I like the fact that the new revamped UI is more user-friendly, they are constantly adding new features to cope with the latest trends from Google. Generous keywords quota for each plan and good backlinks data. They sourced it from Majestic, which provides reputable backlinks. Key analysis is on par with Ahrefs and others. Project visibility is one of the most remarkable improvements they have included. The documentation is also quite extensive, covers many topics and it helps you to understand what you need to do. There is also API access for those who like to pull data on their Google Data Studio or dashboard. Hope to try that out soon.

It is feature rich and they seem to be adding to it constantly. I've only had a chance to try out a small percentage of everything properly so far, but they also have taken feature feedback and suggestions into consideration.

Keyword rank tracking and technical recommendations. Ability to track cannibalised pages