I am a huge Portland Trail Blazers fan, and in the early 2000s, my favorite player was Rasheed Wallace. He was a lightning-rod of a player, and fans either loved or hated him. He led the league in technical fouls nearly every year he was a Blazer; mostly because he never thought he committed any sort of foul. Many of those said technicals came when the opposing player missed a free-throw attempt and ‘Sheed’ passionately screamed his mantra: “BALL DON’T LIE.”

‘Sheed’ asserts that a basketball has metaphysical powers that acts as a system of checks and balances for the integrity of the game. While this is debatable (ok, probably not true), there is a parallel to technical SEO: marketers and developers often commit SEO fouls when architecting a site or creating content, but implicitly deny that anything is wrong.
As SEOs, we use all sorts of tools to glean insight into technical issues that may be hurting us: web analytics, crawl diagnostics, and Google and Bing Webmaster tools. All of these tools are useful, but there are undoubtedly holes in the data. There is only one true record of how search engines, such as Googlebot, process your website. These are web server logs.
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Riaan Aggenbag

Owner / Online Marketer / SEO at More Clicks
My passion is guiding companies to online success. My expertise are search engine optimisation, pay per click advertising & social media marketing. How can I help you? Let's talk.