I like that we can do some of my own research to help us target what keywords would be best suited towards our website content. It was very helpful as it gave me an idea about how many people were searching each keyword so i could make sure mine matched up with their needs! There are certain aspects where you have no control over your rankings which makes things difficult at times. For example there has been times when we've had pages rank well only because they're new or haven't yet got any backlinks from other websites etc. Also sometimes if someone else edits out part of one page (or adds something) then ours will get penalised too even though its not really adding anything useful/relevant. We use this mainly just to see who's looking at our site - although now since Google announced Panda updates thats becoming less important.