In this episode of SEO Fairy Tales, Martin Splitt interviews Michael King, CEO of iPullRank, a company that helps bigger brands be more successful in Google Search results. King tells a story about how he was in a meeting with a client, a car comparison site, when their C-level executive sponsor for the SEO program mentioned a big spike in 404 errors. King looked at the coverage report in Google Search Console and then used Botify to combine crawl data with log file data to figure out what was going on. They ruled out algorithm updates and rendering issues and found that the issue was caused by a server configuration change. King emphasizes the importance of looking at crawl data and log files to determine the root cause of issues.