Google has just thrown a curveball at overly dependent tool users and called for a move away from Shiny SEO audit results to intelligent, location-specific audits that actually improve your ranking. In a new Search Central Lightning Talk on November 6, 2025, search relations expert Martin Splitt explained why generic metrics are often misleading, especially when numbers are increasing AI-driven audit platforms. High 404 errors? Not always a crisis. Blindly chasing tool flags? A time-wasting trap. As search evolves, Google’s nudge reminds us: True technical SEO lives from human insight, not just numbers. When you’re knee deep in it Google Search Console Such as reports or pitches from testing agencies, this guide can save you from fixing ghosts while ignoring real crawl killers.
SEO Audit Results: Ditch the results and use a three-step audit glow-up
Splitt offers a straightforward charging framework technical SEO auditswith the emphasis on crawling and indexing hurdles without having to focus on points. Start by looking through your website’s tech stack – think CMS Quirks or global setups – before you start the tools. Then tailor the results to your unique beast, grouping fixes by effort and impact to get the best value for money.
Key pillars of Splitt’s approach to outsmarting SEO audit results:
- Scout with Tools First: Run diagnostics and checklists to identify potential issues such as broken links or slow loading. However, adapt these to the look and feel of your website – there is no one-size-fits-all solution.
- Create custom reports: Dive deep into the context; A multilingual monster requires hreflang checks, while a single language website skips this drama. Prioritize high-impact optimizations that meet your goals.
- Recommend with wisdom: Chat with your team’s insiders to get the full story – unresolved 404 spikes scream “investigate” but post-clean normal? Let them slide.
When it comes to these annoying 404 errors, Splitt makes it clear: An increase after deleting old content is a given, not panic mode. Use Search Console crawl statistics to uncover real red flags about routine housekeeping. Tools may give “normal” behaviors a low score and waste hours on simple fixes that don’t affect crawl quality.
Also Read: Zoom Stats: Users, Revenue and Market Dominance
General audits They chase shadows and drive up budgets for low-stakes things, while core problems – like mobile unfriendliness – lurk. Splitt’s playbook enables internal teams and agencies alike to achieve targeted success, especially for e-comm giants or content farms producing updates.
Looking ahead, as audit apps become increasingly automated, is Google’s clarion call? Combine technology with expertise.
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