The free scan is what got me in: 25 pages, no account, results in about a minute. It found broken canonicals on my product variants and duplicate titles across collections that two other tools had missed.
Segments are the thing I use most now, because scoring my blog separately from the shop finally showed me which half of the site was dragging the score down. The issue list is sorted for you, with a color, the points it's costing and how many pages it hits, so as a non-technical owner I just work top to bottom instead of guessing. The fix notes are written in plain language too, which is where I expected an AI tool to give me generic advice and it didn't.
Crawls take about four minutes on my store, so I re-run one after every theme update without thinking about it. For €29 a month I get what I actually needed from Ahrefs at $99, which was a clear list of what to fix and in what order. Setup took no reading and no onboarding call, which for a one-person shop is half the value. Review collected by and hosted on G2.com.
Small things. I'd like a WordPress or Shopify plugin so a re-scan triggers when I publish changes, instead of me remembering to run it. The keyword research side feels newer than the audit part, and could use more volume data and country filters, Serbia especially. Neither stops me using it daily. Review collected by and hosted on G2.com.