What do you like best?
What's not to like? There are comprehensive tools to make your search engine marketing (SEM) as strong us possible. With organic and paid search insights, you can find ways to align your keyword strategy and PPC strategy to meet your budget and understand what you're up against and, subsequently need to do. Within a keyword, you can analyse the types of content you are up against: long form, white papers, long blogs, video, if the term has PPC copy topped and tailed, if a snippet exists.
This is before I even get into the other tools that allow you to do more: the SEO content template builds you a content strategy straight from a keyword search by analysing what the top SERP links are offering.
What do you dislike?
The paywall is a minor quibble, as software this comprehensive requires investment. However, I think a cheaper cost of entry than $100/month is warranted.
Recommendations to others considering the product
Ahrefs isn't cheaper and has a less appealing interface and layout. SEMrush is aesthetically pleasing, but you need to be willing to allocate budget to it and to make use of the comprehensive array of tools it brings to the table to recoup that investment. Free plans might suit if you only want 10 keywords to look at; if not, buckle up. Use it right, and it'll be worth it.
What business problems are you solving with the product? What benefits have you realized?
Understanding where our traffic generates from, where we stack up against our competitors and how we can overcome this. We're gaining insights on what content is working for competitors, and mapping out how we're going to overcome that.