Excel is a powerful tool for SEO professionals to organize keywords, track rankings, and analyze large sets of site data. With custom formulas and pivot tables, it helps uncover insights that drive smarter optimization decisions.

Search Engine Land contributor Veruska Anconitano has published an article featuring 10 formulas to using Excel for SEO.

She says, “Better data means better content marketing, more effective keyword research, and smarter digital marketing.

Think of your SEO stack like a meal you’re preparing:

  • Dashboards are the plating: they’re polished and visually appealing, but only show the final presentation, not the process or complexity of the recipe or the overall effort that went into creating the meal.
  • Crawlers and tools are your raw ingredients: essential, but unrefined and often inconsistent. They need cleaning, chopping, and combining before they’re useful.
  • Excel is the prep station, the knife, and the recipe: it’s where real SEO work happens. You manipulate, transform, and synthesize raw inputs into something actionable, strategic, and ready to serve up in your SEO reports.”

Excel for SEO: 10 formulas to work smarter

Search Engine Land

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