It is easy to use, provides great insights about what your competitors are doing right or wrong in order for you to do it better (or even as they). Provides great insight into keyword ranking which allows me to make improvements with my content creation strategy that will help improve search rankings. The user interface could be improved to allow faster navigation through results pages so one-click viewing of all data would be beneficial. Great tool! I highly recommend them because their team listens closely and always has answers when asked - very customer friendly if slightly difficult at times using more technical terms than we're accustomed too. Before this product was available our SEO efforts were manual and time consuming with little progress seen from Google's side. They have made tracking keywords much easier by providing us realtime feedback without having to wait days/weeks after publishing new articles etc., to see how successful those posts really were compared against others.