The workspace for SEOs and their agents.
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Joined August 2024
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Chrome DevTools, rethought for technical SEO. Meet SEO DevTools:
🔍 Diff served HTML vs live DOM
🌐 Trace requests and redirect chains
🤖 Test robots.txt by bot and assess render impact
📄 Search response bodies
⚠️ Inspect issues, console and storage
📦 Export HAR or copy as cURL
More details: serplens.com/changelog/live-…
AI chat full-screen view in SERP Lens with the ability to integrate your own Claude subscription is incoming 👀
Update: we've now shipped an improvement to resolve /goto links in our browser after the recent changes.
The previous lookups broke because Google now limits how fast they can be resolved.
On each results page, the first 6-7 lookups return the real URL instantly. After that, Google answers with a "Verifying your request" page, and the wait grows with each lookup (1 s, 2 s, 5 s, 10 s, then up to ~30 s). After the wait, it returns the real URL.
In SERP Lens, top organic results get resolved first. For the rest, we need to wait out Google's delay. Because there are various queries on page 1 of Google that have ~6 organic listings, there is no delay; it is only when there are more (as shown in the video).
Features in our toolset, such as 'SERP Feature' counts are independent of this change on Google's end. The biggest challenge is that you might need to wait a short period to gain a full understanding of the URLs that appear in search results (17 seconds for the query "large dog bed" to see the final result appear).
cc @rustybrick
Heads-up: Google seems to have brought back the ability to use num=100 in some capacity.
I had just done a search, clicked on a knowledge panel result, and then noticed the URL included it. Lo and behold, there were 99 organic results showing.
Also noticed via @serplens data that /goto links are bypassing previous workarounds (likely an issue for some rank trackers too).
Our devs are now looking into this and will share an update shortly.
New in SERP Lens v2.1.9: a setup checklist on your new tab. See what’s done and what’s next – add a project, connect Search Console or tools, and ask AI about a page. Your next setup step is right where you need it.
SERP Lens retweeted
I'm pretty excited about our latest @serplens release.
Use @typesafeai's Jev in the browser to evaluate page quality for under a penny a page.
We also used it to:
- Check if you answer GSC queries
- Check PAA and AI overview coverage
- Identify SERP formats and site types
Read more about the process on my blog - samunderwood.co.uk/writing/j…
Having issues with your rank tracking? Try this method with SERP Lens MCP:
Want to avoid poisoned search results in your rank tracker completely?
Here is a creative way to still generate detailed ranking reports for your clients with MCPs and Claude Desktop.
-> Poisoned Google SERPs: How to Spot Them and Still Track Rankings brodieclark.com/poisoned-goo…
You cannot out-write a page that understood the SERP better than you.
We broke down a complete SERP analysis workflow on a live query:
• Classifying mixed intent
• Auditing feature takeovers (AIO, PAA, video)
• Identifying your actual search competitors
• Finding the structural content gap
Includes the exact AI prompt and a worked breakdown:
serplens.com/blog/how-to-ser…
SERP Lens — September release roundup:
🛠️ SEO devtools — Our own SEO-native drawer replaces Chrome DevTools: served HTML vs. live DOM, full network and redirect chains, robots evaluation per bot, response-body search, and HAR export.
🕒 Live change tracking — See how a URL's SEO attributes changed since your last visit, with Timeline and Compare views. History is stored locally on your machine, up to 24 months.
👑 Who owns page 1 — A new SERP Features card ranking the domains that actually control page one by listing count or real pixel footprint, measured from the rendered result blocks.
🔗 Google's /goto links, resolved — We stripped Google's /goto redirects out of the Google web search and AI Mode panels, so you get the real destination URL on hover.
🎯 Search intent analysis — Every first-page result classified as Informational, Navigational, Commercial or Transactional, with an overall SERP split and per-result breakdown — processed locally, at no cost to you.
🌍 Hreflang validation — Run an on-demand check of every alternate: reciprocal links, unreachable targets and canonical conflicts, read from both the rendered DOM and HTML source.
Test them for yourself! We're now available to everyone on MacOS and Windows: serplens.com
SERP Lens retweeted
“What changed on this page since I last looked?”
That’s the question behind our new change tracking feature in SERP Lens.
As you browse, SERP Lens records a page’s important SEO attributes so you can see what changed between visits – whether you’re checking your own site or keeping an eye on competitors.
Open the Changes tab to:
→ Follow changes over time in Timeline view
→ Compare specific visits side by side
→ Copy previous values, such as an old Open Graph image URL
→ Keep up to 24 months of history, with adjustable retention
Your browsing history stays on your machine. It never leaves your system, and you control what’s retained, cleared or excluded.
No need to rely on memory or dig through old screenshots. Just revisit a page and see what’s different.
Full release notes in the comments.
New in SERP Lens: Our biggest release yet!
🕓 Change tracking — see how any URL's SEO attributes shifted since your last visit, stored locally
🛠️ SEO devtools — served HTML vs live DOM, redirect chains, robots testing as any bot
🌍 Hreflang validation — on-demand reciprocal + canonical checks
👑 Who owns page 1 — domains ranked by listings & real pixel footprint
Full changelog 👉 serplens.com/changelog/live-…
Connecting the SERP Lens agent to tools from a local command or remote MCP server is simple.
For example, here's how you can connect @semrush in 3 easy steps:
1️⃣ Type '/' into the AI panel and select 'Add MCP'
2️⃣ Select 'Remote server' from the options and fill out the relevant information (Name, Server URL, then authenticate the connection)
3️⃣ Ensure the connection is shown to be green, with the count of tools that are accessible alongside it
You're then ready to go!
SERP Lens live analysis is then combined with your favourite SEO tool dataset, making the AI panel even more powerful and actionable – watch the agent complete your task by opening search results and websites right in front of your eyes.
More details can be found in our developer documentation: serplens.com/docs/ai/mcp-con…
SERP Lens retweeted
One search intent label can hide a lot.
For “iphone duo”, our new local AI model shows:
- 52% commercial
- 36% informational
We trained @serplens to detect mixed intent locally, on your machine.
An extra feature we can include for free. A nice perk of building a local app.
This week's SERP Lens changelog is live. Three things shipped:
🎯 Search intent analysis — a new intent section on the Google web search panel, across the Features and Results tabs. Every first-page result is scored Informational, Navigational, Commercial or Transactional, with % splits for the whole SERP and a per-result breakdown. Runs locally on your machine, so it costs you nothing.
🔗 Google's /goto links, resolved — we flagged the rollout on July 2nd and were one of the first tools to solve it. /goto is stripped from the Google web search and AI Mode panels, with the real destination URL on hover.
🧠 GPT-6 Astra support — now live alongside GPT 5.6 Terra, Sol, Luna and GPT 5.5.
Full entry 👇
serplens.com/changelog/searc…
SERP Lens retweeted
SEO News: Google just changed a core part of our daily SEO workflows. /goto links are here and are likely to stay.
A great deal of the day-to-day work for SEOs is completed within the logged-out experience (where it is most consistent), so it is ultimately having an impact on workflows.
I first discovered the rollout of /goto links in July and even documented a related issue as far back as May, with Google recently confirming that it was intentional and likely here to stay.
Most SEO data providers have managed to alter their approaches, and I'm proud to say that @serplens was among the first to integrate a deep solution within our browser (which is a completely unique product in the industry).
Watch the video to see the impacts of the change on a standard non-logged-in browsing experience, where it is having an impact on the ability to see URLs on hover (something SEOs are accustomed to doing), and even some Chrome extensions.
Now is a great time to take SERP Lens for a test run if you haven't already. We have a free tier and a 14-day free trial that you can use under the 'Pro' plan to experience the full power of our application: serplens.com
An excellent application of SERP Lens is using our AI and MCP integrations for SEO content briefs.
Follow our latest guide to find out how AI can be best used for the research + briefing phase to develop clear briefs for your copywriter.
Read here: serplens.com/blog/the-ai-seo…
It is now possible to complete sitemap validation in SERP Lens for up to 100 individual sitemaps.
The browser will automatically pick up on your sitemap index file, then all you need to do is select 'validate sitemaps' to run the analysis.
This is a highly useful competitor analysis tool for seeing exactly how sites are structuring their sitemaps, how many URLs are present within each, and whether there are validation errors.
Test it for yourself! We're now available to everyone on MacOS and Windows: serplens.com