How to Crawl Links in Google Sheets? The Ultimate Guide10 min read

Table of Contents

Crawl Links in Google Sheet - Featured Image

Did you know Google Sheets, typically known for their spreadsheet capabilities, offer a way to scrape data from various web pages?

Its formulas and functions makes it possible to turn simple Google spreadsheets into a basic web scraper without needing external tools or programming knowledge. Let’s see how to use sheets for crawling – and if there are any better alternatives too! 


  • Google Sheet provides built-in formulas like IMPORTXML, IMPORTHTML, and IMPORTFEED for basic link crawling and web scraping without external tools or programming.
  • XPath, part of XML query language, helps locate specific elements within web pages, and users can find them by inspecting webpage elements on any browser.
  • Using Google Sheet, one can extract elements like textual content, tables, lists, metadata, XML feed data, webpage links, and image URLs from websites.
  • The practical applications of these tools include scraping SEO metadata, product information from e-commerce websites, table and list data from web pages, and content from website feeds.
  • Regarding web scraping, Google Sheet struggles with JavaScript-heavy content, dynamic pages, and anti-scraping tools and has rate limits related to IMPORT request frequency.
  • But should you invest so much effort into building vulnerable and slow formulas in Google Sheets when you can track links for free with dedicated tools? offers the monitoring of 250 links for free, with an advanced, two-factor crawler. It’s a dedicated platform for comprehensive backlink analysis, link-exchange partnerships and more. Check it out, it’s free!

Using Google Sheets for Link Crawling

Instead of employing costly tools or manually checking each webpage, Google Sheets offers a straightforward way to automate this process.

extract data from page links and target website url with Google Sheet

With a combination of built-in formulas and some ingenuity, it’s possible to extract a plethora of information from web pages directly into a Google Sheet document.

Benefits of Google Sheets for Link Crawling

When one weighs the benefits of using Google Sheets web scraping, it’s evident why this tool is gaining traction among data enthusiasts and SEO Experts alike.

Unlike many scraper tools in the market, Google Sheets web scraping comes free of cost as a part of the suite of Google Services.

Besides, it uses its basic built-in functions to extract text and relevant data from webpages, so using this tool can be done without undergoing any steep learning curve.

Google Sheets can also be scaled to be used to perform more tailored scraping using Google Apps Scripts.

Importantly for SEO specialists, using Google Sheets for link crawling offers a strategic edge in outreach link buildingbroken link detection, and other crucial link-building tactics. It streamlines the process, ensuring that your backlinking strategies are efficient and effective.

Mastering Google Sheets Data Extraction Formulas

In Google Sheets, various built-in functions can transform your ordinary spreadsheet into a basic web scraper.

IMPORTXML: IMPORTXML function extracts data from XML and HTML structures using XPath queries. It has a simple syntax:

=IMPORTXML("website URL", "XPath Query")

IMPORTHTML: Tailored for HTML, this function fetches data elements such as tables and lists. Its syntax is:

=IMPORTHTML("website URL", "table or list", index)

IMPORTFEED: Ideal for extracting atom XML or RSS feeds, it’s a boon for tracking blog posts, news sources, or website updates.

XPath expression, or XML query, is a pivotal element in these functions. It works as a query language, pinpointing specific nodes in XML documents.

Expressions like ‘/html/body/div[1]/p[1]’ serve as markers, guiding the function to exact webpage elements.

How to Find Identifiers on a Webpage

To locate the XPath for a particular element:

  1. Navigate to the Web Page: Open the desired URL in a browser and locate the data intended for scraping.finding xpath query
  2. Inspect the Element on Browser: Right-click on the desired data or element and select “Inspect” or “Inspect Element” from the dropdown.
  3. Locate the XPath Expression: In the elements tab of the browser’s developer tools, right-click on the highlighted code corresponding to the selected data and choose “Copy XPath” to paste it into the formula.

What Major Elements Can Be Scraped Using Google Sheets

With the capacity to extract diverse website data, understanding the specific HTML elements that Google Sheets can interface with can empower users to harness more data and gain enriched insights.

The various elements that can be extracted using Google Sheets include:

  • Textual content elements such as heading tags (<h1>, <h2>, <h3>, etc.), paragraphs (<p>) and other text-related elements.
  • Table elements defined in the <table> tag, including table header (<th>), table row (<tr>), and table cell data (<td>).
  • List elements defined under ordered (<ol>) or unordered (<ul>) lists.
  • Metadata of HTML documents such as title tag content, meta description, and meta keywords.
  • Data from XML Feeds.
  • Image source URLs.

A Simplified Guide to Using IMPORTXML and IMPORTHTML Functions

Use the steps below to effectively use these functions:

STEP-I: Select the Webpage: Identify the webpage URL you want to scrape. Ensure the website allows scraping and isn’t blocked by ‘robots.txt’.

STEP-II: Access Google Sheets: Launch Google Sheets and select where you want the data to be displayed.

STEP-III: Implement the Function:

For IMPORTXML formula:

=IMPORTXML("URL", "//a/@href")

For IMPORTHTML formula:

=IMPORTHTML("URL", "table or list", index)

STEP-IV: Validate the Scraped Data: Ensure the extracted data’s accuracy as it largely depends on the precision of the XPath expression or index used.

Enhancing IMPORT Functions with INDEX

To refine data extraction, pair INDEX with either IMPORTHTML or IMPORTXML. For instance, the combination helps pinpoint data within a table:

=INDEX(IMPORTHTML("URL", "table", 1), 2, 3)

Similarly, with IMPORTXML, if multiple elements emerge but only a specific one is needed, INDEX comes to the rescue:


Practical Use Cases: Scraping Data from Table on a Webpage

One can employ the ‘IMPORTHTML’ function to scrap data from the table. Here’s an example showing table data extraction from a given web page.

extract data from table into google sheets document

=IMPORTHTML("URL", "table", 1)

In many cases, web pages may have multiple tables, and using index value as 1, references to the first table. To access the second table, simply change the number from 1 to 2.

Practical Use Cases: Scraping SEO MetaData from Web Link

The ‘IMPORTXML’ function again works as the linchpin here. To retrieve the title tag from a given URL (for instance – “URL”), you may use the formula

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

To retrieve the meta description of the given URL, you may use:

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

extracting SEO metadata using Google spreadsheets

To retrieve other meta information, such as keywords, you may use:

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

Practical Use Cases: Retrieving Product Data from E-Commerce Websites like Amazon

Retrieving product data, such as product names, prices, or descriptions, from e-commerce giants like Amazon provides a goldmine of information for market analysis.

To scrape product data from Amazon, such as the Product Title, use the following formula:

=IMPORTXML("product URL", "//span[contains(@id, 'productTitle')]/text()")

Similarly, for Product Price, use:

=IMPORTXML("product URL", //span[@id=priceblock_ourprice']/text()")

The XPath identifier above may be subject to change.

scraping amazon product data

Scrape data from the Website URL Feed

Feeds, especially ATOM XML feeds, act as pipelines for structured data carrying a wealth of content information from numerous websites.

Such feeds are goldmines for SEO, enabling competitive analysis, strategic link building, and empowering SEO strategy to gain a competitive edge.

To extract titles from a given website feed, use the function IMPORTFEED:


extract data from xml and rss feeds

Similarly, to extract the URL of all the pages, use the function:


Limitations of Using Google Sheets for Crawling Links

Google Sheets, a powerful tool for basic web scraping, has inherent limitations when tasked with heavy-duty data extraction. Websites with:

limitations of Google Sheet

  • multiple layers of data or JavaScript-heavy content;
  • dynamic web pages;
  • anti-scraping measures;
  • block bot crawls using robots.txt

limits Google Sheets functions from web scraping.

Another challenge is its rate limits. Making too many IMPORT requests in a short period may result in #ERROR! message at the output end, and thus, needs to be modulated.

Performing Advanced Link Crawling Using

While Google Sheets presents an introductory method for link crawling and web scraping, the specialized emerges as a frontrunner.

Getting Useful data from links using BacklinkManager

Unlike conventional web scraping methods that might offer limited insights, is curated specifically with SEO nuances in mind. offers:

  • Deep-Dive Link Insights: delves deeper than the manual scraping offered by Google Sheets, providing a holistic overview of your backlink profiles, which is crucial for SEO success.
  • Precision Meets Performance: Ensuring you get accurate results every time, stands apart from manual extraction methods for link crawling, bolstering confidence in your SEO strategy.
  • Seamless Add-Ons and Integrations: Beyond just link analysis, complements other SEO instruments, enriching your toolset and streamlining processes.
  • Ethical and Safe Data Gathering: As the world becomes more conscious of data rights and web scraping’s ethical considerations, ensures its processes are respectful and compliant with industry standards.

extensive reporting on backlinks in BacklinkManager

Harnessing the power of Google Sheets for basic web scraping offers value. However, tools like significantly enhance the depth and breadth of insights.

It not only complements your link analysis strategy but is also integrated effortlessly with other tools, ensuring a seamless experience.

Maximize your SEO efforts; sign up for free on, benefit from monitoring up to 250 links, assisted with an abundance of features, without spending a dime!


From simple link lists to more complex structured data types, Google Sheets offers a range of functions to make web scraping more accessible.

While there are certain constraints and challenges, with proper understanding and a bit of troubleshooting, it’s possible to harness the tools’ potential effectively.

And with tools like, you can significantly expand your SEO reach and complement your analysis with added features.

Frequently Asked Questions

Here are answers to some of the most common questions about Google Sheets link crawling and web scraping.

Is Web Scraping Using Google Sheets a Legal Thing?

Generally, web scraping becomes a concern when it violates terms of service, copyrights, or accesses protected data.

Using Google Sheets for web scraping doesn’t automatically grant legal immunity.

A 2019 ruling from the Ninth Circuit Court of Appeals in the United States held that web scraping public websites without explicit permission is legal, provided it doesn’t breach the website’s terms of service or any relevant laws including the Computer Fraud and Abuse Act (CFAA).

I am trying to scrape data from a web page using Google Sheets but Getting an Error. How Do I Resolve It?

Google Sheets, while being a great tool for basic web scraping tasks, may not be ideal for more intricate and extensive scraping needs. To resolve related errors:

  1. Check the URL and XPath Query: Double-check the accuracy of the URL and XPath query.
  2. Limitations of Google Sheets: If numerous IMPORT requests are made in a short duration, the service might temporarily halt. Waiting for a while or spreading out the requests can help navigate this issue.
  3. Website Restrictions: Many websites block requests from crawler bots and this includes Google Sheets functions. So, always check the website’s robots.txt for this purpose.

If the error still persists after following these measures, it might require some advanced knowledge of scripting and Google Sheet functions to help troubleshoot the issue.

Remember, web scraping, especially with tools like Google Sheets, requires trial and error, but with patience, most issues can be resolved.

How Does differentiate itself from simple web scraping tools like Google Sheets in terms of SEO? is specifically tailored for deep SEO insights, offering in-depth backlink analysis, precision, seamless integration with other tools, and adherence to best web scraping practices.

While Google Sheets provides basic scraping capabilities, is built for professionals seeking a dedicated platform for comprehensive link analysis, vital for SEO success.