Pros: There are certain features that are great. The KW research tool does a good job, as does the backlink checker. The dashboard looks good, and I like the fact that the software sends you alerts when it finds problems on your site. The market intelligence feature is rather unique and provides information that isn't easy to come across in other SEO tools. The main reason I like this software so much is that it is affordable. SEMrush and Ahrefs, which have more features, are quite expensive. But Serpstat will give you the basics for good SEO without breaking the bank.