The ease of use is amazing, I can easily set filters to monitor my keywords that are bringing in traffic but not converting. There's nothing I dislike about this tool, it works great! It's very easy to use and it saves you time when you're using it for your own website. You have to set up alerts yourself, which is a bit annoying. I would like to see more features being added to the software. I personally don't use them for SEO purposes, but I do use them to keep an eye on all the keywords that are bringing me website traffic and keeping people on my site.