Google has published a detailed report on the optimisation metrics of its own resources, including the Google Search start page.

Google states the data will be used to improve its own SEO technologies and to help webmasters. The report covers 100 Google products. The company plans to expand it later with information based on analysis of localised product versions.

Shortcomings of Google pages include the format and length of title tags, incorrect use of the description meta tag, “attractiveness” of sitelinks, and image mismatches (especially logos) versus links. Of all the images reviewed, about half linked to pages they shouldn’t have — including 404 pages.

The best results from an SEO perspective in Google came from how products are surfaced in search results: 1–2 links to the main product page appear in the SERP. In addition, information about services is presented in snippets extremely clearly.