Map-pack rank #4-7 instead of top 3
Only three pins show in Google's map pack before a searcher taps 'More places', and BrightLocal's click-by-rank data shows the overwhelming share of local-pack clicks stays inside those three. Everything below splits what's left. As a purely illustrative example: at rank #5 in a market doing 2,400 monthly searches, with an assumed 12% close rate and a $400 average ticket, the gap between your position and the top 3 runs to five figures a month in pipeline. Your real numbers are what the report is for.
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