These reports show where your website is positioned in the search engine result page, for each of the keywords you are tracking. Measuring and tracking your position allows you to see how well your SEO efforts are working.
If you've ordered the competition report, you will see the same information about them. If your competition is ranking well for a specific keyword, you'll know they are doing something right. If they are not, then you have an opportunity to take advantage in an area of search results, where they are not visible.
There's a keyword that I like and I don't show up in the first 30 listings. How do I find my actual ranking?
Use the “Advanced Search” at Google and set it to return 100 results per page. Perform a search using your desired key phrase. Now press Ctrl+F on your keyboard for Find and find your name/website. If necessary, go to next page of results until you find your website.
Why do you only report the top 30 results?
Research shows that Internet users rarely will review more than 3 pages of search results before changing their search criteria.