The tool has helped us to understand our audience better, it's easy to use for publishers (who do not have much tech experience), and provides great insights into what people are searching for and how they're interacting with your articles/content. It can be expensive if you don't include enough keywords which could skew results. I dislike that we need to pay extra so we can get more targeted keyword data from them. There should also be an option in their dashboard where one pays per month instead of having to go through each article individually and select "pay". Great tool! They help me determine my keyword strategy before publishing new articles or posts. This helps ensure I'm writing about topics relevant to my target customer base.