Martin Splitt has become one of the most influential voices in the world of technical SEO. As a Developer Relations Engineer in Google's Search Relations team, he bridges the gap between web development and search engine optimization. His work focuses on improving web performance, particularly around JavaScript, rendering, and indexing. Splitt's contributions extend beyond his professional role at Google—he regularly shares insights through talks, articles, and educational content, making complex technical SEO concepts accessible to developers and SEO professionals.
Based in Zurich, Switzerland, Splitt has over 17 years of experience in the tech industry, having co-founded a tech company before joining Google. His expertise lies in understanding how modern websites function and how search engines interpret them. He is particularly known for his ability to simplify complex topics and provide actionable guidance for improving site performance and SEO. Splitt's approach emphasizes the importance of context in technical SEO audits, moving away from a reliance on automated tools and arbitrary scores to a more nuanced understanding of website-specific challenges.
Beyond his professional work, Splitt is an engaging communicator with a passion for scuba diving and a deep interest in web technologies. His contributions to the Google Search Off the Record podcast and his conference talks have made him a trusted voice in the SEO community. In this guide, we will explore Splitt's key contributions to technical SEO, his methodology for conducting audits, and the broader implications of his work for website owners and developers.
Martin Splitt's Role in Technical SEO
Martin Splitt plays a pivotal role in the technical SEO landscape, serving as a Developer Relations Engineer in Google's Search Relations team. His responsibilities involve helping developers and SEO professionals understand how Google Search crawls, renders, and indexes websites, especially those built with modern web technologies like JavaScript. Splitt is known for his hands-on approach, often guiding users through the technical intricacies of website performance and SEO with clear, concise explanations.
One of Splitt's core areas of focus is JavaScript performance optimization. In a 2025 Tech SEO Summit talk titled JavaScript Performance Optimization Primer, he emphasized the importance of identifying and resolving performance issues that arise from JavaScript execution. He highlighted the use of performance tools, such as the Performance tab in Chrome DevTools, to analyze and optimize rendering and GPU performance. Splitt also pointed out how seemingly minor changes in CSS can significantly impact performance, underscoring the need for a holistic view of site optimization.
Another key aspect of Splitt's work is his emphasis on accessibility and search-friendliness. He frequently discusses how modern web development practices affect SEO, particularly in the context of JavaScript-heavy websites. Splitt advocates for best practices that ensure websites are not only fast and efficient but also compatible with search engine crawlers. This includes avoiding unnecessary complexity in JavaScript frameworks and ensuring that dynamic content is rendered in a way that can be easily indexed.
In his role, Splitt also serves as an educator, regularly contributing to the Google Search Off the Record podcast and speaking at industry conferences like Brighton SEO and the Nordic SEO Conference. His ability to break down complex technical concepts into digestible explanations has made him a valuable resource for developers and SEO practitioners alike.
Key Contributions to Technical SEO
Martin Splitt has made several key contributions to the field of technical SEO, particularly in the areas of JavaScript optimization, rendering, and indexing. One of his most significant contributions is his emphasis on context-aware technical SEO audits. In a recent video from Google Search Central, Splitt highlighted the limitations of relying on automated tools and arbitrary scores when conducting audits. Instead, he advocated for a more nuanced approach that considers the specific needs and architecture of each website.
According to Splitt, technical SEO audits should not simply generate a list of issues but should focus on identifying and prioritizing problems that actually impact the site's performance and search visibility. He outlined a three-step framework for conducting effective audits:
Use tools and guidelines to identify potential issues. This step involves leveraging diagnostic tools like Google Search Console and Chrome DevTools to detect common technical issues such as broken links, rendering problems, or slow load times.
Create a report tailored to the specific site. Splitt emphasized that audit reports should be contextualized to reflect the unique structure and requirements of the website being audited. This includes grouping findings by their potential impact and the effort required to fix them.
Make recommendations based on the site's needs. The final step involves providing actionable recommendations that are specific to the site's goals and constraints. Splitt stressed that generic checklists and recommendations are often ineffective, as they fail to account for the specific circumstances of each website.
In addition to his work on audit methodology, Splitt has also contributed to the broader understanding of how search engines process JavaScript-heavy websites. In a 2025 Brighton SEO talk, he explained how search engines render pages and the implications for sites that rely heavily on JavaScript to load content. He emphasized the importance of ensuring that dynamic content is accessible to crawlers, either through server-side rendering or through other techniques that allow search engines to index the content effectively.
The Importance of Context in Technical SEO Audits
Martin Splitt has consistently emphasized the importance of context in technical SEO audits, challenging the widespread reliance on automated tools and arbitrary scores. In a recent Google Search Central Lightning Talk, Splitt outlined a framework for conducting audits that prioritize understanding the specific needs and challenges of each website. He stressed that a technical audit should not simply identify issues but should also provide actionable insights that help website owners improve their SEO performance.
One of the key principles Splitt outlined is the need to move beyond checklists and generic recommendations. Instead, he advocated for a more tailored approach that considers the unique architecture, content, and user experience of each website. This approach involves using diagnostic tools to uncover potential issues, but also requires the auditor to analyze these findings in the context of the site's goals and constraints.
Splitt also highlighted the importance of prioritizing issues based on their potential impact and the effort required to resolve them. For example, he explained that a high number of 404 errors may be a normal consequence of recent content removals and should not be treated as a red flag unless they are accompanied by unexpected spikes in traffic or user complaints. This perspective challenges the common assumption that all technical issues should be treated equally, regardless of their relevance to the site's performance.
In addition to prioritization, Splitt also emphasized the importance of communication in technical SEO audits. He argued that audit reports should not only identify issues but also provide clear explanations of why these issues matter and what steps can be taken to resolve them. He encouraged auditors to engage with stakeholders and provide recommendations that are practical and measurable, rather than simply listing problems without context.
Technical SEO Audit Methodology
Martin Splitt's approach to technical SEO audits is grounded in the principle that audits should be context-aware and actionable, rather than relying on generic checklists or arbitrary scores. His methodology, as outlined in a Google Search Central Lightning Talk, consists of three key phases: identification, contextualization, and recommendation. Each phase is designed to ensure that the audit process is both thorough and relevant to the specific website being analyzed.
Identification of Potential Issues
The first step in Splitt's methodology is to use diagnostic tools and guidelines to identify potential technical issues. This includes tools such as Google Search Console, Chrome DevTools, and other site crawlers that can detect common problems like broken links, slow page load times, or rendering issues. Splitt emphasized that while these tools are valuable for uncovering issues, they should not be used in isolation. Instead, they should be combined with a deeper understanding of the site's architecture and user experience.
For example, Splitt explained that a high number of 404 errors may not necessarily indicate a problem if they are the result of recent content removals. In such cases, the focus should be on understanding the context behind the errors rather than simply treating them as a red flag. This highlights the importance of using tools to gather data but also of interpreting that data in a way that is relevant to the site's specific circumstances.
Contextualization of Findings
The second phase of Splitt's methodology involves contextualizing the findings from the initial analysis. This means going beyond a simple list of issues and instead analyzing how each issue affects the site's performance and user experience. Splitt emphasized that this step requires a combination of technical expertise and strategic thinking.
For example, he pointed out that some issues may have a high impact on performance but require minimal effort to fix, while others may be more complex and require a significant investment of time and resources. By grouping findings based on their potential impact and the effort required to resolve them, auditors can prioritize their recommendations in a way that is both practical and effective.
Splitt also stressed the importance of considering the site's goals and constraints when contextualizing findings. For example, a small business with limited technical resources may not have the capacity to implement large-scale performance optimizations, while a large enterprise may have the resources to address more complex issues. This highlights the need for audits to be tailored to the specific needs of the site and its stakeholders.
Actionable Recommendations
The final phase of Splitt's methodology is to provide actionable recommendations based on the findings. He emphasized that audit reports should not simply list issues but should also offer clear, practical solutions that are tailored to the site's specific needs. This includes identifying low-effort, high-impact opportunities that can be implemented quickly, as well as more complex improvements that may require a longer-term strategy.
Splitt also highlighted the importance of communication in this phase. He argued that audit reports should be presented in a way that is easy to understand and that clearly explains why each recommendation matters. This includes providing metrics and setting realistic expectations for the impact of each proposed change.
In addition, Splitt encouraged auditors to engage with stakeholders and to provide recommendations that are not only technically sound but also aligned with the site's business goals. This approach ensures that technical SEO recommendations are not only effective but also sustainable over time.
A Comparative Overview of Audit Methodologies
| Audit Approach | Description | Pros | Cons |
|---|---|---|---|
| Generic Checklist | A list of common technical SEO issues with no site-specific context. | Easy to use for basic audits. | Fails to account for unique website challenges. |
| Tool-Driven Audit | Relies on automated tools to identify issues. | Fast and efficient. | May miss nuanced issues. |
| Context-Aware Audit | Focuses on site-specific context and actionable recommendations. | Tailored to the site's needs. | Requires more expertise and time. |
| Score-Based Audit | Uses automated scores to evaluate site performance. | Provides a quick overview. | Can be misleading without proper context. |
This table provides a clear comparison of different audit methodologies, highlighting the strengths and limitations of each approach. Splitt's preference for a context-aware audit aligns with the belief that technical SEO should be a strategic and personalized process rather than a one-size-fits-all solution.
JavaScript Performance Optimization
JavaScript performance optimization is a critical aspect of technical SEO, and Martin Splitt has been a key voice in this area. In his 2025 Tech SEO Summit talk titled JavaScript Performance Optimization Primer, Splitt provided an in-depth look at how JavaScript impacts website performance and how developers can optimize their code to improve both user experience and search visibility.
One of the key points Splitt emphasized was the importance of using performance tools to identify and resolve JavaScript-related issues. He demonstrated how tools like the Performance tab in Chrome DevTools can be used to analyze JavaScript execution, rendering performance, and GPU usage. Splitt also highlighted the role of JavaScript in page load times and how inefficient code can lead to delays in rendering and indexing.
Splitt also discussed the impact of JavaScript on search engine crawlers. He explained that while search engines have become increasingly capable of rendering JavaScript-heavy websites, they still face challenges when it comes to indexing dynamic content. To address this, Splitt recommended using server-side rendering (SSR) or pre-rendering techniques to ensure that search engines can access and index the content effectively.
Another key insight from Splitt's talk was the importance of minimizing JavaScript dependencies and optimizing code for performance. He pointed out that large JavaScript bundles can significantly slow down page load times and affect user experience. Splitt encouraged developers to use tools like Webpack or Vite to optimize their JavaScript code and reduce the size of their bundles.
Splitt also emphasized the role of CSS in JavaScript performance. He explained that while CSS is not directly related to JavaScript execution, it plays a critical role in rendering performance. He demonstrated how even small changes in CSS can have a significant impact on page load times and rendering speed. This highlights the need for a holistic approach to performance optimization that considers all aspects of a website's codebase.
The Role of Tools in Technical SEO
Martin Splitt has consistently emphasized the importance of using diagnostic tools in technical SEO audits, but he also cautions against relying solely on automated tools and arbitrary scores. In a recent Google Search Central Lightning Talk, Splitt outlined a framework for using tools effectively while ensuring that the audit process remains context-aware and actionable.
One of the key tools Splitt mentioned is Google Search Console, which provides valuable insights into a website's technical performance, including crawl errors, indexing issues, and performance metrics. He explained that while Search Console is an essential tool for identifying potential issues, it should not be used in isolation. Instead, it should be combined with other tools like Chrome DevTools and site crawlers to get a more comprehensive view of a website's technical health.
Splitt also highlighted the importance of using performance tools like the Performance tab in Chrome DevTools to analyze JavaScript execution, rendering performance, and GPU usage. He demonstrated how these tools can be used to identify performance bottlenecks and optimize code for better user experience and search visibility.
Another key tool Splitt discussed is the Lighthouse tool, which provides a detailed report on a website's performance, accessibility, and SEO. He explained that while Lighthouse is a useful tool for identifying potential issues, it should not be used as the sole basis for an audit. Instead, he encouraged users to interpret Lighthouse reports in the context of the site's specific needs and constraints.
Splitt also addressed the limitations of automated SEO scores and the risks of relying on them for decision-making. He pointed out that while scores can provide a quick overview of a site's technical health, they often fail to account for the nuances of each website. He argued that a more effective approach is to use a combination of tools and manual analysis to identify and prioritize issues based on their relevance and impact.
Key Terminology in Technical SEO
To better understand the work of Martin Splitt and his contributions to technical SEO, it is helpful to define some key terms and concepts that are central to the field.
| Term | Definition | Relevance to Splitt's Work |
|---|---|---|
| Technical SEO | The practice of optimizing a website to improve its visibility in search engine results pages (SERPs). This includes optimizing website architecture, performance, and technical elements like HTML, JavaScript, and server configuration. | Splitt is a leading expert in technical SEO, particularly in the areas of JavaScript optimization and rendering. |
| JavaScript Optimization | The process of improving the performance of JavaScript code to enhance page load times and user experience. This includes minimizing code size, reducing execution time, and optimizing rendering. | Splitt has given talks and written extensively on JavaScript performance optimization and its impact on SEO. |
| Crawling and Indexing | The process by which search engines discover and analyze web pages to include them in their index. Crawling involves scanning web pages for content and links, while indexing involves storing and organizing the content for retrieval. | Splitt's work focuses on how search engines crawl and index websites, particularly those built with JavaScript. |
| Site Audit | A comprehensive analysis of a website's technical health, including issues like broken links, page speed, and rendering problems. | Splitt has outlined a methodology for conducting site audits that emphasizes context and actionable recommendations. |
| Server-Side Rendering (SSR) | A technique in which web content is generated on the server before being sent to the client's browser. This can improve page load times and ensure that dynamic content is accessible to search engine crawlers. | Splitt has recommended SSR as a way to ensure that JavaScript-heavy websites are indexed effectively. |
| Performance Tools | Tools like Google Search Console, Chrome DevTools, and Lighthouse that help developers and SEOs analyze and optimize website performance. | Splitt has demonstrated how these tools can be used to identify and resolve technical issues. |
This table provides a clear overview of key terminology in technical SEO, highlighting their relevance to Martin Splitt's work and methodology.
Frequently Asked Questions About Technical SEO and Martin Splitt
1. Why is Martin Splitt considered an expert in technical SEO?
Martin Splitt is considered an expert in technical SEO because of his extensive experience at Google, where he works in the Search Relations team. He has over 17 years of experience in the tech industry, including co-founding a tech company before joining Google. Splitt's work focuses on the intersection of web development and SEO, particularly in the areas of JavaScript, rendering, and indexing. His ability to simplify complex technical concepts and provide actionable guidance has made him a trusted voice in the SEO community.
2. What is the role of JavaScript in technical SEO?
JavaScript plays a significant role in technical SEO, particularly in the context of modern websites that rely on dynamic content and client-side rendering. Search engines have become increasingly capable of rendering JavaScript-heavy websites, but they still face challenges in indexing dynamic content. This means that websites that rely heavily on JavaScript may need to use techniques like server-side rendering (SSR) or pre-rendering to ensure that their content is accessible to search engines.
3. How do I conduct a technical SEO audit?
A technical SEO audit involves analyzing a website's technical health to identify and resolve issues that may affect its visibility in search engine results. The process typically includes using diagnostic tools like Google Search Console and Chrome DevTools to detect issues like broken links, page speed problems, and rendering issues. It is important to prioritize issues based on their potential impact and the effort required to resolve them. Martin Splitt has outlined a methodology for conducting technical SEO audits that emphasizes context and actionable recommendations.
4. What are some common technical SEO issues?
Some common technical SEO issues include:
- Broken links: Links that lead to non-existent pages.
- Slow page speed: Pages that take too long to load.
- Rendering issues: Problems with how pages are rendered by search engines.
- Missing meta tags: Missing or incomplete meta tags like title tags and meta descriptions.
- Crawl errors: Issues that prevent search engines from crawling the site effectively.
Martin Splitt has emphasized the importance of using a combination of tools and manual analysis to identify and resolve these issues in the context of the site's specific needs.
5. What is the best way to optimize JavaScript for SEO?
The best way to optimize JavaScript for SEO is to ensure that dynamic content is accessible to search engine crawlers. This can be achieved through techniques like server-side rendering (SSR) or pre-rendering, which allow search engines to index the content effectively. It is also important to minimize JavaScript dependencies and optimize code for performance. Tools like Webpack or Vite can be used to optimize JavaScript code and reduce the size of JavaScript bundles.
Final Thoughts
Martin Splitt's contributions to technical SEO have had a profound impact on the way developers and SEO professionals approach website optimization. His emphasis on context-aware audits, JavaScript performance optimization, and the importance of communication and prioritization has helped shape a more nuanced and effective approach to technical SEO. Splitt's work challenges the reliance on automated tools and arbitrary scores, encouraging a more strategic and personalized approach to website optimization.
As the web continues to evolve, the need for technical SEO expertise will only grow. Splitt's approach highlights the importance of understanding the unique challenges and opportunities of each website, rather than relying on generic checklists and recommendations. By focusing on actionable insights and meaningful recommendations, Splitt has provided a framework that is both practical and effective for website owners and developers.
Ultimately, Splitt's work underscores the importance of a holistic approach to technical SEO—one that considers not only the technical aspects of a website but also its business goals and user experience. This approach ensures that technical SEO is not just a means to improve search visibility but also a way to enhance the overall performance and accessibility of a website.