Google's head of Search Spam Matt Cutts says in a new “Webmaster Help” video, that Google may use EXIF data attached to images as a ranking factor in search results.
Matt Cutts responds to the submitted question, “Does Google use EXIF data from pictures as a ranking factor?”
Cutts reconfirms that Google may not be using the EXIF data currently for ranking images but there is a high probability that it will be using the data in the near future for its ranking algorithm.
Google has previously confirmed the same in a blog post in April 2012 while explaining what happens to the EXIF, XMP and other metadata contained in the images.
Cutts recommends that if the option of embedding EXIF data is readily available with your camera then you can certainly go for it, because it can be an useful source of information for those who are searching for camera types, focal lengths or dates. But if your camera does not offer you any such option, then you do not need to bother about it.