Tag Archives: SEO

Using Google Spreadsheets for SEO

I’m a big fan of spreadsheets… mainly Excel which is great for all sorts of SEO activities like monthly reporting, goal setting, keyword research and ontology, and on and on. I’m also a big fan of Excel’s slower, clunky competitor: Google Spreadsheets (GS). Fortunately what GS lacks in the speed department are made up for in the collaboration and live web data departments.  At times GS is slow, loading-forever-copy-and-paste-finicky, but there are some really useful upsides to this tool as well.  Being able to collaborate on docs in real time is pretty awesome.  Another great feature is live the ability to pull in webdata. GS allows for importing of RSS feeds and almost any content via the Import XML function which allows for importing web content via Xpath.

Here are some great Google Docs for SEO found from around the web and listed below. Simply click on FILE>MAKE A COPY to test any of these.

1)  Content Idea Generator

Need help brainstorming? With this document you can see what is popular and being talked about right now across several different types of sites. This can lead to ideas and inspiration of what Ito write about.

2)  Lost Link alerts through Google Docs

From Majestic SEO: “The tool grabs the list of the backlinks you have lost during the previous month. Then it filters the list to harvest the domain names where your links have been deleted.” – See more

3)  SEER Interactive SEO Toolbox

From Chris Le. Chris’s spreadsheet/ tool is great because it allows you to aggregate data from SEOmoz, Google Analytics, Twitter, and more into one Google Spreadsheet

4)  Check On-Page Ranking Factors

From Tedd Nemet:
“Our on-page checking spreadsheet uses the importXML() function in Google Spreadsheets. This very useful function takes two arguments, a URL to a document to be parsed and an Xpath query that tells it which information to import into the spreadsheet.” Learn more here


Hopefully some of these gogole docs will inspire your own, custom SEO creations. There is also a very informative post at distilled.net that teaches how to use Xpath to import live content into your GS. Do you have a cool GS for SEO? Tell us about it in the comments below!

Key Performance Indicators, Goals & Actionable Next Steps

arrowsAt InMarketSuccess we specialize in analyzing the data that really matters to your business. To help evaluate success we define KPIs (Key Performance Indicators). Since each business has their own objectives or goals KPIs are often unique. The broad spectrum of data we can get from Google Analytics has it’s purpose but to really leave with an actionable next step unique KPIs are a MUST for every business.

It”s important to define specific KPIs for your own business. Looking at a website and deciding how to help increase orders, or improve conversion rates can be an overwhelming task. We have a more outlined approach starting with a KPI.

To keep it broad lets look at Conversion Rate as a KPI.  We often get asked: “What is an average conversion rate?”… there isn’t a great answer because it can vary so much from business to business and product to product. The better question is what is MY average conversion rate for the last month, last quarter, last year and what is it now. Compare Apples to Apples with the goal of improving your conversion rate over time. An even better question is “what am I doing to affect my conversion rate?”

When we talk about conversion rate it doesn’t need to apply only to an E-Commerce site. Most analytics programs can track form submissions, request for more info, webinar signup, banner clicks etc. So the objective here is to understand what level conversions rates are at and how they can be improved. We have a KPI or goal then we can create smaller objectives to help reach that goal. So here is how we’d outline it at InMarketSuccess–>

  • KPI: Conversion Rate (Look at last 12 months, monitor monthly)
    • Smaller Objectives to Affect the KPI:
        Setup a goal in the checkout process to identify where users drop off

      • A/B Test the product page
      • Offer different payment options
      • Test Sales Copy
      • Segment traffic in analytics to identify conversion potential for segments of customers (organic, paid, social mobile, new, returning etc)
      • Segment keywords by conversion potential

These are some general ideas. It is a basic concept but very helpful to get the most out of your analytics. The approach above could apply to any KPI for any business. Start with a KPI, measure it and then define smaller steps to help affect that KPI. This is our approach at InMarketSuccess to help us define actionable next steps.