Image metadata is information stored inside image files. There are multiple metadata standards — EXIF, IPTC, and XMP — each storing different types of information. Understanding them helps you optimise images more effectively for both search engines and stock platforms.
| Standard | Created By | What It Stores |
|---|---|---|
| EXIF (Exchangeable Image File) | Camera manufacturers | Camera settings, GPS location, date/time, exposure, ISO |
| IPTC (International Press Telecommunications Council) | Press industry | Caption, copyright, creator, keywords, category |
| XMP (Extensible Metadata Platform) | Adobe | Flexible container for any metadata, embedding IPTC and EXIF |
Google has stated that it does read IPTC metadata including the description and keywords fields. However, HTML alt text, surrounding text, and page context have far greater SEO impact than embedded metadata. Think of embedded metadata as a secondary signal — helpful but not primary.
Camera-generated EXIF data includes GPS coordinates by default on modern phones. Before uploading photos online, consider removing GPS EXIF data — especially from photos taken at your home or private locations. Use tools like ExifTool (free, command line) or Windows' built-in "Remove Properties" feature.
IPTC is the metadata standard used by professional photographers and press agencies. The most relevant IPTC fields for stock photographers are:
| Tool | Platform | Best For |
|---|---|---|
| Adobe Lightroom | Win/Mac | Professional photographers |
| Adobe Bridge | Win/Mac | Batch IPTC editing |
| ExifTool | Any (command line) | Power users, bulk processing |
| DigiKam | Win/Mac/Linux (free) | Free Lightroom alternative |
| Windows File Properties | Windows | Basic edits without software |
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