What does Google say about SEO?

Can Google's AI actually book a table on your restaurant site without human intervention?

John Mueller Nov 17, 2025 ★★

Google is experimenting with agentic features in AI Mode that allow users to complete tasks directly in search, such as booking a table via your restaurant site automatically.

Domain Age & History AI & SEO Pagination & Structure

How Should You Handle Migrating a Website Between Two Different Domain Extensions?

John Mueller Nov 11, 2025 ★★★

A company would like to move most of its site to the .co.uk TLD, but keep a portion on its old .digital TLD for certain marketing campaigns. Here is John Mueller's advice: first, perform a migration from .digital to .co.uk using 301 redirects. Then, ...

Domain Age & History Content Crawl & Indexing AI & SEO JavaScript & Technical SEO Mobile SEO Domain Name Redirects

Are Automated SEO Audits Actually Hurting Your Rankings?

Martin Splitt Nov 11, 2025 ★★★

Martin Splitt emphasizes that a truly useful technical audit must be contextualized. In other words, it must be adapted to each site, rather than driven solely by automated metrics. In short, it is important to understand the technology and how the s...

Domain Age & History Content AI & SEO International SEO

Should a technical SEO audit really go beyond crawlability and indexation?

Martin Splitt Nov 06, 2025 ★★★

A technical SEO audit must ensure that no technical issues prevent or interfere with site crawling or indexation. It should use checklists and guidelines, but requires experience to adapt these tools to the audited site.

Content Crawl & Indexing AI & SEO

Is your technical SEO audit actually missing what really matters?

Martin Splitt Nov 06, 2025 ★★★

A technical audit must accomplish three things: use tools to identify potential problems, create a report tailored to the specific site to make sense of the data found, then formulate suggestions based on the site's real needs.

Content Search Console

Is your SEO audit doomed to fail before you even start?

Martin Splitt Nov 06, 2025 ★★★

You must first understand how your site works at the technology level, then use the right tools to identify problems affecting that specific technical foundation, before grouping results based on the effort and impact of each fix.

Content

What are the technical priorities Google really wants you to audit first?

Martin Splitt Nov 06, 2025 ★★★

Aspects to verify during an audit include: routing or network issues, HTTP headers and metadata, redirect chains or loops, canonicalization and internal link issues, as well as markup and rendering problems.

Domain Age & History Content Crawl & Indexing HTTPS & Security AI & SEO Links & Backlinks Redirects

Are you really leveraging Google Search Console's crawl data to boost your indexation strategy?

Martin Splitt Nov 06, 2025 ★★

The Crawl Stats report in Google Search Console allows you to discover how your server interacts with Google's robots and identify potential server interaction problems.

Crawl & Indexing Search Console

Is your SEO audit actually helping you—or wasting resources on irrelevant checks?

Martin Splitt Nov 06, 2025 ★★

The specific aspects of an audit can vary depending on your site. For example, an international site with different language versions should include an hreflang audit, but this makes no sense for a single-language site.

Content AI & SEO International SEO

Should you really worry about a spike in 404 errors in Google Search Console?

Martin Splitt Nov 06, 2025 ★★★

A high number of 404 errors is normal and expected if you've recently deleted a lot of content. It's not a problem in itself, but a normal consequence. Conversely, an unexplained increase in 404 responses requires investigation.

Content AI & SEO

Should you really implement every recommendation your SEO audit tools suggest?

Martin Splitt Nov 06, 2025 ★★★

You shouldn't blindly follow the recommendations of audit tools. It's essential to ensure that the results are relevant to the site in question and to take the time to prioritize them for maximum impact.

How can you prioritize your SEO fixes without wasting endless time and resources?

Martin Splitt Nov 06, 2025 ★★

Audit results should be grouped and prioritized according to two criteria: the amount of effort required to fix the issue and the impact that the correction will have on the site.

AI & SEO

Why does your technical SEO audit fail without involving the dev team?

Martin Splitt Nov 06, 2025 ★★

It is very useful to dialogue with people familiar with the site and its technology to verify if your assessment makes sense to them and to better understand the technical context.

Content AI & SEO

How Should You Adapt Your SEO Strategy for the AI-Generated Answers Era?

Google Nov 04, 2025 ★★★

Interviewed by Marina Mogilko on search engine optimization in the context of AI-powered search (AI Mode and AI Overviews), Robby Stein (VP of Product at Google Search) explains that SEO for AI (AEO, GEO…) is based on the same foundations as traditio...

Domain Age & History Content Discover & News E-commerce AI & SEO Local Search International SEO

Can URL Case Sensitivity Really Impact Your Organic Rankings?

John Mueller Nov 04, 2025 ★★★

As John Mueller reminds us, case plays a role in canonicalization: Google may choose a different canonical version if URLs vary only by case. Case sensitivity also impacts the management of the robots.txt file: the paths specified in the rules must m...

Content Crawl & Indexing AI & SEO Domain Name PDF & Files Local Search

Has mobile-first indexing really been a game-changer for SEO since 2016?

Lizzi Sassman Nov 03, 2025 ★★★

Since late 2016, Google has begun using primarily the mobile version of a website's content for ranking, analysis, structured data, and snippet generation. Having a mobile-ready site is essential for your online presence.

Content Crawl & Indexing Mobile SEO

Is the meta keywords tag still worth anything for SEO in 2025?

Gary Illyes Nov 03, 2025 ★★★

Google has never used the meta keywords tag for SEO purposes. This tag has no effect on your ranking in Google search results.

AI & SEO

Does using Google Analytics or Chrome really boost your SEO rankings?

Lizzi Sassman Nov 03, 2025 ★★★

Using any other Google product will not influence your rankings in Google Search. There is no SEO advantage to using other Google services.

Domain Age & History E-commerce

Why does Google normalize your HTML even when it's broken?

Gary Illyes Nov 03, 2025 ★★

Google normalizes HTML through a lexical analyzer because the Internet is generally broken at the HTML level. Even with malformed HTML, Google tries to make sense of the content by normalizing it during indexing.

Domain Age & History Content Crawl & Indexing AI & SEO

Does CSS really influence the SEO weight of your H1-H6 tags?

Gary Illyes Nov 03, 2025 ★★★

Google normalizes all header tags (H1, H2, H3, H4, etc.). Through rendering, Google analyzes the CSS style applied to these tags to determine the relative importance of the H tags in relation to each other.

Content AI & SEO Search Console