If you’ve been in the internet marketing industry for awhile, you know SEO tools are a dime a dozen.
They all promise to help you rank, build backlinks, and give your online business a traffic boost.
Just take a look:
A simple ‘SEO tools’ Google Search generates an endless amount of options.
Unfortunately, a lot of these tools don’t deliver on their promises. And as a newbie, it can be downright difficult separating quality tools from those merely selling false hope.
In this article, I review SEO PowerSuite and see whether it lives up to the hype.
Table of Contents
- 1 What Is SEO PowerSuite?
- 2 1. Rank Tracker
- 3 3. SEO SpyGlass
- 4 4. LinkAssistant
- 5 SEO PowerSuite Support & Documentation
- 6 Pricing: Is It Worth It?
- 7 Conclusion
What Is SEO PowerSuite?
SEO PowerSuite (created by Link-Assistant) is a software package that includes the following 4 applications:
- Rank Tracker
- Website Auditor
- SEO SpyGlass
Collectively, these applications are designed to help you with different areas of SEO and website management (i.e. rankings, on-page, backlinks).
Now I’m going to give an honest review based on my true experience using the respective tools. I will show you the value of each tool, give my opinion, and let you decide for yourself if SEO PowerSuite is worth the price.
Let’s begin with Rank Tracker.
1. Rank Tracker
When it comes to SEO, conducting keyword research and checking rankings is a must. You can either do this process manually or let Rank Tracker:
- Search and compare rankings in over 300 search engines
- Check rankings for hundreds of URLs and keywords
- Track your competitors
- Create customisable reports
Rank Tracker’s main appeal therefore is to save you time while providing great results.
Here’s exactly what the application offers.
What Can Rank Tracker Do?
- Provide deep insights into search engine rankings
- Identify the most profitable keywords for your SEO campaign
- Deliver professional ranking and traffic reports
- Generate traffic stats directly from Google Analytics
- Easy and convenient data management
- Flexibility and ease of use
With this knowledge, the promise is you’ll be able to identify profitable keywords to target and figure out how well you’re ranking for your respective keywords.
Now, let’s dive deeper into the application and see if it actually fulfills its promises.
Rank Tracker In-Depth Review
Below we analyze Rank Tracker according to its performance, ease of use, and value for money.
The main purpose of Rank Tracker is to check your rankings and help you conduct keyword research.
In terms of tracking your rankings, the tool does an exceptional job. It’s honestly one of the best rank tracker tools we’ve used. There’s a few reasons why we think so:
The rankings are accurate
Without accurate rankings, the tool would be useless. We double checked the ranking offered by Rank Tracker and found the results are pretty accurate.
Rank Tracker tells us our post www.cloudliving.com/examples ranks number 1 on Google for the keyword ‘amazon affiliate websites'.
We double checked to see if this is true (it is):
You can track rankings from virtually every search engine. From local search engines to even sites like YouTube, Rank Tracker solves all your ranking needs.
You can even add custom parameters to personalize SERP results as seen by users browsing Google with a specific location, language and other customization settings.
For example, if you want to check your US ranking, go to Preferences >> Preferred Search Engines >> Hover next to Google and click on Add Custom.
Then use the settings below:
Lets you see which pages are ranking
By entering your keywords, you get a clear indication of which pages are ranking (and which ones aren’t). This lets you know where you should devote your attention.
Track SERP Features
Rank Tracker lets you track various SERP features. This is becoming more and more important these days because gone are the days where you only had to focus on the top 10 results of a search engine.
Nowadays there’s additional SERP features that if you can rank on, you can reach more users and ultimately generate more traffic and sales. With this tool, you can collect data on these SERP features and see how your site is performing.
Below are the 15 Google SERP features it provides data on:
Here’s the feature in action:
No keyword limits
Unlike other cloud-based rank tracking tools, you can insert an endless amount of keywords. Keep in mind, the more keywords you enter, the longer it’ll take for Rank Tracker to pull up the data.
Whenever you enter your keywords to check your rankings, you can see your past history. Did your rankings go up or down? Rank Tracker will be able to tell you. I love this feature because it’s a great way for measuring the true results of your SEO efforts.
In addition, Rack Tracker also keeps a SERP history so if significant ranking fluctuation happens you can quickly see who the winners and losers are.
This will help you gain valuable insights on which is working at the moment.
Google Analytics compatibility
Rank Tracker connects with your Google Analytics and lets you see how many visits you got for your respective keyword.
Pretty fast results
A problem with most desktop-based rank tracking software tools is it usually takes a VERY long time for the application to scrape search results and present the data to you.
Surprisingly, Rank Tracker is pretty darn fast.
Obviously, the more keywords you have, the longer it’ll take.
Nonetheless, it’s still one of the fastest rank tracking tools out there.
One great feature available in all SEOPowersuite tools is the Scheduler which lets you run certain tasks regularly on a specified date and time, so that you don’t need to manually initiate the task everyday.
To set it up tracking, go to Preferences >> Scheduler.
Add a new task then choose the task you want to perform.
Note: The tasks will be different depending on the tool you’re using.
For example, here’s a list of tasks available for Rank Tracker.
Keep track of important events
You can use this feature to keep track of important events or changes that might influence your site’s rankings.
For example, you can add a new event when:
- Google releases a new update.
- A new backlink goes live.
- Launch a new web design
These events will appear on your rank progress graph making it very easy for you to see how each change you make affect your rankings.
With that said, there are still a few ways we think Rank Tracker can be improved.
Areas of Improvement:
In addition to tracking rankings, Rank Tracker also offers you the ability to conduct keyword research.
At first glance, it seems like a very well built keyword research module with all the important features you could find in current top-rated keyword research tools.
But after more thorough tests, we concluded that it still has some flaws that prevent it from being effective.
However, if these are fixed, we honestly think this could be the most affordable yet most powerful keyword research tool currently available on the market.
Let’s me show you how it works.
You start off by clicking on Keyword Research on the left sidebar.
On this screen, there are 5 main actions you could do.
1. Suggest Keywords
This is a very powerful feature to help you quickly generate thousands of keyword ideas.
You’ll be able to choose from a list of 19 different methods to generate long-tail keywords from your seed keywords.
Some of the best ones are:
- Google Adwords Keyword Planner
- Google Autocomplete
- Google Related Searches
- Google Search Console
- Google Analytics
- Semrush (require paid account for API)
2. Add Keywords
This is pretty self explanatory.
You can add your own keywords to analyze using the tool here.
One great thing is that you can add tags for better filtering and categorization later.
3. Update SEO / PPC data
Rank Tracker can pull keyword search volume data from Google Keyword Planner for you.
But as of June 2016, Google no longer displays exact search volume data for free users.
Instead, they just show search volume ranges.
Unlike Ahrefs or KWFinder, Rank Tracker doesn’t use an alternative database to get exact search volume data for each keyword.
This is the biggest flaw that makes Rank Tracker’s keyword research module unusable because the ranges aren’t useful for determining the true value of a keyword.
4. Move to Another Keyword Group
This allows you to categorize your keywords by group.
5. Move to Target Keywords Module
And finally, when you find a keyword that you’d like to analyze even further, you can click this button to add it to the Target Keywords list.
You can navigate to this list by clicking on Keyword Map.
In here, you can dip deeper into the top 10 competition for every keyword by clicking on Update SEO/PPC data and choosing keyword difficulty.
Once you do, you’ll see your keyword difficulty scores (this feature is quite similar to Ahrefs KD and KWFinder DIFF score).
In fact, it looks like RankTracker is trying to do something quite similar here.
However the problem is they use their own database of backlinks to calculate their metrics such as Keyword Difficulty Score, but there’s no public research that says their number is correct, nor do we have enough experience with this tool to verify the numbers ourselves.
As a result, this is the second biggest flaw with RankTracker (the company should publish more information to prove their keyword difficulty score is accurate and reliable).
2. Ease of Use
I was quite surprised at how easy Rank Tracker is to use. It has to be one of the most user-friendly rank tracking tools you’ll ever find. All you have to do is:
Enter the site you want to check.
Connect to your Google Analytics account if you’d like. If you don’t want to, you can simply click Next and it’ll skip this step for you.
Pick your search engines.
A cool feature is you can choose from an endless amount of search engines.
Just click ‘Add More Search Engines’ and you’ll see their full list - this is great for seeing how your localized keywords are ranking.
Tip: Remember to custom parameters as mentioned above to get accurate rankings for the location you want.
Enter your keywords.
Let rank tracker do all the work (it usually takes a few seconds for them to bring back the data).
Once done, you can analyze your results. And use this information to double down and improve the pages that are generating high rankings.
Do We Recommend It?
If you’re looking for a reliable, proven tool for measuring your rankings, you can’t go wrong with Rank Tracker. It’s perfect for one person, but if you have multiple people in your team, you will need to buy additional licenses.
Doing so will still be more affordable than most cloud-based tools because Rank Tracker lets you track unlimited keywords and all team members can use the software on the same cloud project.
As a result, we highly recommend it for keeping tabs on how well you’re ranking for your respective keywords.
In terms of conducting keyword research itself, you’d probably be better served using Ahrefs or KWfinder. And then plugging those keywords into Rank Tracker to measure their rankings.
2. Website Auditor
Website Auditor is an application that focuses entirely on on-page optimization & analysis.
In short, it lives up to its name and audits your entire website for you--revealing key SEO factors that you should improve to give your site a boost.
What Can Website Auditor Do?
- Run comprehensive audits of your website and identify On-page SEO issues.
- Optimizes the content of every page of your website
- Builds Google XML Sitemaps
- Creates and manage robots.txt files
- Boosts productivity with top-notch optimization reports
- Customizability and flexibility
Website Auditor In-Depth Review
In terms of auditing your site’s on-page SEO, Website Auditor does an amazing job. Here’s why we love it:
Provides a very comprehensive SEO audit of your site
it takes into account every on-page aspect of SEO and provides a full, comprehensive report on how your site stacks up.
Huge time saver
If you have a site with a lot of pages and information, it would take WEEKS on end for you to conduct a complete SEO audit by yourself. In fact, it would be quite stressful and frustrating.
The great thing about Website Auditor is it does all this work for you. And presents the results to you, quickly and easily.
Gives you clear & actionable recommendations
This is a huge help, especially for newbies. It breaks down what’s wrong with your website, why it’s important you fix it, and actually shows you how to do it.
Optimize every page on your website with Content Analysis
It’s the one feature we use the most. Reason being is you can add any page to this feature and see how well it’s doing in terms of on-page SEO in comparison to key benchmarks.
Here’s how it works:
Click Content Analysis.
Click Add Page. Once you do, every page from your website will be shown. Choose the one you want to analyze.
Then enter the keywords you want to analyze your content for. Once you do, hit finish. And let the tool go to work.
You’ll be able to see how well the page is doing by clicking on Page Audit. This is extremely helpful because just by fixing some of the issues here, you can quickly improve your on-page SEO.
Content editor is quite handy as well.
You can make changes directly to your content, and see how those changes improve your page's SEO scores.
However, keep in mind, this is just to quickly see how changes to your site’s content affect your on-page optimization score.
After you’re happy with your optimization, you still need to make lives changes on your site in order for visitors and Google to see.
Lastly, the TF-IDF is super good. If you’re not familiar with TF-IDF, it’s basically a tool that measures the prominence of your respective keyword on your competitor’s pages.
It gives you a MIN, MAX, and AVG indication of your keyword count within your content. As a result, you can see how you shape up to your competitors - and determine whether or not you should use more or less keywords in your content.
For example, if your TF-IDF score is less than your competitors, you’ll know you should use more keywords. And vice versa.
Ideally, you want to use this tool to make sure your most important keywords are within the recommended levels.
By following Website Auditor’s recommendations, your content will be more topically optimized for chosen search queries and have a much higher chance of ranking high in the SERPs.
Just for comparison, Market Muse’s lowest plan starts at $500 month with a minimum 3 month contract.
You can get the same functionality with Website Auditor at the price you can actually afford.
This is a really great feature and we’re actually incorporating it into our internal content optimization process.
It’s still early to tell if it’s gonna help a lot with ranking but we’ll keep you updated.
Areas of Improvement:
Very long load time
I’m not sure if it was just my computer, but Website Auditor took a VERY LONG TIME to present the results to me.
Now, this is understandable, considering it goes through your entire site and provides a comprehensive audit. It should take long (so maybe I’m just super impatient). But it took approximately 20-30 minutes to gather the data.
Free version doesn’t provide a lot of data
That’s understandable. You get a rough overview of your site audit, but in order to see the specifics you’ll have to upgrade.
2. Ease of Use
The usability is very similar to the other applications. All of the tools in the PowerSuite have pretty much the same user interface, making things quick and easy to set up.
To get Website Auditor working, all you have to do is:
Enter your website and click finish.
Then wait; this bar on the left will tell you the progress of the audit.
Once done, click on Site Audit. Here you’ll see a comprehensive snapshot of your site’s audit. You’ll see where your site is excelling and where it needs improving.
If you’re not sure what any one area means, simply click on it. And you can read up on why it’s important to solve the respective issue.
You can click on each area to dig deeper. For instance, the site audit for Cloud Living tells us we have 421 broken links.
If I click on this, I can see which links are broken (have to upgrade) as well as read up on the importance of getting these links fixed.
You can do this for each SEO on-page factor; it’s great especially for newbies who aren’t fully aware of all the different on-page optimization strategies and tactics required to rank well.
Do We Recommend It?
What I love about Website Auditor is it’s actually a great tool for BOTH SEO newbies and seasoned vets. Usually tools that are great for professionals, aren’t really useful for newbies. And vice versa.
But this application is an exception. I highly recommend it if you have a well-established site and you’re looking to improve your on-page SEO (you’ll save a BUNCH of time).
Now with that said, if you’re just starting out and you hardly have any content on your website, you can do without this tool. Sure, it’s helpful. But there’s not much of an audit to conduct for you.
Instead, you’ll be better served just learning up on the basics of SEO and making sure you nail them while you get your site up and ready.
Once you have a well-established site, I definitely recommend using Website Auditor to review and improve your SEO scores.
3. SEO SpyGlass
SEO SpyGlass is the third tool of SEO PowerSuite; it focuses on researching links and gathering intelligence on your competitors.
If you’ve been a reader of Cloud Living for awhile now, you know the importance of building links.
In short, every link that points to your site is helping build your authority and ultimately your rankings.
Therefore, the question a lot of folks have is “how can you build links that’ll generate the biggest results and help you rank?”
One answer is you can research your competition and see where they’re getting their links from. By doing so, you can conduct outreach and hopefully start generating links from similar sources as well, so you too can start ranking high for your respective keywords.
This process of researching your competition and finding their backlinks is best performed via a tool.
And that’s what SEO SpyGlass promises to do for you.
Features: What Can SEO SpyGlass Do?
- Finds all backlinks pointing to any website
- Spies out your competitors’ link building secrets
- Spots traffic-generating backlinks
- Identifies potentially harmful links
- Generates clear backlink reports
SEO SpyGlass In-Depth Review
The main job of SEO SpyGlass is to spy on your competitors and see where they’re getting their backlinks from.
Here’s what it can do:
Pull backlinks from various sources
With any backlink tool, however, it’s important to see how it stacks up to the other tools in the marketplace.
As a result, we did a side-by-side comparison between SEO SpyGlass’s Webmeup tool, Ahrefs and Open Site Explorer to see which tool generated the highest number of backlinks.
We ran cloudliving.com through the 3 tools. Below are the results:
Ahrefs - 449 unique domains
Webmeup - 385 unique domains
Open Site Explorer - 81 unique domains
As you can see, Webmeup came in 2nd place and found about 80% of the backlinks that Ahrefs did. This isn’t bad. And quite frankly, this goes to show the large amounts of data that SEO Spyglass pulls from.
In addition to Webmeup, the tool can also pull backlinks from Google Analytics and Search Console as well.
This is a unique feature because no other tool on the market can currently do this.
As a result, once you combine backlink data gathered from Google Analytics and Search Console you can get a very good comprehensive outlook on the true backlink performance of your website.
Analyze Backlink Quality
With SEO SpyGlass, you get to see a collection of all your backlinks alongside important SEO factors so you can easily judge the quality of the link.
You can update these SEO factors by clicking on ‘Update InLink Rank’ and choosing what you like.
One cool feature is Penalty Risk. By clicking on it, you can identify harmful backlinks by seeing how risky a backlink truly is.
In addition, we also like the Backlink Traffic feature because it connects with Google Analytics and shows us which backlink is sending us traffic.
One important thing to point out is SEO Spyglass uses two main metrics to evaluate backlinks:
They claim to use the public formula that Google uses to calculate the old Pagerank.
When I asked support more about their metrics, they also provided very generic answers. So there’s really no way to currently verify how accurate these metrics truly are.
Compare backlink profiles
You can also compare backlink profiles with up to 5 other sites.
To do so, click on ‘Domain Comparisons’ and ‘Add Domains’.
Once you do, enter the sites you want to compare.
And you’ll see a side-by-side comparison of how you stack up with the competition.
This is super useful because you get to compare your domain with the competition on a variety of different factors. Everything from text links to dofollow backlinks to Domain InLink Rank.
Areas of Improvement:
It’s much quicker to generate results via other tools such as ahrefs. SEO SpyGlass is a lot slower.
- Un-proven SEO metrics - There is no public research about how effective their metrics are at measuring the power of root domains and URLs. If the team could do this then these tools would become extremely useful and a complete bargain for the price.
2. Ease of Use
Again, usability like for all of the other tools is top notch. It’s pretty much the same process. However, SEO SpyGlass is even easier to use than the other applications.
It just involves a few clicks and you’ll have your list of backlinks.
Here’s how to get started:
Enter the URL you want to analyze.
SEO SpyGlass will get to work and produce a list of backlinks.
You can also compare domains, a useful tool for seeing how you measure up to the competition.
Do We Recommend It?
When it comes to backlink explorer, Ahrefs is still the #1 tool on the market.
However, it does come with a premium price that not a lot of people can afford.
Although SEO Spyglass doesn’t beat Ahrefs in terms of performance, it’s still a very good tool with a large backlink index than other competitors such as Open Site Explorer.
When you compare the price, SEO SpyGlass is also a lot cheaper than Open Site Explorer
Therefore if you’d rather not fork over the high monthly price for Ahrefs (the gold standard of backlinking tools), SEO SpyGlass is a very good second choice.
Great affordability and performance make it a decent tool.
LinkAssistant is designed to help you conduct outreach and build links. You simply enter your website and you’ll be presented with a list of potential link building opportunities.
- Finds loads of valuable link opportunities
- Easily qualifies your link opportunities
- Lets you manage your outreach campaign from one place
- You can even send emails from the app itself
- Monitors your backlinks over time to make sure they’re still live
- Custom link building reports
LinkAssistant’s job is to live up to its name and help you manage every aspect of your outreach link building campaign. How well does it do? A pretty good job. Here’s why:
Super fast & easy for prospecting
One thing I’m always looking for is how easy is a tool to use for a complete newbie.
In this case, LinkAssistant is one of the most user-friendly tools out there (that can be said for SEO PowerSuite as a whole).
They really do a great job at presenting a clean user interface, and make things super easy.
Here’s how to find prospects:
Once you’ve entered your site, you need to click on “Look for Prospects” or “Add” to add manually.
If you click on look for prospects, you’ll be presented with a bunch of different types of link building opportunities such as:
- Guest post
- Or you can do custom search using your own queries
After you select your prospecting method, you’ll be asked for specific keywords you want to focus on.
For the purpose of this test, I entered just one keyword ‘SEO’ because I wanted to see how quick the tool is.
After clicking finish, I had to wait 4 minutes and 12 seconds before LinkAssistant finished gathering a list of prospects.
This was surprisingly pretty fast - I thought it would take much longer (keep in mind, I only used one keyword. The more keywords you use, the longer it will take).
I was presented with a total list of 146 prospects.
This was a pretty healthy list of prospects, with a mix of larger sites and smaller ones. Depending on your keywords, you’ll get a few irrelevant prospects.
For instance, a few of the prospects were YouTube, forum based, or freelancer websites such as UpWork.
But if you can mine through the list, you’ll find some good gems that you may have previously never found.
As a result, I think the tool can be pretty helpful for prospecting, but a lot of the prospecting methods in the tool are outdated so I’d suggest you use the Custom Search Feature to add your own search queries.
Lets you conduct outreach from the app itself
LinkAssistant gives you the option of connecting your email to the software so you can send and receive emails directly in the application.
This is a cool feature because you can take care of your entire outreaching process in just one application.
However, we personally think Gmail is a lot better because it’s cloud based and much faster.
2. Ease of Use
Very easy to use! The beauty of SEO PowerSuite as a whole is it’s set up with newbies in mind.
You can tell they invested great care and resources into making each tool as user friendly as possible. And LinkAssistant is no exception.
It pretty much follows the same interface as the above tools. You enter your URL, let it analyze the results for you, and from there you can view your link building opportunities, analyze backlinks, and send outreach email.
Do We Recommend It?
Link Assistant does what it promises to do but we still prefer using Google Spreadsheets, Gmail and Mailshake to manage our link building campaign.
Because unlike rank tracking or doing SEO audits, executing an outreach campaign usually involves multiple people doing each step of the process and it’s just so much easier and faster to corporate in a simpler cloud-based system.
That said, LinkAssistant might be good for prospecting as it has powerful features to check prospect quality.
However, for the actual tasks of sending emails and tracking results we don’t think the software is necessary.
It might be a powerful system 10 years ago but nowadays it’s no longer as effective.
Now that we’ve covered each tool in detail, let’s talk about SEO PowerSuite as a whole.
Below we discuss their level of support, documentation, pricing, FAQs, and provide an overall conclusion on the package.
Support & Documentation
To begin, one thing I love about SEO PowerSuite’s documentation is when you download their software, you also receive access to their ‘SEO PowerSuite Workflow.’
This 83 page PDF walks you through the main SEO activities required to help you efficiently organize your SEO process and achieve top rankings.
Why is it so awesome?
Because if you’re a newbie, you can get caught up to speed with SEO matters very quickly.
Better still, the PDF does a great job at walking you through, step-by-step how to use each tool. And generate the biggest bang for your effort.
It’s a huge time saver.
Plus, they also provide a collection of really good comprehensive videos that teach you how to use each tool. You can find the videos here.
In addition to the above resources, the team over at SEO PowerSuite also does a pretty solid job with their support.
They offer support free to all users, and it’s available 7 days a week.
We personally had an issue with making the Rank Tracker work and we jumped on a call with their support staff and he was able to log into my computer using Teamview and make changes to the settings and make the software work.
The support was very friendly and did a great job at helping us kick start the tool.
After surfing around the web, here’s what other customers had to say about SEO PowerSuite’s level of support and the software itself:
Pricing: Is It Worth It?
Now that we’ve covered the nuts and bolts of each tool, you must be wondering…
How much does this all cost?
SEO Powersuite offers quite a few options to cater to diverse groups of people.
- Free Version - This lets you try out each and every tool for as long as you want, only downside is you don’t get access to certain features and won’t be able to save your projects.
- Professional License ($299) - If you’re a one-man army or you have a small team, this is probably your best option. It lets you work with unlimited websites.
- Enterprise License ($699) - If you manage clients, you’re going to want to go with this option. Reason being it gives you all the perks of a professional license, but also grants you access to branded reports and lets you export stats.
If you don’t want all 4 tools, SEO PowerSuite also gives you the ability to purchase each tool separately.
Individually, each tool costs $124.75 for the professional version and $299.75 for the enterprise. If you do the math, it makes sense to purchase the tools individually if you only want 2 or less. If you want more, then you’ll save money by purchasing the bundle.
Also, it’s important to note that you can activate your license on multiple devices but only one can run the software at the same time.
So if you want to share access with your team, there are 3 possible options:
- Use the same license for all team members but only one person can use the software at a time. This would cause some inconvenience.
- Activate license on a VPS and share login access to the VPS with your team. This way you don’t have to close the software - just let it run on the VPS.
- The easiest way is to buy additional licenses for your team. SEO Powersuite offers 40% discount for additional licenses.
s this price cover updates?
One thing to note is search engine algorithms are constantly changing. So the question of any SEO tool is, “does it cover updates?”
In this case, SEO PowerSuite uses the term “search algo” updates to classify and roll out new updates.
Unfortunately, you have to pay for these updates.
The first six months are free, but after that you’ll be charged $8.33/month (or more depending on your license).
Overall, SEO Powersuite provides easy to use and effective tools to manage the entire SEO process.
In our opinion, Rank Tracker and Website Auditor are the best tools amongst the 4.
They provide excellent functionality at an affordable price and should be an essential part of anyone’s marketing toolbox.
For SEO SpyGlass, it definitely cannot beat Ahrefs, but still gets the job done on a very affordable budget.
LinkAssistant is a bit outdated and can be replaced with a similar cloud-based system.
Of course, you may think otherwise.
So we really recommend you hop on over to the site and download the software yourself and check out the free trial.