Definition: Open Graph (OG) is a metadata protocol originally developed by Facebook in 2010 that allows web publishers to control how their pages appear when shared on social media platforms and messaging apps. By adding OG meta tags to a page’s HTML head, publishers specify the title, description, image, and content type that social platforms should display when a user shares that URL.
Why It Matters: When a URL is shared on Facebook, LinkedIn, X (Twitter), WhatsApp, Slack, or iMessage, the platform reads the Open Graph tags to generate a rich link preview. Without properly configured OG tags, platforms fall back on guessing — often pulling an irrelevant image or truncated text that reduces click-through rates. Well-optimised OG tags — with a compelling image, concise title, and clear description — significantly improve the performance of shared links, particularly for blog posts, landing pages, campaign content, and product pages distributed via social channels.
How It Works: OG tags are added to the section of a webpage as elements with the property attribute. Core tags include og:title, og:description, og:image, and og:url. The og:image tag should point to an image at least 1200×630 pixels for optimal rendering across platforms. X (Twitter) uses its own parallel system called Twitter Cards, though it also reads OG tags as a fallback. Most SEO plugins (Yoast, Rank Math) and CMSs generate OG tags automatically, but they can and should be customised per page for highest impact.
Related: Social Media Marketing, Click-Through Rate, Structured Data, Meta Tags, Content Marketing