click to enlarge):

meta page

From top to bottom, this is what you should put in each of the fields in this box:


The title of the page. For destinations, this will be the name of the destination, but for other pages this may vary. Remember to check the sitemap first, to see if a title has already been decided for the page.


Where the page will be found in the structure. This will often be similar to and derived from the title, but in a different format, and shortened to the essential. Remember that this is relative, and so can be the same as a different folder, as long as they are not placed identically in the structure. For instance, an article called «Things to do in Bergen» might be placed under «/bergen/» and have a folder named «/things-to-do/» (as Bergen is already implied due to the location).

Item Type

PAGE or LINK. Choose PAGE if you are making a new page, or LINK if you want to make a new connection to a page that already exists.


ON or OFF. If set to ON, the item is published and reachable by readers. If set to OFF, it is not. If you change the folder name/ locale tag after you have published the article, don’t forget to set up a URL redirect.

Show in Navigation

ON or OFF. If set to ON, the item will be displayed in the navigation, if set of OFF, it will not. Even if set to OFF, it will still be reachable and readable by the user.

Show in Search

If set to YES, this item will be indexed by both external search engines (Google, Bing, DuckDuckGo, etc) and internal site search. If set to either of the two other options, it will not be. Take care in using the second NO-option, as that will disable search indexing for that entire branch of the structure.


This indicates which language version you are working on, and whatever is in this field should match this.

Locale Tag

This indicates which page you are working on, and will, along with the Locale, connect the page to the different language versions of the same page. The locale tag should always be in English. The easy way to create a locale tag for a new page is to copy the URL given under the «folder» field above, and pasting it here. If it already exists, you will be given a warning. If it does not, you may create it (if you have the required access to do so).

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

locale fields

Open in new window

ON or OFF. If set to on, the item will by default open in a new window or tab when clicked. If set to OFF, it will not. As a rule, this should always be set to OFF, unless otherwise specifically instructed.


This is the image that will be used as the preview image when you create an entrance to this page from elsewhere. Please use the same picture as the page’s main/top image whenever possible. It is important that the two pictures match, and that the reader is thus served what he/she is expecting.


This is the text that will be shown in entrances to this page, when they appear on other pages. Copy the intro text into this field.

Meta title

Title tag: 50-70 characters. This shall directly reflect the page’s content and tell what the page is about, as well as “sell it” to the user. Also important keyword(s) goes here. Remember: no keyword stuffing.

A meta title should consist of <destinatoion or title> – <USP of the article> – Visit Norway

Example 1: Oslo – Norway’s capital and largest city – Visit Norway
Example 2 : Lofoten – Wild, beautiful and white beaches  – Visit Norway

Meta Description

Make sure that meta description is not too long, also check that useful information doesn’t get lost. If not clear, rewrite so it’s clear what the page is about. It is important that this describes the content on the page and what the user can expect from the page as well as “sell it” to the user. Example: “Oslo offers a rare combination of city life with modern architecture, a vibrant and friendly social scene, New Nordic Cuisine and nature experiences.”

Open Graph Title

Open Graph should should be H1 + something snappy (H2 whenever H2 is good). Example: Tromsø – where your Arctic adventure begins.

Open Graph Description

This should be a short sentence or two suitable for Social Media sharing

CMS Tags

Information on how to use CMS-tags are found on this page.

Latitude and Longitude

Include this if relevant to the item/page. If not relevant, leave this empty.

To include latitude and longitude, do the following:

  1. Look up the location in Google Maps.
  2. Look at the URL, which may look like this:
  3. In this example URL, the latitude is in yellow: 60.3720546 – paste this into the latitude-field.
  4. In this example URL, the longitude is in red: 5.3471696 – paste this into the longitude-field.
  5. Click «show map» to check that the location is correct. If it is not, either click the correct place in the map, or click «clear coordinates» and try again from step 1.

Custom – Promo Designation

This is used to designate various forms of commercial pages. This field is usually not to be used by destinations that are not premium partners.

  • Campaign – For pages that form part of a campaign.
  • Partner – For pages concerning strategic partners, but that are not sponsored.
  • Sponsor – For sponsored pages.

Custom Content Title

The field can be used for alternative titles (that has turned on in the section(s) where the articles is shown. Avoid using creative custom title on category pages on a high level in the structure as they need to for navigation reasons.

Custom – Paid Keywords

This field is used to ensure that relevant pages are high in the results for certain keyword-based searches. Do not use this without approval from Innovation Norway, as the potential for serious error is extremely high!

Custom – Premium Partners

This field is essential to giving premium partners a good local search function. It should not be used by other editors than those with premium partners.

Content Owner

This field identifies which premium partner owns the page. For non-premium partners, the default setting is «Innovation Norway – Private».