How will the comparing of SERP with the competitors help customer's website for optimizing?

Search Engine Rank positions comparison with Competitors
The Elite Site Optimizer Comparative Ranking Report helps the users to keep track of the competitor's web page and compare with that of our web page constantly for any given keyword

If the competitor's page is improving in Rank position, then we can understand that it has some good organic traffic for this page and driving more visitors to web page. 

Then we can identify the issues related to the keyword optimization, content optimization, link optimization methods to improve traffic to the page and improve the ranking.

If we are performing good than the competitors then we can keep an eye of the competitors not to surpass us in rank for that keyword and make efforts to improve traffic to the web pages related to that keyword.