SEM & SEO tools

SEM & SEO tools are set aside in !SEMTools so as not to mix them with the more common functions that any Excel user needs. This group contains the functions for search marketing: SEO, PPC and web analytics.

It partly mirrors the structure of the whole add-in, with the Change, Delete and Extract menus. The tools here are constantly being improved, because the needs of PPC and SEO change as the market grows.

Change tools for SEO and PPC

This menu contains the tools to transform keywords and URLs:

• Slug generator (SEO): human-readable URLs from page titles;
• Change keyword match types for Google Ads: broad, phrase or exact match (PPC);
• Lemmatization (SEO, PPC);
• Fix the word order in keywords (SEO, PPC);
• QR code generator;
• Re-encode CSV files.

Delete tools for SEO and PPC

The Delete menu removes:

• stop words from keywords (PPC, SEO);
• UTM tags from URLs (PPC);
• purchase markers at the end of phrases, like “buy” or “price” (PPC, SEO);
• modifiers before stop words, to broaden keyword targeting (PPC);
• repeated words and phrases in the whole column.

Extract tools for SEO and PPC

The extraction tools:

• Parse Title, H1 and Description of pages;
• scrape any data from pages by regular expressions: prices, stock status, contacts, images;
• check server response codes to find 404 pages;
• parse page content with regular expressions;
• find the nearest parents, first parents and nested phrases in a list of keywords;
• extract URLs from hyperlinks;
• open all links from the selected cells in the browser;
• sample data from huge CSV files without loading them into memory.

Search suggestions parsing

This functionality is free: get hundreds of search suggestions (Google, Bing, Amazon, YouTube) right on your spreadsheet by typing a single phrase into a dialog box. And to check search results for a whole list of keywords, search cells in Google right from the context menu.

Semantic analysis of keywords

This group of tools helps with:

• N-gram analysis: the frequency of word sequences;
• keyword clustering, by frequency and by search engine top results;
• search query analysis for Google Ads;
• finding irrelevant words in a list of phrases: my own algorithm, you just input the target product;
• sentiment analysis of text;
• the word combinations generator for building keyword lists.

External API integrations

!SEMTools connects directly to a number of services via API. The full overview is in the article on API integrations.

• AI models: ChatGPT, DeepSeek, Claude, Gemini, OpenRouter.ai and Ollama or LM Studio for local LLMs. All AI tools are collected in the AI tools in Excel section.
• Translation: DeepL and Google Translate.
• SEO services: XMLRiver, Bukvarix, Pixel Tools.
• Yandex: Webmaster, Metrica, Direct.