The University of Melbourne instituted a metadata standard for web content in 1999. After several ad hoc reviews, we describe a case study in which we conduct a systematic, broad coverage review of the use of the institutional metadata standard across all web content. First we review the development of the institutional metadata standard, building on Dublin Core. Next we conduct an in depth review of practice, finding that Dublin Core and University of Melbourne metadata is sparsely implemented for reasons including changing authoring habits and evolving web content types. Finally a number of issues for future investigation are identified within the institutional context.