I like that it shows me what my competitors are doing in terms of marketing their products to customers or potential buyers who have searched for keywords related to our product/service area online.
It can be used as an effective tool when trying to decide whether we should invest more time into developing new content about our service offerings so people will find us through search engines rather than just by word-of mouth referrals from satisfied clients. The fact that you need access to your competitor's site makes this somewhat less useful if they don't offer such functionality (or at least make sure there isn’t any security issues). If someone has already done some research before coming across one of our websites then similartech allows them quickly see which other sites rank well with Google using tools provided within google itself - without having to go directly onto those pages themselves!