Introducing Lens: your automated eye into market analysis

Gain a macro view of your markets across Search

Market conditions are more uncertain than ever: visibility is fragmenting, rising costs mean marketers can’t invest without solid data, and rapid AI developments put businesses at risk of adoption without clear guidance.  

Digital strategy needs prioritization and insight more than ever. IDHL’s solution? Lens – the latest innovation in the Labs toolkit, offering a broad overview of entire markets from an SEO perspective.  

Lens

Part of the IDHL Labs Intelligence Platform (Labs IP), Lens is an internal market and gap analysis tool that delivers a unified, evidence-based view of SEO performance across markets. Drawing on 20 years of insights from hundreds of clients, it highlights where visibility, coverage, and opportunity gaps exist to help teams focus on areas with the greatest impact potential.

How does it work?  

Lens begins at the market level, not on individual clients. It aggregates tens of thousands of known search terms into defined markets and sub-markets, then determines who is leading in visibility, who is underrepresented, and where significant gaps exist. 

The key feature that makes Lens more than just automation is the unique data driving its analysis. Depending on the market size, we rank up to 500 domains using proprietary performance data, layered with industry insights and intelligence.  

What benefit does it offer teams? 

Lens addresses a specific analysis challenge: identifying where real opportunities exist before committing time, budget, or resources. By revealing market share, top phrases, and estimated traffic, teams can accurately evaluate how their brands fit into identified gaps and what optimization efforts are likely to pay off.  

In short, it removes guesswork from early-stage decisions. No more slow, manual competitor analysis – this technology enables brands to focus SEO activity on quality over quantity, moving beyond assumptions.  

While Lens doesn’t prescribe solutions, it provides clarity and focus, helping teams ask better questions and answer them with evidence quickly and efficiently.  

Where is it used?  

Lens supports SEO and organic search teams by providing clearer understanding of market structure, competitive positioning, and seasonality at scale. 

 What does Lens produce?  

• Market dashboards showing relative visibility, comparative traffic estimates, and ranking presence across markets and sub-markets. 
• Competitive comparisons covering market leaders, rising competitors, and gap sizes to advance. 
• Top phrase views showing which keywords carry the most weight. 
• Trend views, a future feature illustrating changes in visibility over time. 
• Exportable data visualizations, fit for reports and presentations. 

This is just the start for Lens – future versions will add more report-style assets generated from on-screen data, designed for direct stakeholder sharing.  

Discover IDHL Labs 

Built on decades of SEO expertise, Lens clarifies organic markets and guides smarter strategy. Lens is one component of the IDHL Labs Intelligence Platform, an AI-powered system providing clients a connected view of digital performance, visibility, and market context to spot shifts, gaps, and action points. To learn how our evolving technology can support your brand, contact our experts.