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11 Google Sheets formulation SEOs ought to know


Typically the perfect search engine marketing instruments are free.

Look no additional than Google Sheets.

Whereas it’s not nice at plotting rating information (inverting the y-axis is all the time ugly), there are quite a few methods to make use of Google Sheets for search engine marketing.

Listed here are 11 of the formulation and suggestions I discover myself utilizing for search engine marketing on an virtually each day foundation – for key phrase administration, internationalization, content material/URL administration and dashboards.


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Google Sheets formulation for key phrase administration 

  • V LOOKUP
  • CONCATENATE
  • FLATTEN
  • LOWER

=VLOOKUP(textual content,[range to search],[column number to return],[true/false]) 

V LOOKUP (documentation)

VLOOKUP, which stands for “vertical lookup”, is arguably one of many very first Google Sheet formulation for search engine marketing anybody learns when stepping into the sport.

VLOOKUP lets you basically mix two information units on frequent values, an virtually lowbrow JOIN in SQL if you’ll.

I usually use this components to counterpoint details about key phrase units by including search quantity, PPC information or including downstream metrics like signups. 

The tip directive true/false specifies how actual you need the match to be, TRUE means not a precise match, and FALSE means actual matches solely.

Tip: LOCK the vary you’re looking out towards utilizing $ ($E$3:$E$5 within the under instance) so you may drag and carry the identical components throughout many rows.

=CONCATENATE(A1,A2,A3) 

CONCATENATE (documentation)

  • =CONCATENATE(A1,A2,A3) you may have the choice to concatenate columns
  • =CONCATENATE(A1,” I’m further textual content”) or literal phrases and characters

Concatenate is without doubt one of the mostly used Google Sheet formulation in search engine marketing, and for good motive.

It might probably serve quite a lot of use circumstances, together with creating key phrase lists (concatenating two+ variables collectively), creating URL strings, and even bulk templatizing metadata.

Because the title suggests, you need to use it to easily string any quantity of values collectively.

Simply keep in mind: in case you want an area between key phrases, a literal area “ “ have to be added.

=FLATTEN(range1, [range2, …]) 

FLATTEN (documentation)

  • =FLATTEN(A:D) would compress all ranges in A – D in to at least one column

There’s a motive FLATTEN is coming after concatenate. After you’ve concatenated a number of 1000’s of key phrases and a few hundred {dollars} away, you usually must add the key phrases into your rank monitoring instrument’s UI or through a CSV bulk add.

It may be tedious when you may have a 20×20 block of key phrases to get them right into a single column so you may add all of your key phrases in a single go.

With FLATTEN, you basically choose the vary of information you need and the output is all your key phrases in a single column to make copy-pasting a dream!

=LOWER(textual content) 

LOWER (documentation)

This one’s fairly easy – however it may be useful to LOWERcase all of the of the key phrases you’re managing (particularly in case you use a service supplier that fees for issues like duplicates) or in case you’re in a case-sensitive surroundings like SQL.

LOWER is admittedly one of many easiest Google Sheets formulation for search engine marketing.

The other (UPPER) additionally works, do you have to really feel like auto-capping every part. 

=COUNTIF(vary,”[text or function]”) 

COUNTIF (documentation)

COUNTIF enables you to depend, with accuracy, any literal textual content you wish to match and even some numerical values that meet conditional guidelines.

It’s notably helpful when grouping collectively pages, managing an upcoming content material calendar or sorting key phrases on frequent dimensions just like the web page kind or product they help.

It can be used with situations to match values, comparable to ones which have CPCs > $10.00 or which have a search quantity > 100 searches a month. 

=SUMIF([range to search],”[condition to match]”,[range to return]) 

SUMIF (documentation)

SUMIF is much like COUNTIF, however is useful in case you’re making an attempt so as to add up an extra metric related to the group of curiosity, like summing up complete key phrase quantity alternatives by themes or search quantity by web page kind. 

Google Sheets formulation for internationalization

=GOOGLETRANSLATE(textual content, [“source_language” or “auto”, “target_language”])

GOOGLE TRANSLATE (documentation)

  • source_language = two-letter language code of the supply language (or “auto” for Google to guess)
  • target_language = two-letter* language code in your goal language, like ES for Spanish

Ahh, one among my favourite and most beloved Google Sheets hacks.

Fairly than travel to the Google Translate UI and danger carpal tunnel, you may bulk translate lists of key phrases in seconds into one, and even a number of languages.

You even have the choice to auto-select the origin language by altering source_language to “auto” to let G sheets select for you (which often works, often).

Google doesn’t help translating into all “flavors” of languages (e.g., Canadian French), however helps languages like pt-pt and pt-br, in addition to Chinese language languages like zh-tw and zh-cn.

Google Sheets formulation for content material/URL administration

=SPLIT(textual content,[delimiter wrapped in “”])

SPLIT  (documentation)

Many occasions if you’re doing an evaluation you may be working with information that’s not within the required format you want.

There may be extraneous data that’s separated (delimited) by issues like commas (addresses), telephone numbers (parenthesis and hyphens) and extra.

Whereas there’s a “break up textual content to columns perform” within the toolbar beneath “Knowledge”, you may as well break up textual content that’s delimited by a particular character, phrase and even areas to particular person columns with the SPLIT command instantly within the sheet so you may rapidly trim and tidy your key phrase record.

=LEN(textual content) 

LEN  (documentation)

LEN is a straightforward Google Sheets components for search engine marketing you need to use to easily depend the characters in a line or string.

It may be most useful when guiding folks (each SEOs and non-SEOs) who’re writing their very own metadata, to remain inside a “protected” sufficient character depend so that it’s going to hopefully not get truncated merely resulting from size.

=REGEXREPLACE(textual content, “regular_expression”, “substitute”)

REGEXREPLACE  (documentation)

Regexes are a strong information mining instrument when engaged on massive web sites.

When you’ve by no means even heard of regexes, you’ve in all probability not but been challenged with an enterprise-level website.

I discover myself utilizing REGEXREPLACE most frequently once I’m cleansing up or trimming URLs in a sheet, the place it may be useful once I solely want a path title minus area or to handle redirects.

Google Sheets components for dashboards

=SPARKLINE(B3:G3)

SPARKLINE  (documentation)

  • =SPARKLINE(B3:G3,{“charttype”,”line”; “shade”,”indigo”; “linewidth”,2}) this model of sparkline is in indigo, with a barely heavier weight

Whereas BI instruments like Tableau and Looker supply further customizations, Google Sheets could be a low cost option to construct easy dashboards.

The command SPARKLINE is able to leveraging information to create easy visualizations in a Google Sheet.

quantity of search engine marketing and internet information appears nice on a time collection, and Google Sheets could make it simple.

That is most useful when you may have information that’s being actively up to date inside Google Sheets and must skim 10+ tendencies rapidly in a single sheet.

A well-liked use case is to watch tendencies like development in a number of nations, campaigns or city-level foundation. 

=SPARKLINE(B3:G3,{“charttype”,”line”; “shade”,”[color you want]”; “linewidth”,2})

Time collection/line charts

Time collection might be essentially the most useful for visualizing modifications to site visitors patterns over time and is appropriate for monitoring most site visitors tendencies and north star objectives.

You may as well take away the “line width” command, weight and even shade for a fast and simple graph, however I discover for time collection I all the time want the road to be somewhat bolder and the contrasting shade helps draw consideration to the graph.

Column charts and bar charts
Sparkline even helps column and bar charts! Simply change the chart kind to column (proven under) or bar.

In additional superior use circumstances, a lot of the formulation above could be manipulated to have enhanced outputs, like automated conditional formatting or enjoyable Unicode emoticon responses as a substitute of nulls.

Irrespective of how superior you make them, utilizing these formulation inside Google Sheets is a superb and low cost option to do fundamental search engine marketing tidying work and key phrase analysis.


Opinions expressed on this article are these of the visitor creator and never essentially Search Engine Land. Employees authors are listed right here.


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About The Writer

Jackie Chu is at the moment the search engine marketing Intelligence Lead at Uber Applied sciences in San Francisco. She has deep expertise in B2B, B2C and on-line publishing, and has led search engine marketing and ASO efforts each in-house and as a marketing consultant for corporations like Sq., Dropbox and Yahoo. Along with doing search engine marketing, she loves losing cash at Barry’s Bootcamp, consuming glowing wine and hanging out together with her mini Goldendoodle, Bailey.

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