Know how well your preferred keywords are tracking in Google
Know how Google sees you and how they see your competition
Included in your monthly report is a section which details how well your keywords are tracking in Google, and who your biggest competition is.
If you are paying for S.E.O, this gives you a simple view of how well your S.E.O provider is doing.
If you are not paying for S.E.O, this gives you the opportunity to adjust the content on your website to improve your rankings.