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SeoTools for Excel

Access Serpstat keyword and backlink data from Excel using the SeoTools add-in. Run bulk SEO queries and build reports directly in your spreadsheets.

Written by Mike

Access Serpstat Data Directly in Excel

The SeoTools for Excel connector lets you pull Serpstat's domain analysis, keyword research, and backlink data directly into Microsoft Excel using formula-based functions. Query domains, keywords, and URLs in bulk without leaving your spreadsheet — no manual CSV exports, no copy-pasting.

What you can achieve:

  • Build live SEO reports in Excel: Use SeoTools functions to pull Serpstat data into your existing Excel models and dashboards — the data updates on demand, not by manual export.

  • Analyze large keyword and domain lists efficiently: Apply Serpstat functions to entire columns of domains, URLs, or keywords and get metrics in bulk — faster than running individual Serpstat searches.

  • Combine Serpstat data with your own data: Merge Serpstat keyword metrics with your internal conversion or revenue data in Excel for a complete picture of SEO performance value.

Getting Started

  1. Install SeoTools for Excel from the official site at seotoolsforexcel.com.

  2. In your Serpstat account, go to Profile and copy your API Access Token. Note: API access requires the Team plan or higher.

  3. In SeoTools for Excel, go to the Serpstat connector settings and paste your access token.

  4. In any Excel cell, use a SeoTools Serpstat function — for example, to pull domain summary data or keyword metrics for a list of domains or queries.

Available Data

  1. Domain Analysis: Domain summary (keywords, visibility, traffic), domain history (trends over time), domain keywords (full ranked keyword list), top pages by domain, domain competitors in organic and paid search, domain ads, and domain URLs.

  2. Keyword Research: Keyword overview (volume, CPC, competition), keyword selection (related keywords), search suggestions, related keywords, top-100 results by keyword, organic and paid keyword competitors, and ads examples by keyword.

  3. URL Analysis: Keywords a URL ranks for, URL competitors, and missing keywords (keywords competitors rank for that the URL doesn't).

  4. Backlink Analysis: Backlink summary, backlink dynamics, top anchors, TLD distribution, referring domains, malicious domains, active and lost backlinks, external links, external domains, and top pages by backlinks.

Pro Tip: Build a Competitor Tracking Dashboard in Excel

SeoTools makes it easy to build a competitor monitoring spreadsheet that refreshes on demand — without exporting data manually each time.

  1. Create a column of competitor domains in Excel (e.g. A2:A10).

  2. Use the Domain Summary and Domain History functions to pull visibility and keyword count for each domain into adjacent columns.

  3. Add a date column and use Excel's built-in charting to visualize visibility trends over time as you refresh the data each week.

  4. The goal: A self-refreshing competitor dashboard that takes seconds to update — built entirely in Excel with live Serpstat data.

⚠️ Important: API access for the SeoTools connector requires the Team plan or higher in Serpstat. The access token can be found on your Serpstat Profile page. This connector is maintained by SeoTools for Excel as an open-source project — see the official SeoTools documentation for the latest function reference.

❓ Frequently Asked Questions

Q: Which Serpstat plan do I need?
​A: The SeoTools connector requires an API access token, which is available from the Team plan and above.
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Q: Is SeoTools for Excel free?
​A: SeoTools for Excel has a free tier with limited requests. The Serpstat connector itself is open-source. Check seotoolsforexcel.com for the current pricing and request limits.
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Q: Can I use this on Mac?
​A: SeoTools for Excel is a Windows Excel add-in and does not support Mac. For Mac users, the Serpstat Batch Analysis add-on for Google Sheets is the recommended alternative.
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Next Steps

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