Mastering Excel and Google Sheets: 5 Essential SEO Tips

4 min read

In the era of widely used generative AI tools, spreadsheets remain pivotal in marketing analytics. Microsoft Excel and Google Sheets remain steadfast choices for organizing, refining and scrutinizing data.

Despite the prevalence of various SEO tools exporting data in CSV format, the reliance on traditional spreadsheets endures. While genAI aids in data analysis, the foundational role of a well-structured spreadsheet often initiates the analytical process.


Combining multiple Excel files might seem basic, but it’s a feature many overlook


Imagine this scenario: You’re aiding a health company in keyword research within a highly competitive niche. Initially handed a list of 10 diseases for exploration, each translated in SEO terms to 10 long-tail phrases and their established abbreviations. This yields 40 files due to limitations in exporting broad matches and related phrases in a single file using tools like Semrush.

Traditionally, users resort to opening and manually copying each file—an arduous process that takes up hours and hinders the analysis.


Here’s a time-saving alternative:

  1. Organize all files in a new folder, maintaining separate folders if needed (e.g., one for broad match keywords and another for related ones).
  2. Open a new Excel file and navigate to the Data tab.
  3. Click on the Get Data dropdown and select the From Folder option.
  4. Excel automatically consolidates these files into one, provided they share the same columns.


The beauty lies in Excel’s prompt for encoding types before merging. In five minutes, you’ll have a consolidated file, perhaps boasting 50,000 rows, ready for analysis.


Effortless Excel Tips for Handling Thousands of Words: Spellchecking and Streamlining


Check thousands of words for spelling errors with a click—a method applicable to various languages within large Excel files.

The solution lies in utilizing macros. By enabling macros and incorporating one dedicated to highlighting misspelled words in a distinct color, you swiftly identify errors within your file. Referencing the code below, I’ve successfully rectified over 20,000 words in a 50,000-word list. The process might take some time for larger files, offering a chance for a brief break.

It’s essential to note the code’s limitations. Words like abbreviations or proper nouns (brand names, countries, people) might trigger false highlights if not written in the correct case.

A subsequent step involves double-checking and removing these highlights. An uncomplicated IF formula can assist in this aspect.

Having pared down our 50,000 keywords to around 10,000, further refinements are necessary before diving into a detailed analysis.


Language Detection in Keyword Lists: Enhancing Localization Strategies


Identifying the source language of each keyword in your list is another potential step, mainly if you filter out keywords not belonging to a specific language.

Imagine I’m enhancing a website targeting Bulgaria. Focusing on content ideas in Bulgarian rather than English becomes crucial in this scenario. Despite some Bulgarian users searching in English, prioritizing native language content holds significance.

For this one, you will need Google Sheets and the formula:


This will give you a good start.

However, conducting an additional manual review is prudent as the formula’s results aren’t flawless.

In my Bulgarian case study, several Bulgarian words were incorrectly identified as Ukrainian, Russian, Macedonian, and even Chinese. The accuracy and reliability of results are higher for languages using the Latin alphabet.

Upon integrating this additional layer of data, your analysis phase can commence.


Efficiently Counting Colored Cells Across Multiple Columns Using Macros


Every individual has their preferred methods for working with and analyzing data. I find colors fascinating.

When color formatting is limited to a single column, managing and analyzing data through filtering and sorting is straightforward. However, the challenge arises when dealing with numerous columns, perhaps 30 or 50, and the need arises to count cells with specific colors across all these columns.

For example, we aimed to associate 40 distinct terms with 20 different pages during an internal linking project utilizing Screaming Frog. Post-project completion, my curiosity was piqued—I wanted to quantify my team’s actual implementation of these internal links.

Sifting through 40 columns manually for each color-coded term wasn’t appealing. This was especially true because color coding was our tracking of placed internal links.


Streamlining Formulas in Google Sheets with ArrayFormula


ArrayFormula, despite Google’s less-than-stellar documentation, harbors remarkable potential often overlooked by many users.

This formula empowers you to concurrently write and automatically expand other formulas for specific arrays—an immensely beneficial functionality.

One practical application for this formula revolves around computing the Return on Investment (ROI) for our SEO endeavors. Dealing with invoices in various currencies while our company’s budget remains fixed presents a challenge.

The process entails multiple steps: firstly, converting all invoice amounts into a unified currency using:

=GOOGLEFINANCE(“CURRENCY:<Currency Code 1><Currency Code 2>”)

Subsequently, summing these amounts over a specified period, typically a month, forms the second step. Finally, deriving the ROI based on the value generated through the organic channel completes the formulaic sequence.


Unveiling Essential Spreadsheet Tips for Excel and Google Sheets


Amid the prevalence of generative AI, nurturing your proficiency in spreadsheets remains invaluable.

Mastery of Excel and Google Sheets techniques strengthens crucial analytical abilities, fostering a deeper comprehension of the underlying narrative within data.

Irrespective of your role—be it an SEO dissecting keyword lists, a PPC specialist aligning ad expenditures, or a CMO deciphering campaign metrics—investing time in advancing your spreadsheet expertise proves immensely worthwhile.

Armed with practical strategies, even handling extensive datasets becomes an exercise in transforming complexity into lucid, actionable insights.


If you’re still finding things difficult and confusing, consider exploring our monthly SEO packages, where our experts can lend you a hand.



Shilpi Mathur
[email protected]