New

• Manage your whole disavow list in one place — The Backlinks page now has a dedicated Disavow list panel showing every domain you've marked, each with the spam score it had when you added it and the date it was added. A count badge stays in sync with the Export disavow.txt button, you can remove entries one at a time or select several and remove them in bulk, and links open the offending domain in a new tab. Works in agency mode scoped to the selected client.

Improved

• Traffic-potential estimates now use a real click-through model — Keyword opportunity traffic estimates were previously derived from fixed rules of thumb (search volume times 0.10, impressions times 0.30). They're now backed by a real position-based click-through-rate curve. When your project has Google Search Console connected we measure your own actual CTR by ranking position and use that; otherwise we fall back to a published industry baseline. Estimates for keywords you already rank for use your current position, while untapped and competitor-gap keywords model a realistic target position — and each estimate now states whether it came from your measured data or the industry baseline.
• Bing traffic estimates use a Bing-specific click-through model — Bing estimates previously borrowed the Google CTR curve as a stand-in. Because Bing's results get clicked differently by position, they now use their own baseline, and when Bing Webmaster Tools is connected we measure your actual Bing CTR by position and use that instead — mirroring how we already handle Google.
• Multi-page hreflang consistency checks — Audits now validate hreflang across several crawled pages instead of just the homepage. The International card now reports cross-page problems: non-reciprocal return tags (a page declares a language alternate that doesn't link back) and inconsistent language sets (pages in the same cluster advertising different locales). When everything lines up, it confirms that reciprocal return tags and consistent language sets were verified across the sampled pages.
• See exactly why your AI Visibility score is what it is — The Visibility Score card now breaks the headline number down into the four signals behind it: Mention Rate (40%), Answer Position (20%), Sentiment (20%), and Citation Presence (20%). Each shows its current strength as a 0–100% bar with its weight and a hover tooltip explaining what it measures, so you can instantly see which lever is dragging your score down. Scans recorded before this breakdown existed show a prompt to run a new scan.