Basic V-Lookup For SEO

As an SEO professional, I work with large amounts of qualitative and quantitative data. Being able to easily sort, analyze, and extract valuable meaning from data is a massive part of being in any digital marketing role. Here are some basic v-lookup formulas and functions you can use in Google Sheets or Excel to help your productivity

Try to Be A Master In The Sheets

No really, it's worth it. Having Google Sheets/Excel skills will always be a plus for you as a professional working in fields involving data. Computer skills are one of the key hard skills modern corporate employers are looking for, and one of the great things about practicing these skills (in particular Google Sheets) is that it is free and the barrier to entry is relatively low.

Sample data sets (here you go) are readily available online and tutorials like this offer ample opportunity to sharpen your skills.

What Is VLOOKUP?

VLOOKUP stands for "Vertical Lookup," and it's one of the most powerful functions you can use in Excel or Google Sheets. It allows you to search for a specific value in one column and return a corresponding value from another column in the same row. This function is particularly useful when working with large datasets where you need to pull specific information quickly.

How to Use VLOOKUP in Google Sheets

Let’s walk through the steps to use VLOOKUP effectively. I’ll keep it simple, so you can start applying this immediately. (follow along in Google sheets)

Step 1: Organize Your Data

Before using VLOOKUP, ensure your data is well-organized. The data you’re looking to pull from should be in a table format, with headers in the first row. The column you’re searching in (often called the "lookup column") should be to the left of the column containing the data you want to retrieve.

Example:

In this example, you might want to find the ranking position for a specific keyword.

Step 2: Write the VLOOKUP Formula

In the cell where you want the result to appear, you’ll write the VLOOKUP formula. The basic structure is:

=VLOOKUP(lookup_value, table_array, col_index_num, [range_lookup])

Here’s what each part means:

• lookup_value: The value you’re searching for. In our example, this could be the keyword "Backlinks."

• table_array: The range of cells that contains the data. In our example, it would be A2:C4.

• col_index_num: The column number in the table array from which to retrieve the data. For Ranking Position, this would be 3, because Ranking Position is in the third column of our table.

• range_lookup: This is optional. If you want an exact match, you would use FALSE. If you’re okay with an approximate match, use TRUE.

  
  

So, if you’re looking for the ranking position for "Backlinks," your formula would be:

=VLOOKUP("Backlinks", A2:C4, 3, FALSE)

Step 3: Press Enter

After typing in the formula, press Enter. The cell should now display the ranking position for "Backlinks," which is 7.

Practical VLOOKUP Applications in SEO

VLOOKUP isn’t just a handy tool for general data management—it’s incredibly useful in SEO. Here are a few more practical applications:

1. Keyword Mapping: When managing large keyword lists for SEO campaigns, you can use VLOOKUP to map keywords to their respective landing pages. This ensures that each keyword directs to the most relevant page, enhancing user experience and boosting conversion rates.
   

   1. Example: If you have a list of keywords in one sheet and corresponding landing pages in another, you can use VLOOKUP to quickly pull the correct landing page URL for each keyword.

      
      

2. Content Optimization: VLOOKUP can help in content audits by matching existing URLs with their corresponding SEO metrics, such as word count, readability scores, or organic traffic. This allows you to quickly identify which pages need optimization.
   

   1. Example: Use VLOOKUP to pull in readability scores for each blog post URL, making it easy to prioritize which content needs revising.

   
   

VLOOKUP Formula Variations

VLOOKUP is versatile, and there are a few variations and tricks that can enhance its functionality:

• Combining with IFERROR: Sometimes, VLOOKUP may return an error if the lookup value isn’t found. By combining VLOOKUP with IFERROR, you can display a custom message instead of an error.

=IFERROR(VLOOKUP("Backlinks", A2:C4, 3, FALSE), "Not Found")

Tips to Remember

• Sort your data: While VLOOKUP works without sorting, having sorted data can help prevent errors, especially when using approximate matches.

  
  

• Use named ranges: Instead of typing out the table array every time, consider naming your range. It makes formulas easier to read and manage.

  
  

• Check for errors: If your VLOOKUP isn’t returning the right value, double-check your formula and ensure the lookup_value exists in the lookup_column.

Conclusion

Learning VLOOKUP can significantly boost your productivity in digital marketing roles. Whether you’re sorting through keyword lists, comparing datasets, or generating reports, these basic v-lookup function applications for SEO can save you time and help you work more efficiently.

So, roll up your sleeves and start practicing. The more you use VLOOKUP, the more intuitive it will become, and soon enough, you’ll be handling data like a pro.