Introducing SERP Lens: The Web Browser for SEO Pros

Welcome to SERP Lens. Today, we are launching our very own Chromium-based web browser built for SEO professionals. Make sure to watch our product launch video for a full rundown of the primary tools our browser has on offer.

SERP Lens has an extensive set of embedded features and tools under the same UX to help optimise your SEO workflows. Here is a sample of 10 core features of our browser that have been specifically designed and built within the desktop application.

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1. Search Result View

Description:

As you're browsing through search results, core insights are extracted related to the number of results within Google's index, SERP features on the current page (including how many there are), your recent searches that are clickable, the ability to track and highlight URLs from specific domains, and much more.

Benefit:

The SERP features integration makes search results interactive and engaging when completing your day-to-day client searches. This view is especially useful when presenting to clients, providing insights when testing out queries to provide talking points and on-the-fly analysis that previously wasn't possible with other applications.

2. Website View

Description:

Each time you move from search results to a website, the toolset within the application changes automatically. Users have the ability to choose among the default 'on-page' tools, alongside tools for indexing, internal links, images, structured data, social media tags, site speed, and the 'crawling' tool, which is especially useful for finding out if a set is blocking LLMs at the firewall level.

Benefit:

Each of the tools within Website View defaults to content found within the DOM, with the ability to compare against data found within the HTML. The benefit of this toolset is quite far-reaching, enabling users to do lightning-fast SEO analysis of a web page, with easy accessibility to technical aspects such as the robots.txt file alongside the XML sitemap index and a breakdown of individual XML sitemaps.

3. LLM Crawling Insights

Description:

The LLMs Crawling Insights tool within Website View deserves its own highlighted section due to its usefulness. The tool instantly extracts information from the robots.txt file for a domain or sub-domain, breaking down the summary of bots that are blocked or allowed for standard bots such as Bingbot, with a separate section for specific LLMs. A firewall blocking check is then run in the background for the domain, providing a deeper look at whether an important bot is being blocked.

Benefit:

Being used for internal use for some time now for the SERP Lens team, I have received considerable value out of this tool alone. For example, a large client of mine suddenly had their homepage drop out from search results for both branded and non-branded queries. It was a mess. When using the LLM Crawling Insights tool, I was able to quickly discover that it wasn't related to a noindex meta tag or a crawl block via robots.txt. It was instead related to a 403 response at the firewall level, which we were then able to swiftly address.

4. Client Projects

Description:

Setting up client projects is a core aspect of the toolset to make full use of the browser. When setting up a project, you can choose between setting your project name, the domain (added as the root domain), the project image (upload your own or use the 'fetch favicon' button), any relevant goals for the project, and finally, your competitor domains. Once you've created a project, you're then prompted to upload any relevant keywords that you would like to track, with the ability to add tags, the location and language, the refresh interval (either daily, weekly, or monthly), and then finally whether you would like to track on desktop, mobile, or both.

Benefit:

There are a lot of benefits to getting your client projects in place, related to both tracking and utilising the SERP Compare tool within the side panel. You're also then able to select the star icon for your projects, which allows them appear within the left side panel for quick access, with the logo of the fetched favicon appearing as the icon. Within client meetings, when you want to share your SERP Lens browser screen to provide a live walkthrough, you can then easily select the 'hide projects' toggle within the panel with the three horizontal dots.

5. Tracking & SERP Compare

Description:

Within individual projects, you're able to toggle between the Keywords and Screenshots tabs that are related to the client. Within the tracking setup, you're able to see graphs over time for the ranking distribution, average rank, SERP features, and a volatility report. For each individual keyword that is being tracked, the table shows the country (with the flag included), the language, the current position and change from the previous period, the device type, and when the keyword was last updated. All of this data can then be visualised within the SERP Compare tool, where you're able to see a host of additional insights.

Benefit:

Setting up tracking reports is an important aspect of being able to use the toolset to the fullest extent. The SERP Compare dashboard has been a user favourite for the closed beta that we have been running, where you're able to see various insights related to the SERP similarity, the number of unique URLs for a comparison period on the 1st page, along with snippet-related aspects such as the average title length. The report also shows separate sections for SERP feature changes across the comparison period and the top movers, which highlight the domains that either increased or decreased the most over the comparison period.

6. VPN

Description:

Within the VPN integration, all paid users (including 7 day trial users under the 'Lite' plan) are able to access the list of "free" VPN locations that we have provided within the application for users to test out this add-on. In order to gain access to a far greater list of countries and cities, these are only accessible under the 'premium' VPN access method, which is an optional add-on for $15 per month. Within the list of locations provided within the VPN extension, you're able to then 'star' your favourite locations so they appear at the top of the list.

Benefit:

There is considerable benefit to using the SERP Lens VPN integration. If you work with individual websites or have a portfolio of clients that where they service and operate within different countries, the VPN add-on is for you. Because our VPN is constrained to the application itself, it doesn't disrupt the connection on your machine more broadly. This means that emulating aspects such as automatic localised redirects and local search results has never been easier on calls with clients and in a live setting. Having the VPN combined with effectively all tools within the dashboard makes for a powerful SEO analysis tool.

7. Annotate Screenshots

Description:

Using the camera icon in the right-hand panel, you're able to expand the screenshots panel. There are various screenshot options available, including capturing the browser viewport, capturing a specific area within the browser, scrolling capture for a specific section of the page, capturing the app window, capturing the entire desktop screen, or even capturing the full web page. Once a screenshot has been taken with the preferred method, you're then met with an editing panel which allows you to add text, draw arrows, crop the image, insert shapes, and more. Once your screenshot editing is complete, you're then able to either copy the file to be pasted externally, save the image to a project, or download directly to your machine.

Benefit:

SEOs love taking screenshots of their SERP findings, so it makes a ton of sense to have this as a tool that is integrated into the browser to the fullest extent. By combining the various screenshot functions that apply to both search results and websites, this makes it much easier to markup the screenshots more effectively to be able to store them for safekeeping in your project or send them using the various methods that are available.

8. Right-Click Functions + Shortcuts

Description:

When you're on a website, there is the ability to use the right-click function that is unique to SERP Lens in order to perform various actions that are embedded within the browser. Aside from the standard functions Chrome-related functions such as 'view page source' and 'inspect element', you're also able to complete SEO-related functions such as opening the canonical, hreflang, sitemap URLs, and robots.txt. Taking it a step further, you're also able to generate highlights for internal and external links and specific content, alongside the various 'advanced copy' functions such as meta data and headings. There are also in-browser shortcuts that you can use to access specific tools and reports.

Benefit:

The embedding or right-click functions and shortcuts within the browser make for a meaningful advantage over other SEO tools. Learning to navigate SERP Lens quickly is a skill and something that you can become an expert in over time, allowing our users to impress their clients through having your own customised browser and solve SEO issues faster.

9. Prompt Analysis

Description:

With the changing tides in the SEO industry, it is important that SERP Lens evolves with user behaviour changes. SEOs are now including terms like "GEO" and "AI SEO" in their job titles, which means that our toolset requires focus in this area. Our tool direction is that we have chosen not to go down the path of prompt tracking in the same way that most other SEO tools have done. A core reason for this is related to studies such as the one from SparkToro by Rand Fishkin, where it was discovered that LLMS rarely give the same list of brands or recommendations twice (<1 in 100 times, no matter the prompt). With this in mind, our integration can be thought of as a "live preview" tool that allows you to analyse results on the fly, which is especially helpful while completing test prompts for clients in a live setting. At the moment, we primarily have tool support for Google's AI Mode, Claude, and ChatGPT.

Benefit:

Because of the smart switching display within the browser, whenever you visit popular LLMs or Google's AI Mode, the toolset panel shifts completely to prioritise the AI analysis tools, which are different to the traditional set of Google-related features. This type of adaptability within the browser is again highly useful to streamline processes and gain insights from your prompts as you search. Each session allows you to quickly see insights related 'query fan-out', the top sources being referenced from a citation share perspective, the top domains, and more.

10. Agentic Mode

Description:

SERP Lens should be considered in direct competition to new browsers such as ChatGPT Atlas, and Perplexity's Comet browser, which are all also based on the Chromium open-source model from Google. We started working on SERP Lens before both Atlas and Comet were ever announced, and we feel like we are ahead of them in some areas with how our toolset has been integrated. We are currently trialling out our open version of Agentic Mode from an SEO analysis standpoint within our closed beta group, which allows the browser to communicate with the various tools that we have developed and to gain insights and perform actions as a result.

Benefit:

Agentic browsers are the way of the future. Chrome has even started to implement its own version of agentic browsing with Gemini. The major difference between SERP Lens and other browsers from an agentic perspective is that we are heavily focused on providing insights that are directly related to improving SEO performance, rather than many of the standard agentic functions completed by others for general productivity improvements.

Now that we are finally live with our first public beta for macOS, make sure to download the application now and create an account. For a limited time only, we are allowing our public beta users to access a free 7 day trial under the 'Lite' plan without credit card details being required. This won't last for long, so make sure to take SERP Lens for a spin now.