A local dentist in a major US city ranks on page 3 for the coveted dentist in [city] keyword, resulting in 4% of organic traffic to their domain. Branded keywords within the same data account for ~55%.
Interestingly, geo-modified keywords for TMJ command the #1 and #2 positions, accounting for ~19% of organic traffic. TMJ specialist [state] nearly ranks on the first page itself.
How come? Diagnosing & treating TMJ is a common dental service offered across the country. Nor has this site arranged its architecture to focus on the TMJ page. It does, however, have a referring domain profile pointing to this URL rivaling that of the Home page:
Local businesses would be wise to consider the competitiveness of the keywords behind their products and services, and to which of these pages they direct their link building efforts.