It can be. With SSL much of that data is no longer exposed as it once was and even if you use the google webmaster tools, they don't show all keyword data. Personally speaking if you are trying to rank I would suggest an invesmtent in SEMRush, Ahrefs, Moz, etc. over the Hubspot tools as those tools go much further to help you understand what is ranking and bringing in traffic to your site.
It can be. With SSL much of that data is no longer exposed as it once was and even if you use the google webmaster tools, they don't show all keyword data. Personally speaking if you are trying to rank I would suggest an invesmtent in SEMRush, Ahrefs, Moz, etc. over the Hubspot tools as those tools go much further to help you understand what is ranking and bringing in traffic to your site.