The primary feature of this tool, as presented in its name, is rank tracking. You can put a good amount of websites in with good amount of keywords. I like the ability to track desktop and mobile and location. Also compare with competition.

Doesn't give as good as output to other keyword tools but you can get some basic keyword research done with the keyword finder tool. You can get some decent keyword suggestions and ideas. Not all have been useful but I think they're still developing.

other features I like are serp checker, checklist and website audit. I think audit it could be better. I like the report feature too. Tool isn't 100% accurate for rank tracking and search volume but this tool has potential to become a good player in this market.