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Best Paid SEO Tool - what's your favorite, and why?

Interested in your thoughts on the best SEO tools. I'm sure an existing post exists about this, but I couldn't find one when searching through this sub.

My org currently uses Brightedge. I've found their tracking capabilities to be top tier (with high-quality local search tracking), but it's weak in most other areas (backlink analysis, keyword search, site auditing) and has terrible UX. It's also v expensive. I'd like to switch platforms, but I'm looking for opinions on both Brightedge and its top competitors before we make the switch.

As an outsider, it looks like SEMRush has the most features, but Ahrefs has the best backlink tracker and Ahrefs/Moz are about equal in keyword research.

Calling all SEOs: what is your favorite SEO platform and why? Interested in real-life opinions - Internet articles on the subject are v helpful, but I never know what's paid promotion and what isn't. Please dump your opinion on me.

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