Google warned towards counting on tool-generated scores for technical website positioning audits.
Search Relations crew member Martin Splitt outlined a three-step framework in a Search Central Lightning Speak that emphasizes site-specific context over standardized metrics.
The Three-Step Framework
Splitt outlined the core goal within the video:
“A technical audit, for my part, ought to make certain no technical points stop or intervene with crawling or indexing. It may possibly use checklists and tips to take action, however it wants expertise and experience to adapt these tips and checklists to the positioning you audit.”
His really helpful framework has three phases.
First, use instruments and tips to determine potential points. Second, create a report tailor-made to the particular web site. Third, make suggestions based mostly on precise web site wants.
Understanding web site expertise comes earlier than operating diagnostic instruments. Group findings by effort required and potential affect, Splitt mentioned.
When 404s Are Regular
Excessive 404 counts don’t all the time imply issues.
The crimson flag is unexplained rises with out corresponding web site adjustments.
Splitt defined:
“A excessive variety of 404s, as an example, is predicted in case you eliminated a whole lot of content material lately. That’s not an issue. It’s a standard consequence of that. However when you’ve got an unexplained rise in 404 responses, although, that’s one thing you wish to level out and examine…”
Google Search Console’s Crawl Stats report reveals whether or not 404 patterns match regular web site upkeep or point out technical points.
Context Over Scores
Instruments generate numerical scores that lack site-specific context.
Not all the pieces instruments flag carries equal weight. A global web site wants hreflang auditing, whereas a single-language web site doesn’t.
Splitt emphasised human judgment over automation:
“Please, please don’t comply with your instruments blindly. Be sure your findings are significant for the web site in query and take the time to prioritize them for max affect.”
Speak to individuals who know the positioning and its expertise. They’ll inform you if findings make sense.
Why This Issues
Generic checklists waste time on low-impact fixes whereas lacking vital points.
Software scores could flag regular web site habits as issues. They assign precedence to points that don’t have an effect on how engines like google crawl your content material.
Understanding when metrics mirror regular operations helps you focus audit sources the place they matter. This is applicable whether or not you’re operating inside audits or evaluating company reviews.
Trying Forward
Audit platforms proceed including automated checks and scoring methods. This widens the hole between generic findings and actionable suggestions.
Google’s steering reinforces that technical website positioning requires experience past device automation.
Websites with worldwide setups, massive content material archives, or frequent publishing profit most from context-driven audits.
Hear Splitt’s full discuss within the video beneath: