I like that it provides you with tools to be able to rank your website for keywords, which is very helpful if we are looking at improving our traffic flows in some way! It's free so there isn't anything bad about this program other than not having access to more features or being limited by its price tag (which can seem high).
If you're interested in getting started doing search engine optimization then check out auto seo. They have helped us improve our organic rankings of certain websites as well as increase web presence through social media marketing campaigns.