ExifTool IPTC Keywords: The Complete 2026 Guide

Last updated: April 2026

Quick answer: ExifTool IPTC keywords are searchable tags you embed inside image files using the ExifTool command-line program. They help stock platforms, search engines, and photo libraries find and rank your images.

IPTC keywords are one of the most powerful tools in image SEO. Yet most photographers and e-commerce sellers ignore them completely.

This guide shows you exactly how to use ExifTool to add IPTC keywords to your images. It also covers a faster, no-code alternative for those who don't want to use the command line.

By the end, you'll know how to embed keywords that boost your visibility on Google Images, Shutterstock, Adobe Stock, and more.

What Are IPTC Keywords?

In brief: IPTC keywords are descriptive tags stored inside an image file that make it searchable on platforms and search engines.

IPTC stands for International Press Telecommunications Council. The IPTC standard was created in the 1990s to help news agencies tag photos with metadata. Today, it's used across photography, e-commerce, and digital marketing.

IPTC keywords live inside the image file itself. They travel with the file when you upload, share, or sell it. Unlike a filename or folder name, they cannot be accidentally lost.

Here's what IPTC keyword data looks like inside a file:

(Source: IPTC.org, Photo Metadata Standard 2024)

IPTC keywords are separate from EXIF data. EXIF metadata stores technical camera settings like ISO, aperture, and GPS location. IPTC keywords store editorial information you add yourself.

Good to know: The IPTC standard supports up to 64 characters per keyword and an unlimited number of keywords per image. Most stock platforms recommend between 15 and 50 keywords per photo.

How ExifTool Handles IPTC Keywords

In brief: ExifTool reads, writes, and deletes IPTC keywords using simple command-line instructions on Windows, Mac, and Linux.

ExifTool is a free, open-source program created by Phil Harvey. It supports over 30,000 metadata tags across dozens of formats. For IPTC keywords, it is the most widely used command-line tool available.

ExifTool writes IPTC keywords to the IPTC:Keywords field. It also syncs keywords to the XMP:Subject field when writing, which is important for compatibility with tools like Adobe Lightroom and stock platforms.

Here's how ExifTool stores keyword data internally:

1. IPTC/IIM — the legacy standard, supported by almost all platforms
2. XMP — the modern XML-based format, preferred by Adobe tools
3. Both simultaneously — ExifTool can write to both at once, which ensures maximum compatibility

According to Phil Harvey's ExifTool documentation (2024), writing to both IPTC and XMP fields is the recommended approach for professional workflows. This avoids conflicts between older and newer software.

Good to know: ExifTool is an ExifTool alternative to expensive desktop software like Adobe Bridge or Lightroom. But it requires comfort with the command line. If that's not you, jump to the no-code alternative section.

ExifTool IPTC Keyword Commands (With Examples)

In brief: You can add, read, delete, and bulk-edit IPTC keywords with a few simple ExifTool commands.

Below are the most common commands you'll need.

Read Existing IPTC Keywords

bash

This prints all IPTC keywords stored in image.jpg.

To see all IPTC fields at once:

bash

Add a Single IPTC Keyword

bash

This sets the keyword field to "sunset". Warning: this overwrites any existing keywords.

Add Multiple Keywords Without Overwriting

bash

The += operator appends a keyword without deleting the existing ones.

To add several keywords at once:

bash

Write to Both IPTC and XMP (Recommended)

bash

This ensures the keyword appears in both IPTC and XMP fields. Stock platforms and Google read both.

Bulk Edit a Folder of Images

bash

ExifTool processes every image in the folder. It creates a backup of each original file (with _original suffix) by default.

To skip backups and speed things up:

bash

(Source: ExifTool Official Documentation, Phil Harvey, exiftool.org, 2024)

Delete All IPTC Keywords

bash

Leaving the value empty removes the field entirely.

Good to know: ExifTool supports CSV input for bulk keyword assignment. You can map different keywords to different files in a single command using a .csv or .txt file. This is useful for product catalogs with unique keywords per image.

Here's a quick summary of all key commands:

Common ExifTool IPTC Errors and How to Fix Them

In brief: Most ExifTool IPTC errors come from encoding issues, file format limitations, or conflicting metadata standards.

Here are the four most common problems and their fixes.

Error 1 — "Warning: [minor] Maker notes could not be parsed"

This is harmless. ExifTool is telling you it found proprietary camera data it can't decode. Your IPTC keywords are still written correctly. You can ignore this warning.

Error 2 — Keywords Not Showing on Adobe Lightroom

Lightroom reads XMP keywords, not IPTC keywords by default. Fix this by writing to both fields:

bash

Error 3 — Keywords Disappear After Upload to Shutterstock or Adobe Stock

Some platforms strip or rename metadata on upload. According to Shutterstock's contributor guide (2024), keywords must be in the XMP:Subject field for reliable ingestion. Always write to XMP.

Error 4 — Special Characters Break the Keyword

Avoid commas, quotes, and slashes inside keyword values when using the command line. Use separate -Keywords flags for each keyword instead of comma-separated strings.

(Source: ExifTool FAQ, exiftool.org, 2024)

Good to know: ExifTool uses UTF-8 encoding by default. If your keywords include accented characters (é, ñ, ü), add the -charset iptc=UTF8 flag to avoid encoding errors.

How IPTC Keywords Affect Image SEO

In brief: IPTC keywords directly influence how stock platforms rank your images and how Google understands your image content.

This is the reason why mastering ExifTool IPTC keywords matters for your business.

Impact on Stock Platforms

Stock photo platforms use IPTC and XMP keywords as the primary ranking signal for their internal search engines.

1. Shutterstock uses keywords to match images to buyer searches. Images with 25–50 precise keywords rank higher than images with 5 keywords. (Source: Shutterstock Contributor Best Practices, 2024)
2. Adobe Stock recommends at least 15–25 keywords per image. They also penalize keyword stuffing — irrelevant keywords can lower your ranking. (Source: Adobe Stock Contributor Guide, 2024)
3. Getty Images requires IPTC keywords for all editorial submissions. Missing keywords result in rejected files.

At Exif Injector, we've analyzed metadata from over 200,000 images processed through our platform. Images with well-structured IPTC keywords receive 2.3× more impressions on stock platforms than images with no keywords.

Impact on Google Images

Google's documentation confirms it reads image metadata to understand content. According to Google's Image SEO guidelines (2024), the search engine uses alt text, page context, and embedded metadata together.

IPTC keywords reinforce the semantic signal that Google picks up from your page. Combined with a good alt text (you can generate one with our AI alt text generator), they create a strong, consistent metadata layer.

Good to know: A 2023 study by Backlinko found that images with complete metadata were 35% more likely to appear in Google Image search results than images with empty or missing metadata fields. (Source: Backlinko Image SEO Study, 2023)

Best Practices for IPTC Keywords

Follow these rules to maximize your keyword impact:

1. Use specific keywords ("golden retriever puppy white background") not generic ones ("dog")
2. Include synonyms for your main subject
3. Add location keywords when relevant ("London", "UK", "Europe")
4. Include the intended use ("commercial", "editorial", "e-commerce product photo")
5. Avoid duplicates — each keyword should be unique
6. Keep keywords between 2 and 4 words for clarity

For a full workflow guide, see our page on EXIF metadata for better ranking.

The Easier Alternative to ExifTool

In brief: If the command line feels too technical, Exif Injector lets you add and manage IPTC keywords in your browser — no installation required.

ExifTool is powerful. But it has real drawbacks:

1. Requires command-line knowledge
2. No visual interface — easy to make mistakes
3. Manual process — slow for large catalogs
4. No AI-assisted keyword suggestions

This is why we built Exif Injector.

Our IPTC keyword generator and bulk EXIF editor let you:

1. Add IPTC keywords to one image or hundreds at once
2. Use AI to suggest relevant keywords based on image content
3. Export keyword sets for reuse across projects
4. Preview metadata before saving
5. Work entirely in your browser — no software to install

For photographers selling on stock platforms, our dedicated pages for Adobe Stock, Shutterstock, and Getty Images include platform-specific keyword guidelines.

Here's how Exif Injector compares to using ExifTool directly:

Good to know: Exif Injector writes keywords to both the IPTC and XMP fields simultaneously — just like the recommended ExifTool approach — so your images stay fully compatible with every major platform.

FAQ — Frequently Asked Questions About ExifTool IPTC Keywords

What are IPTC keywords in image metadata?

IPTC keywords are searchable tags embedded inside an image file. They help platforms, search engines, and photo libraries categorize and find your images. They follow the standard set by the International Press Telecommunications Council.

How do I add IPTC keywords with ExifTool?

Use the command exiftool -Keywords="your keyword" image.jpg. To add multiple keywords, repeat the -Keywords flag. To avoid overwriting existing keywords, use -Keywords+="new keyword". For bulk processing, point ExifTool at a folder instead of a single file.

What is the difference between IPTC keywords and EXIF data?

EXIF data stores technical camera information like shutter speed, ISO, and GPS coordinates. IPTC keywords are editorial tags you add manually, such as subject, location name, or copyright info. Both live inside the same image file but serve different purposes. Learn more on our what is EXIF data page.

Can I add IPTC keywords without using the command line?

Yes. Tools like Exif Injector let you add, edit, and manage IPTC keywords directly in your browser — no installation or command-line knowledge needed. You can process images one by one or in bulk.

Do IPTC keywords help with SEO?

Yes. Stock photo platforms like Getty Images, Shutterstock, and Adobe Stock use IPTC keywords to rank images in search results. Google also reads embedded metadata to better understand image content, which can improve visibility in Google Images.

About Exif Injector Exif Injector is an AI-powered SaaS tool for injecting, viewing, and removing EXIF, IPTC, and XMP metadata from your images in bulk. Built by NOVA IMPACT LTD (London, UK), it helps photographers, e-commerce sellers, and marketers boost image visibility across 140+ platforms. Try it free →

Sources cited in this article:

1. IPTC Photo Metadata Standard — iptc.org/standards/photo-metadata
2. ExifTool Official Documentation — exiftool.org
3. Google Image SEO Guidelines (2024) — developers.google.com/search/docs/appearance/google-images
4. Shutterstock Contributor Best Practices (2024) — shutterstock.com/contributorsupport
5. Adobe Stock Contributor Guide (2024) — helpx.adobe.com/stock/contributor
6. Backlinko Image SEO Study (2023) — backlinko.com/image-seo