The ability to provide clients with insights into how their website performs compared against other sites for certain keywords or phrases, as well as providing them access data from where they can create more focused campaigns down that line of inquiry (or not). There's nothing I dislike about this tool so far -- it works very quickly once you set up your account properly; has been easy enough even if one member was unable / unwilling at first but got onboard eventually - just make sure there are no restrictions placed upon who gets what information out! We're able compare our performance across different websites vs competitors within specific industries using search terms we've identified which have high volume traffic potentials.