What do you like best?
Data Cube is an essential SEO tool that I cannot live without. It boasts the longest running collection of SEO ranking and domain-level data and thus is without equal in my opinion. I would put their upgraded tools, like Instant, Link Equity Manager and Market Insights, up there as well. Not every enterprise can afford the upgraded tools so I will only say that if you can they are worth every additional penny. All SEO tools offer something a little different but BrightEdge comes pretty close to having everything I need. I can track links, review technical issues, and assign them to my staff. Reporting is top-notch too. Bottom line: whether you go all in or just take a base package just know that BrightEdge can make your life much easier as an SEO. I am able to translate my overarching SEO strategies into actionable pieces and then track and measure performance. I have used them twice in my career and consider them a big part of my success. Finally, your customer success team is there to help you win and make you look. I've had several reps, all up to the task. My CSM team is the cherry on top.
What do you dislike?
SEO tools are only as good as what you put into them and BrightEdge is no different. It takes time to research, strategize, and put your plan into action. How you set up BrightEdge can help you exponentially. At the same time, if you don't put in effort into setup you may not reap all you can out of them. If you are new to their platform, you may also have trouble understanding where to find things. Looking in settings to create your keyword groups may not be all that intuitive but once you realize that all setup is in your settings, it is a breeze. Also recommendations have come a long way but hard to automate what is inside an SEO's head. A small gripe really given all of the value I receive from their platform but needed to say it nonetheless.
Recommendations to others considering the product:
Take a demo, see Data Cube and picture yourself needing to quick and accurate research on a whim for either you or a need to investigate a competitor. A common occurrence at an enterprise level. Then see how BrightEdge can help you manage this task easily. Next see reporting and how useful it could be setting up dashboards and tracking results. Finally, take a look at their advanced feature sets. If not for now, at least to see where these guys are headed. Self-automating SEO, as a future state. Then ask how you can live without them.
What problems are you solving with the product? What benefits have you realized?
Keyword tracking, reporting, analysis, research, competitive research, technical SEO, site performance, global optimization, and trended results over tine. Ultimately, I use BrightEdge to assist me and help me obtain the SEO goals I have set to achieve. When you ask if a tool is worth it, you have to look to see what contributions is makes to your overall SEO success. Or better stated, how can this tool help me accelerate the path to proficiency. I increased kw's ranking on Page #1 by 30% in year one and at 5% in year two with associated levels of traffic and conversion improvements. Clearly, BrightEdge has helped me to deliver.