ok
Ok what I am going to say might not be popular, but I find that tool to be stupid. I spent money and time on "SEO" tools and honestly I got nothing after all that time and money. Don't get me wrong a few basic rules do help but beyond that it's a mix of guess work and nonsense.
I say try to get features from big blogs and other ways of directing people to your shop. Because all these tools and advice is just nonsense.
One thing, and the only that really helped is the guide that GOOGLE put together on SEO and what helps directly from google. Otherwise don't bother.
http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0CJMBEBYwAA&url=http%3A%2F%2Fwww....There that's the official guide from google. I would not recommend any other tool or service.