Metadata is code at the top of a website (the viewer can't see it) that tells search engines about the website. Headings are the same as you might use a paragraph format heading in Microsoft Word. Search engines use words in headings to help categorise a website better. A site map is a small file that lists the webpages. It goes on the server holding the website. Search engines will list and re-list your website faster if you have one of these. Here's the power of an optimised websites: See the link in my signature about vintage port? Hover over it and see which website it links to. Then go into google, type in vintage port chart, and see which website comes up at or near the top of the unadvertised list. With a little bit of effort and experimentation, and without spending loads of money on search engine consultants, you can, for specific search terms, get your website near the top.