Google just threw a curveball at over-reliant tool users, urging a shift from shiny SEO audit scores to smart, site-specific audits that actually boost your rankings. In a fresh Search Central Lightning Talk on November 6, 2025, Search Relations whiz Martin Splitt unpacked why generic metrics often mislead, especially amid rising AI-driven audit platforms. High 404 errors? Not always a crisis. Blindly chasing tool flags? A time-suck trap. As search evolves, Google’s nudge reminds us: True technical SEO thrives on human insight, not just numbers. If you’re knee-deep in Google Search Console reports or vetting agency pitches, this guidance could save you from fixing ghosts while ignoring real crawl killers.
SEO Audit Scores: Ditch Scores, Embrace a Three-Step Audit Glow-Up
Splitt lays out a no-fluff framework to supercharge technical SEO audits, focusing on crawling and indexing hurdles without the score obsession. Start by grokking your site’s tech stack—think CMS quirks or global setups—before firing up tools. Then, tailor findings to your unique beast, grouping fixes by effort and impact for max bang-for-buck.
Key pillars of Splitt’s approach to outsmart SEO audit scores:
- Scout with Tools First: Run diagnostics and checklists to spot potential snags, like broken links or slow loads, but adapt them to your site’s vibe—no one-size-fits-all.
- Craft Custom Reports: Dive deep into context; a multilingual monster needs hreflang checks, while a solo-language site skips that drama. Prioritize high-impact tweaks that align with your goals.
- Recommend with Wisdom: Chat with your team’s insiders for the full story—unexplained 404 spikes scream “investigate,” but post-purge normals? Let ’em slide.
On those pesky 404s, Splitt clarifies: A surge after axing old content is par for the course, not panic mode. Use Search Console’s Crawl Stats to sniff out true red flags versus routine housekeeping. Tools might slap a low score on “normal” behaviors, wasting hours on fluff fixes that don’t touch crawl quality.
Also Read: Zoom Statistics : Users, Revenue, and Market Dominance
Generic audits chase shadows, inflating budgets on low-stakes stuff while core issues—like mobile unfriendliness—lurk. Splitt’s playbook empowers in-house teams and agencies alike to deliver laser-focused wins, especially for e-comm giants or content farms churning out updates.
Looking ahead, as audit apps pile on automation, Google’s clarion call? Blend tech with expertise.
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