3 XPath Formulas that Make Metadata Optimizations Infinitely Easier

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Optimizing metadata. Hate it or love it, it’s a basic responsibility of SEO. And for SEOs that use Google Sheets or excel to organize your recommendations (most of us), there are three simple XPath formulas that you can use to make the process go by much faster.

Ready to work smarter instead of harder? Read on to learn more.

The Scenario:

You’ve run the Screaming Frog SEO Spider crawl, identified the pages you want to optimize, and listed them neatly in column A of Google Sheets. Prior to crafting your recommended changes, you’ll also need to outline the pages’ current metadata (to showcase the before and after improvements made).

Instead of laboriously copy and pasting the current title tags, meta descriptions, and H1 tags into your Google Sheets document for every page, you can use Xpath queries to scrape your website and dynamically pull them into your document.

The added bonus? These formulas automatically update, so you’ll also be able to easily track when your recommended changes have been implemented on the site.

See Also

Without further ado, check out the copy-and-paste-able formulas below:

Title Tags:

=IMPORTXML("URL","//title")

Meta Descriptions:

=IMPORTXML("URL","//meta[@name='description']/@content")

H1 Tags:

=IMPORTXML("URL","//h1")

Want to learn more about how XPath formulas work? Check out this great video tutorial I found, here. Don’t forget to bookmark this post to refer back to on new projects!

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