Morningscore has been my SEO steppingstone. With all the hype, it's hard to determine where to start. With prioritized task lists, competitor insights, this is the tool. Pros: Morningscore identifies the key metric for SEO, the Google Adwords value of your organic search, by keyword. Add three competitors to see their keyword strategies, and you've completed step one of onboarding. Starting out, view prioritized tasks to improve your SEO, with valuable resources a click away. If you're an SEO expert you'll appreciate reducing your SEO subscription spend. Agencies will love the intel. Analyze a prospect's SEO, including health metrics (basic analysis, technical, and optimization), and show where they stand versus their competitors. Cons: Morningscore is continuing to evolve with even greater features. The recently added user management upgrade solves the issue of sharing access with stakeholders. Adding more granularity to user access would be helpful. White-label reporting is on the roadmap. Recalculating Morningscore on filtering by keyword would be helpful.