I like that it allows me to see what my competitors are up to, but also gives me insight into how they can be improved upon. It's not always easy for people who aren't familiar with SEO or digital marketing in general to use this software effectively. The interface could look more professional if there were some design changes made. This tool has helped us get ahead of our competition by finding out exactly where we need to improve our website so as to attract new customers. We've been able to find ways to increase traffic on our site without spending too much money.