I do a fair bit of SEO when I am building sites for customers (not after they are built, usually). This product has been very useful for me to gauge effects my coding has on keyword and various search engine rankings relative to competitive sites. I find the reports thorough, particularly where it stores in a database every analysis so I can take snapshops in time of benefit or mistakes in my code and my SEO work. Being able to upload HTML copies of each report to a server is a blessing, too.

I'm not sure what folks need in an assessment tool for SEO, but this thing is FAR better than paying some SEO company to 'optimize' ones website. It doesn't crash, it does what the adverts claim, and the developers have been receptive to both new ideas and teaching users (me) where to find the features I need.