I like the ability to compare search terms with other websites competing for the same keywords. I also like the guidance provided about what terms and functions are. The startup was really easy -- I just plugged in the url and started a crawl. It's a bit overwhelming. I've been doing SEO on WordPress websites using Yoast and AIOSEO, and they pretty much guide me through the simple stuff. Seobility has so much more, which I love, but it's daunting. I'll understand it all eventually!