Google uses bad SEO for their own Google Voice website

It's interesting to look at the above SERP result from Google for their Google Voice service.

They seem to be doing things they suggest against. To start with, they're using duplicate Titles (two of them say simply "Google Voice". The main one (shown as A) and the first sitelink (B).

(A) goes to their main page as one would expect while B goes to One would think the logical title for the about page would be "About Google Voice" but that honor is saved for; a support page (D). which has "About Google Voice" as its heading.

In fact (B) doesn't even go to an about page but instead goes to a features page. Why don't they put that in the title?

They're not exactly being descriptive or even targeted. Does this provide a good "user experience"?

But this is only what appears in their sitelinks. If you do a search then you'll see that there are tons and tons of pages that only have "Google Voice" as the title of the page. These include pages on "general settings", "billing", "account signin" and "account recovery".

Avoid repeated or boilerplate titles. It's important to have distinct, descriptive titles for each page on your site. Titling every page on a commerce site "Cheap products for sale", for example, makes it impossible for users to distinguish one page differs another.


As for the descriptions we see two (E & G) that repeat the keyword in both the title and description.

If I'm not mistaken Google has stated that one shouldn't use the same keywords in both the Meta Description and Title tags.

It's easy to see that Google doesn't abide well by their own rules. It's also interesting to see how duplication of Titles on a large scale doesn't seem to effectuate a penalty. At least for Google.