"Sehm-rush" or "Ess EE Em Rush" - either way, it gets the job done!

Semrush is not perfect, but in my experience, it's the one-size-fits-most SEO tool I would recommend to almost anyone (who works on a team/does not mind upgrading to a paid version). It's great for diverse teams - there are features that are basically plug and play, like the Content Marketing tools, that may be good for some team members, while more experienced SEOs can find a lot of value as well from research tools like the Domain Overview tool to take a deep dive into competitors. I'd say research and tracking functions are where Semrush shines. The reporting features will get the job done, but a lot of the data views are much more restricted in the generated reports than they are in-app, which I found annoying. I got a lot of questions in meetings about what some reporting data meant because the options were limited - ie, a "competitor organic performance" metric that was only month-over-month, and super vague, whereas in the app you could look at week-over-week, drill down on metrics, etc. The free version is just okay. I recommend this more for someone whose team is willing to pay for at least the Business level. A lot of the better, more unique functions, like Position Tracking for more than 10 keywords, costs more.