EXIF is a set of various pieces of information that are automatically embedded into the image upon creation. This can include GPS position, camera manufacturer, date and time, etc.
                        Unless you really need that data to be preserved, we recommend removing it as it can lead to <a href="http://blog.shortpixel.com/how-much-smaller-can-be-images-without-exif-icc" target="_blank">better compression rates</a>.