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Weird thing is, it's a blast. Kinda addictive. Wordtracker by itself can keep me occupied for hours.
Beware! Be sure that you and your employer agree as what your main role in the firm is. Addictions to things that are, ultimately, peripheral to the job can have painful consequences.
But yes, I feel your joy at discovering how far even a little knowledge can go to improve a totally unoptimized site. Last month it was nowhere to be found, today it is on page two, and after the last few optimizations you made it will be on page one next month! Life is good.