The best thing about this software is its ability to track ranking of your site in different search engines like google & bing along with keyword research tools which are very helpful for getting targeted traffic from organic searches. I have no dislikes regarding it because everything was perfect but i would suggest you try out some free demo version before purchasing or using any paid product. Tracking rank of my website/blog over time helped me understand what needs improvement so that we can optimize our content accordingly. It also helps us get insights into competitors activities by comparing data provided by various sources like Google's own webmaster console etc.