I don't understand some of the hating comments on here, this is a great tool that works phenomenal, and an all in one. I'm seeing new keywords pop up in search console which weren't there until I started using KWhero for optimization. Granted it could have more updates but I talked to them and they said they're working on a new version scheduled for release in February. If you want to spend ridiculous amounts of money on something that has more "features" to click on be my guest, but you're espentially getting Surfer SEO for a small fraction of their price here.