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7 Essential Tips & Tricks You Might Not Know

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7 wichtige Tipps und Tricks, die Sie vielleicht noch nicht kennen

It may not look like one of the fancy, paid SEO tools you’re used to logging into, but Excel remains one of the most versatile and powerful tools in an SEO professional’s toolbox.

You can use Excel to track and analyze key metrics such as rankings, website traffic, and backlinks.

Use it to create and update meta tags, track and analyze competitors’ SEO strategies and performance, build automated reports, and take care of many of the data tasks you’ll encounter every day.

Combine your Excel knowledge with Python, Tableau, R, and other tools, and there is nothing you can’t do.

If you’ve never worked with data before, you’ll find Excel has a bit of a learning curve, but you can use it right from the start. And it’s flexible enough to scale and grow as your site grows.

Why Excel For SEO Tasks?

While many paid tools can help you do the same tasks, Excel is a fantastic option to enhance, combine, or replace those tools.

  • It’s affordable and comes with a range of tools you already use.
  • There are a ton of resources and courses to help you learn.
  • Easily handles large amounts of data.
  • Sorting and de-duplicating – a feature often missing when you need it.
  • Create and manage databases with simple formulas.
  • Data ports easily to other tools and is available for other tasks.
  • Pivot tables and smart charts.

1. Combine Multiple Data Sources

You will often find yourself having to merge data from multiple sources.

This is intuitive and quick in Tableau, Python, or R, but you can do the same in Excel using Power Query.

There are a few steps to this process, but it’s not as complicated as you might think – even if you are new to working with data or Excel.

Power Query has automated and simplified tasks that required a lot of time and skill.

And it is probably THE best Excel feature for business and SEO professionals.

Seem a bit daunting? Don’t worry. There are several courses and tutorials on YouTube to get you started.

What It’s Good For:

  • Building reports.
  • Analytics and sales data.
  • Combining data sources to identify opportunities and gain insights.

2. Data Cleaning

Much of your time is lost simply preparing data for analysis. It doesn’t have to be that way.

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Large lists are often larger than they need to be. Finding and manually removing all the duplicates, however, can be a serious pain.

Excel can do this instantly for you. Simply go to the “Data” tab and click “Remove Duplicates.”

Screenshot from Excel, January 2023.

Unwanted spaces and blank lines tend to cause havoc with many tasks, formulas, and statistics.

Excel will remove them for you simply by going to Edit > Find > Go To. Select “Special,” “Blanks,” and tell Excel how it should handle them.

“Convert text to columns” can be a lifesaver, especially if you’ve received data where the addresses or names are all in the same cell or you need to extract domains from email addresses.

Go to Data > Text to Columns. Then, indicate what to use for Delimiters (comma or space) and preview the results. When you’re ready, click “Next,” choose a destination, and click “Finish.”

When To Use It:

  • Data analysis.
  • Data processing.
  • Processing and cleaning lead databases.
  • Working with any data.

 3. Power Excel With Add-On Tools

Some of the more complex tasks, such as crawling, require a bit of coding knowledge.

If you don’t have that in your skillset, however, there are tools you can download, integrate with other tools, and add on.

Power Excel mit Add-on-ToolsScreenshot from SEOTools, January 2023.

SEOTools offers off and on-page SEO tools, integrations, connectors, spiders, and several other tools that make it easy to customize your Excel and create custom projects.

SEOGadget brings the power of Moz, Grepwords, and Majestic to Excel.

Analysis ToolPak is for serious data analysis. This add-on improves and automates in-depth statistics, perfect for forecasting, trending, regression analysis, and more complex data analysis tasks you might otherwise perform in R or Python.

When To Use It:

  • Reporting.
  • Regular data analysis.
  • Presentations.
  • Integrating and coordinating with other teams.

4. Infographics And Charts

Data is useless if you can’t understand it.

In fact, data visualization and storytelling are likely some of the most important skills you can have. This is where tools like Power Query and PivotTables come in.

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Built right into Excel, pivot tables are the other valuable tools you have for this purpose.

However, instead of just creating a straight pivot table and a related chart, save yourself some steps by creating a master “template” first that you can then replicate as needed and adjust to suit your needs.

Excel-Pivot-Tabellen für die BerichterstellungScreenshot from Excel, January 2023.

In many instances, however, you will need to work with dates or segments of the data. For that, you’ll want to enter splicers and timelines.

  • To splice data into segments: Select the pivot table and go to PivotTable Tools > Analyze > Filter > Insert Slicer. Then, simply input how you would like to segment the content (e.g., by product or topic).
  • To utilize timelines: Click the pivot table’s tools option, go to Analyze > Filter > Insert Timeline. Once there, you can choose what you’d like to use, style it, add captions, and more.

If you’ve never used Excel’s PivotTables before, a short tutorial will have you on your way to analyzing data in no time.

Still want a little more? Make your reports, social media, and updates even better by upping your data visualization game with add-ons like People Graph.

When To Use It:

  • Reporting.
  • Daily updates.
  • Surface data analysis.
  • Team collaboration and integration.

5. Automate Common Tasks With Macros

SEO, particularly agency SEO, is full of repetitive tasks like weekly reporting that consume much of your time. Excel’s macros are the answer. And they’re really easy to use.

Under the “View” tab, click “Macros” and “Record Macro.”

Automatisieren Sie häufige Aufgaben mit MakrosScreenshot from Excel, January 2023.

Fill out the details.

The macro is now recording. So, simply walk through the steps that you’d like to automate. And when you’re done, go back to the ribbon and stop the recording.

When you’re ready to run the automation, go to the macro button in the ribbon, click “View Macros,” and select the desired macro from the list.

If you have some macros that you use more often than others, you can add them to the Quick Access Toolbar.

When To Use It:

  • Sorting.
  • Calculations.
  • Reformatting data.
  • Setting up new site documents or new pages for reports.
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6. Easily Import Feeds And Data Into Excel

If you use Google Alerts or veröffentlichen frequently, automatically importing feeds into Excel can be a huge time saver.

To start, simply grab the RSS feed address. (Or, create an alert for Google Alerts and have them delivered as an RSS feed.)

Importieren von RSS-Feeds in Google Sheets für ExcelScreenshot from Google Sheets, January 2023.

Then, go to Google Sheets and use the IMPORTFEED function to bring the updates straight into a spreadsheet.

Alternatively, you can add the information to separate columns.

Importieren von RSS-Feeds in Excel über Google SheetsScreenshot from Google Sheets, January 2023.

From here, you can regularly download and import the data into Excel, combine it with other related data, or integrate it into your custom dashboards.

If you need something a little more automatic, use Google Apps Script or one of the add-ons available to automate the process.

Want a little more data behind your reports? You can scrape and import Google Search Results into Excel, too.

7. Backlink Analysis

To analyze backlinks with Excel, collect backlink data with tools such as Ahrefs, Majestic, or Google Search Console.

Then, import it into Excel and use it to analyze your backlinks in a number of ways:

  • Who links to you: Use Excel’s sorting and filtering tools to filter the data and use the IF function: IF(logic, true_value,[false_value]) to sort and identify domains linking to you.
  • What do people link to: Sort and filter to see the anchor text used most often for your backlinks (using frequency/count).
  • When did people link to you: Organize the data by date to see how old your links are and when most of your backlinks were acquired.

Find trends or patterns in your backlink profiles with pivot tables, groups, charts, and graphs by combining your backlink and sales or conversion data.

Highlight specific data based on certain conditions with conditional formatting. This makes it easy to spot backlinks from high-authority websites or backlinks with specific anchor text.

Zusammenfassung

Many people overlook Excel either because they think it’s too basic to be of much use. Or it looks too intimidating or daunting to learn.

But those of us who use it understand just how powerful it can be and the unlimited possibilities it provides.

Hopefully, these tips will help you craft better strategies, find new opportunities, and tell your story with better reports and dashboards.


Beitragsbild: Paulo Bobita/Search Engine Journal



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SEO

Google Enhances Bard’s Reasoning Skills

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Google Enhances Bard's Reasoning Skills

Google’s language model, Bard, is receiving a significant update today that aims to improve its logic and reasoning capabilities.

Jack Krawczyk, the Product Lead for Bard, and Amarnag Subramanya, the Vice President of Engineering for Bard, announced in a blog post.

A Leap Forward In Reasoning & Math

These updates aim to improve Bard’s ability to tackle mathematical tasks, answer coding questions, and handle string manipulation prompts.

To achieve this, the developers incorporate “implicit code execution.” This new method allows Bard to detect computational prompts and run code in the background, enabling it to respond more accurately to complex tasks.

“As a result, it can respond more accurately to mathematical tasks, coding questions and string manipulation prompts,” the Google team shared in the announcement.

System 1 and System 2 Thinking: A Blend of Intuition and Logic

The approach used in the update takes inspiration from the well-studied dichotomy in human intelligence, as covered in Daniel Kahneman’s book, “Thinking, Fast and Slow.”

The concept of “System 1” and “System 2” thinking is central to Bard’s improved capabilities.

System 1 is fast, intuitive, and effortless, akin to a jazz musician improvising on the spot.

System 2, however, is slow, deliberate, and effortful, comparable to carrying out long division or learning to play an instrument.

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Large Language Models (LLMs), such as Bard, have typically operated under System 1, generating text quickly but without deep thought.

Traditional computation aligns more with System 2, being formulaic and inflexible yet capable of producing impressive results when correctly executed.

“LLMs can be thought of as operating purely under System 1 — producing text quickly but without deep thought,” according to the blog post. However, “with this latest update, we’ve combined the capabilities of both LLMs (System 1) and traditional code (System 2) to help improve accuracy in Bard’s responses.”

A Step Closer To Improved AI Capabilities

The new updates represent a significant step forward in the AI language model field, enhancing Bard’s capabilities to provide more accurate responses.

However, the team acknowledges that there’s still room for improvement:

“Even with these improvements, Bard won’t always get it right… this improved ability to respond with structured, logic-driven capabilities is an important step toward making Bard even more helpful.”

While the improvements are noteworthy, they present potential limitations and challenges.

It’s plausible that Bard may not always generate the correct code or include the executed code in its response.

There could also be scenarios where Bard might not generate code at all. Further, the effectiveness of the “implicit code execution” could depend on the complexity of the task.

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In Summe

As Bard integrates more advanced reasoning capabilities, users can look forward to more accurate, helpful, and intuitive AI assistance.

However, all AI technology has limitations and drawbacks.

As with any tool, consider approaching it with a balanced perspective, understanding the capabilities and challenges.


Featured Image: Amir Sajjad/Shutterstock



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Microsoft Advertising Boosts Analytics & Global Reach In June Update

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Microsoft Advertising Boosts Analytics & Global Reach In June Update

Microsoft Advertising details several important updates and expansions in its June product roundup.

The new tools and features aim to enhance website performance analytics, improve cross-device conversion tracking, expand into new global markets, and integrate more seamlessly with other platforms.

Introducing Universal Event Tracking Insights

This month’s standout news is the introduction of Universal Event Tracking (UET) insights, a feature that gives advertisers a deeper understanding of their website’s performance.

The new feature requires no additional coding and will enhance the capabilities of existing UET tags.

“We’re introducing UET insights, a valuable new feature that we’ll add to your existing UET tags with no additional coding required from you. You’ll get a deeper understanding of your website’s performance and also enable Microsoft Advertising to optimize your ad performance more effectively via improved targeting, fraud detection, and reduced conversion loss.”

The new insights tool will roll out automatically starting July 3.

Cross-Device Conversion Attribution Update

Microsoft Advertising is introducing a cross-device attribution model later this month.

This update will enable advertisers to track and connect customers’ conversion journeys across multiple devices and sessions.

Microsoft explains the new feature in a blog article: “For example, if a user clicks on an ad using their laptop but converts on their phone, we’ll now credit that conversion to the initial ad click on the laptop.”

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While the update doesn’t introduce new features or settings, advertisers may notice a slight increase in the number of conversions due to improved accuracy.

Expanding to New Markets

In line with its expansion push throughout 2022, Microsoft Advertising announces it’s expanding its advertising reach to 23 new markets.

The new additions include diverse locations ranging from Antigua and Barbuda to Wallis and Futuna.

This expansion allows advertisers to reach their audiences in more parts of the world.

Seamless Integration With Pinterest & Dynamic Remarketing

Microsoft Advertising is releasing Pinterest Import in all markets via the Microsoft Audience Network (MSAN), allowing advertisers to import campaigns from Pinterest Ads.

Further, Dynamic remarketing on MSAN for Autos, Events & Travel is now available in the US, Canada, and the UK.

The remarketing tool enables advertisers to use their feeds to create rich ad experiences on the Microsoft Audience Network and match their target audience with items in their feed where they’ve shown interest.

In Summe

Key takeaways from the June product roundup include the automatic rollout of UET Insights starting July 3, introducing a new cross-device attribution model, expanding into 23 new global markets, and enhanced integration with Pinterest via the Microsoft Audience Network.

These developments collectively offer advertisers increased insight into campaign performance, improved accuracy in conversion tracking, and more opportunities to reach audiences worldwide.

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Quelle: Microsoft
Featured Image: PixieMe/Shutterstock



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Die versteckten Schätze von Apple Safari 17: JPEG XL und Schriftgrößenanpassung

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Die versteckten Schätze von Apple Safari 17: JPEG XL und Schriftgrößenanpassung

Apple’s recently announced Safari 17 brings several key updates that promise to enhance user experience and web page loading times.

Unveiled at the annual Worldwide Developers Conference (WWDC23), two new features of Safari 17 worth paying attention to are JPEG XL support and expanded capabilities of font-size-adjust.

As Safari continues to evolve, these updates highlight the ever-changing landscape of web development and the importance of adaptability.

JPEG XL: A Game Changer For Page Speed Optimization

One of the most noteworthy features of Safari 17 is its support for JPEG XL, a new image format that balances image quality and file size.

JPEG XL allows for the recompression of existing JPEG files without any data loss while significantly reducing their size—by up to 60%.

Page loading speed is a crucial factor that search engines consider when ranking websites. With JPEG XL, publishers can drastically reduce the file size of images on their sites, potentially leading to faster page loads.

Additionally, the support for progressive loading in JPEG XL means users can start viewing images before the entire file is downloaded, improving the user experience on slower connections.

This benefits websites targeting regions with slower internet speeds, enhancing user experience and potentially reducing bounce rates.

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Font Size Adjust: Improving User Experience & Consistency

Safari 17 expands the capabilities of font-size-adjust, a CSS property that ensures the visual size of different fonts remains consistent across all possible combinations of fallback fonts.

By allowing developers to pull the sizing metric from the main font and apply it to all fonts, the from-font value can help websites maintain a consistent visual aesthetic, which is critical for user experience.

Conversely, the two-value syntax provides more flexibility in adjusting different font metrics, supporting a broader range of languages and design choices.

Websites with consistent and clear text display, irrespective of the font in use, will likely provide a better user experience. A better experience could lead to longer visits and higher engagement.

Reimagining SEO Strategies With Safari 17

Given these developments, SEO professionals may need to adjust their strategies to leverage the capabilities of Safari 17 fully.

This could involve:

  • Image Optimization: With support for JPEG XL, SEO professionals might need to consider reformatting their website images to this new format.
  • Website Design: The expanded capabilities of font-size-adjust could require rethinking design strategies. Consistent font sizes across different languages and devices can improve CLS, one of Google’s core web vitals.
  • Performance Tracking: SEO professionals will need to closely monitor the impact of these changes on website performance metrics once the new version of Safari rolls out.
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In Summe

Apple’s Safari 17 brings new features that provide opportunities to improve several website performance factors crucial for SEO.

Detailed documentation on these Safari 17 updates is available on the official WebKit blog for those interested in delving deeper into these features.


Featured Image: PixieMe/Shutterstock



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