Pros: SEMrush is one of those tools that's got everything, but there are some aspects of it that I think need working on. It is excellent for building an SEO strategy for clients because it gives so many actionable insights. It's also very good for keyword research - you can see exactly which keywords and phrases you should be targeting, and you can monitor them to see how they are doing. It's a good tool for those who are doing PPC as you can see what others are doing and know where you should be focused. It provides reports and notifications that are meaningful - they help keep sites on the right track.