I like how easy it is for us at our organization (our school district) using this product! The interface makes finding keywords very simple which helps me in creating new content quickly once we have an idea of what needs created or reviewed next week/month etc.. There are some things that could be improved but overall its great!! It's not too difficult when you get into keyword research after knowing your site structure & goals - just stick through those steps until u start seeing results ;) We've been able solve many problems by searching via google search insights instead of having someone else do them manually :).