Pros: I have used many different SEO tools for my digital marketing work, and Ahrefs does more than most of them. It's quite comprehensive. Not only does it give you important SEO metrics, it gets down into the details so that you can come up with a really clear strategy. It's my primary go-to tool for keyword research and tracking, and I also use it for backlink analysis.
Cons: Ahrefs puts together a lot of tools. As with any other software that provides this kind of solution, some of these tools work really well, but you'll find that there are tools in the market that do a much better job because they are created to do one thing only, and so are able to focus on exactly what clients need. I also don't like that the basic plan, which is what I'm currently using, shows me only 20 keyword rank positions.
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