Google has issued a clear warning to SEO professionals: do not blindly rely on automated tool-generated scores for technical SEO audits. Instead, the search giant advocates for a context-driven approach, emphasizing human expertise and site-specific understanding over standardized metrics.
Martin Splitt, a member of Google's Search Relations team, outlined this crucial guidance in a recent Search Central Lightning Talk. His message underscores that while tools are helpful, they are not a substitute for experienced judgment.
Google's Three-Step Framework for Technical SEO Audits
Splitt articulated the primary goal of a technical audit:
“A technical audit, in my opinion, should make sure no technical issues prevent or interfere with crawling or indexing. It can use checklists and guidelines to do so, but it needs experience and expertise to adapt these guidelines and checklists to the site you audit.”
To achieve this, he recommends a three-phase framework:
- Identify Potential Issues: Begin by utilizing various tools and established guidelines to pinpoint areas that might require attention.
- Create a Tailored Report: Develop a report that is specific to the audited website, moving beyond generic findings.
- Formulate Actionable Recommendations: Based on the actual needs of the site, provide concrete recommendations, grouping findings by the effort required and their potential impact.
Splitt stressed that understanding the site's underlying technology should always precede running diagnostic tools.
Understanding When 404 Errors Are Normal
One common area where automated tools can mislead is with 404 (Page Not Found) errors. A high count of 404s doesn't automatically signal a problem.
“A high number of 404s, for instance, is expected if you removed a lot of content recently. That’s not a problem. It’s a normal consequence of that. But if you have an unexplained rise in 404 responses, though, that’s something you want to point out and investigate,” Splitt explained.
The real red flag is an unexplained surge in 404s without corresponding website changes. Google Search Console’s Crawl Stats report can help determine if 404 patterns align with normal site maintenance or indicate genuine technical issues.
Context Reigns Over Generic Scores
Splitt highlighted that automated tools often generate numerical scores that inherently lack site-specific context. Not all issues flagged by a tool carry equal weight or relevance for every website.
For example, while an international site absolutely requires hreflang auditing, a single-language site does not. This distinction underscores the need for human judgment over blind automation.
“Please, please don’t follow your tools blindly. Make sure your findings are meaningful for the website in question and take the time to prioritize them for maximum impact.”
Engaging with individuals who understand the site and its technology is crucial, as they can validate whether findings are truly meaningful.
Download: Technical SEO Audit Workbook
Why This Guidance Matters for SEO Professionals
Relying solely on generic checklists and tool scores can lead to wasted time on low-impact fixes, while critical underlying issues remain unaddressed. Automated tools may misinterpret normal site behavior as problems or assign high priority to issues that have little to no effect on how search engines crawl and index content.
By understanding when metrics reflect normal operations versus actual problems, SEOs can strategically focus their audit resources on areas that truly matter. This principle is vital whether conducting internal audits or evaluating reports from external agencies.
See also: Google: Fix Technical Issues Before Chasing The ‘Next Big Thing’
The Future of SEO Auditing: Expertise is Key
As audit platforms continue to integrate more automated checks and scoring systems, the potential for a widening gap between generic findings and truly actionable recommendations grows. Google’s latest guidance reinforces the undeniable truth that effective technical SEO demands expertise that extends far beyond mere tool automation.
Websites with complex international setups, extensive content archives, or frequent publishing schedules stand to benefit most from these context-driven audit methodologies, ensuring resources are allocated efficiently and effectively.
Hear Martin Splitt’s full talk on this topic:
