Hello. My name is Shinhee Son and I’ll be presenting on SEOTools for Excel which is an extension packed with powerful features for SEO. There’s so much you can do on this tool to the point where you can pull in useful data from a number of different sources without leaving excel. I won’t be able to go into all the features today and so in the interest of time I decided to focus on its ability to export data using the Google Analytics API into your excel spreadsheets for purposes like reporting, analysis, and so forth.
Before we begin, I’d like to give a little background of myself. I graduated from Emory University in 2010. Landed my first SEO gig for a year at a small agency in St. Paul which is where I was introduced to Google Analytics. Now I work for Rasmussen College as a SEO specialist under Josh Braaten.
The framework I work around is spending less focus/time/resources on capturing data < driving actionunderstanding the causes behind the behavior of your data.Under the notion that you have X amount of hours in a work day with a deadline ahead, it’s an opportunity cost. The more you spend capturing data, the less time you have in affecting change with your analysis.
Ultimately, finding purpose in this information. which is something I continue to work on. Ultimately reach your goal. When I first started at Rasmussen College I was handed ownership of our monthly reports which is sent out to all of marketing and I thought to myself… wow this is a lot of information. I was a little overwhelmed and before I knew it, I was switching back and forth from Google Analytics to Excel. I thought there has to be an easier way to do this. More efficient.
I was hungry for a solution and that’s where automation came knocking. Automation can be your wingman or wingwoman when trying to unlock insight. Which is how I came across SEO Tools created by NielsBosma. SEO Gadget, Distilled, SEOMoz, and other SEO professionals gave high marks. recommended it as a must have tool for all SEOs.
SEO Tools is able to do this by using the Google Analytics API. API stands for application programming interface. Fancy way of saying, it’s a tool that enables you to communicate with an external service and in this case it’s Google analytics. Before you’re able to do that, you will have to invest a lot of time up front in large part because you have to mine for your unique GA IDs for each of the advanced segments which you will see why it takes a good chunk of your time. I believe there’s a way to see the list of IDs in the managementAPI, but I wasn’t able to figure it out. If you have the solution for that, I’d love to find out. Let’s dive in.I won’t go over installing the plug-in or authenticating your analytics log-in credentials since that should be pretty self explanatory. Instructions are also available on his site which I’ll link to on the last slide.
After you’ve successfully installed the plug-in, you should see this added to your ribbon if you have Excel 2007. You can already begin to see here how much you can do using this tool, but again due to time constraints, we’ll only be looking at Analytics.
Discover the unique GA ID for each of your segments you’re interested in. After you click on the analytics icon, you’ll see this menu. Select all the options you’re interested in capturing like I did here, which I am pulling non-paid search traffic for last month. You do have the option of choosing a custom date and many other options. Check the boxes for “exclude header in result” and “Formula”. This will ensure you can drag and drop your formulas, which I’ll be showing you in a few slides without running into formatting issues. Selecting the radio button for formula will instruct SEO Tools to output the formula revealing your unique GA ID for that segment. It will also provide you with the skeleton of the formula you will have to break down later.
The two sections of the formula you’ll need to pay attention to is the date range and the unique ga id. You will need to repeat this task for all your segments in order to retrieve your GA ID’s for all your segments. This will be your biggest time drain of this entire process.
After you’ve pulled all the unique GA ID’s and entered them in a table in addition to creating another a table for the dates you should have something like this in another tab within the same workbook. Now that you have those tables completed, you need to create a formula that Google Analytic’s API can operate like the formula it presented earlier. Also, you want to mirror the order of your segments in the gaid:: table to the table you’ll be exporting the data into. So, after some trial and error, I came up with this nested excel formula. Nested formulas refer to combining the operations of two or more functions in a cell. I used the ampersands (&) to join relevant cells together to append the same format as both the date and gaid.On top of this, I had structured the formulas and the data with dragging/using the fill handle in mind to copy down the formula. The dollar signs are Excel references. I used absolute reference for the dates, which is where the cell remains the same as it is copied and set a mixed reference for unique GA ID’s by only preceding column F with a $, so in the end the column stays the same while the rows change as you copy the formulas down.
Nested formulas refer to combining the operations of two or more functions in a cell. I used the ampersands (&) to join cells together to append the same format as both the date and gaid.Additionally, I had structured the formulas and the data with dragging the fill handle in mind to copy down the formula. In order to do this, excel references are required and will save you an insane amount of time. I used absolute reference for the dates, which is where the cell remains the same as it is copied and set a mixed reference for unique GA ID’s by only preceding column F with a $, so in the end the column stays the same while the rows change as you copy the formulas down.
Make sure you save your formulas. Whether you save it in a text box in your spreadsheet or in a notepad. You gotta save it or else you’ll have to write out the formula again. Also, copy and paste special these values. If not, excel will try to calculate these formulas again and if you have a lot of segments be prepared to wait. This will absolutely kill your swagger.
Once you’ve completed those steps. It’s time to get your groove on.
Here are two quick blog posts examples of how they’ve used SEO tools. Amazing SeoTools for Excel was written by Richard Baxter from SEO Gadget, while the other was written by Distilled.
"Get Sexy with API's" by Shinhee Son on How To Boost Your Productivity with SEOTools
Get Sexy With API’sHow to BOOST your productivity with SEOTools Shinhee Son SEO Specialist Rasmussen College Search Snippets #4 – Sexy Web Analytics for Search
• Graduated from Emory University in Atlanta, GA in 2010• First SEO gig at an agency in St. Paul• SEO Specialist at Rasmussen College
1.Check the boxes of four advanced segments2.Wait for the progress bar3.Memorize the four values of the metric you want4.Alt-tab to spreadsheet and fill in the cells5.Alt-tab 5 x (60/4)GA 75 Steps back to = and uncheck the segments 75 x 3 = 225 Steps
1.Copy + paste the formula into top cell2.Drag the fill handle3.While waiting for processing to finish, work on other tasks Old Process = 225 Steps W/ SEOTools = 9 STEPS