According to Google, the bulk of the clicks generated for local business come from the Google Maps pack, which consists of the top three listings in your geographic area and makes for around 40% of all clicks. Compare the results from the local pack signals with organic listings which are responsible for about 30% of all clicks and a Google ad at the top of the page, which accounts for about 10% of all clicks. If you have all three of these things in local packs, you’re beyond the pack and in a position to control up to ~93% of all clicks for a given local keyword because of the above-the-fold placement, setting your business apart from others in your community and allowing you to broaden your reach. As voice searches become more prominently used, the use of local keyword research to find out what people in your area are looking for becomes even more crucial, as well as SEO tools like Moz’s local SEO evaluation tool, which can help you evaluate your business’s performance relative to others in your niche.