I like that it is easy to use, I like that it is free, and most importantly I like that it works! The software is not perfect but they are constantly improving it. As far as I know there is no better option out there for SEO, so why would I switch? It helps me with my content strategy and allows me to take charge of my own SEO game. The tool is very intuitive and easy to use. I have not found anything I dislike. I do like the user interface. I have not found any other tools to compare this tool
Pros
Also their customer service team has always helped us fix issues we've had within an hour if needed.