Some SEO’s are still running technical audits like it’s 2016, spending weeks building massive reports only to watch them stall, get deprioritized, or ignored.

The problem is not a lack of care or effort from teams. It is a lack of clarity.

Traditional technical audits generate noise, but they rarely explain what actually matters, what does not, and why.

While most technical SEO talks focus on how to run an audit, this one focuses on why those audits so often fail in the real world and what to do instead.

Drawing from agency experience working directly with enterprise teams, this talk introduces a new way to approach technical SEO audits as strategic decision-making tools, not checklists.

Instead of treating crawler outputs as instructions, Grace will show how to layer human judgment, business context, and page-template weighting on top of crawl data to focus effort where it truly moves the needle.

Key talk points:
- How crawler tools surface problems but can’t assess impact
- Avoid misleading measurement of technical SEO health
- Real examples where crawler “errors” are intentional or harmless
- Where automation accelerates tech SEO and where human judgment is essential
- How to position Tech SEO initiatives in terms of business priorities and outcomes