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This is a nice way to do it.
https://exceljet.net/formulas/count-specific-words-in-a-cell
Substitute comes up quite a bit when you're trying to do text stuff that isn't quite natively supported in a formula.
aggi
@moocher
How to count the number of times the string "jam" appears within cell A1 where A1 contains, for example "jam, jam, ham, jim"? Countif only returns a maximum of 1