The IPTC Photo Metadata standard is our current widely accepted standard due to its universal approval among photographers, distributors, news sites, archivists, and web developers. The schema defines metadata structure, properties, and fields so that images are optimally described and easily accessed later, according to the site. Metadata is a set of understood data that defines and gives information about other data. It can be useful as an SEO technique to engage people searching for its contents. We find this is more common with images in the form of charts, graphs, and infographics. Image metadata facilitates the transportation of information with an image file so that other software, hardware, search bots, and end users - regardless of the image format – can use it.