It's easy to use and has an intuitive interface which makes it easy for people with no technical knowledge to understand. There are some features which I think could be improved or added like more detailed reports of all the search keywords used by prospects. Also, there should be more than one way to see the same report so that we can compare them. A very useful tool when trying to find out what our competitors have done to attract their target audience. It helps us know where they're coming from and how to compete against them.