Client Showing at top of Google Map pack for major keywords, but not on rest of front page. Why? earn by blogging adsense income

I have a charity client (in a very competitive market) showing, almost invariably, at the top of the Google Map pack -- for their major keywords, whether localized or generic (ie, for both "plumber nj" and "plumber"). They also show in the top 5 organic results --but only if I add the "nj" or other localization.

To be clear: These are LOCAL searches, done from the client's own city.

However, when I use a generic (non-localized) keyword, (such as "plumber" without the "nj") they don't appear on the front page at all organically -- but their competitors (who aren't from the client's city) do. And yet my client continues to dominate the Maps listing.

Any idea what I'm missing? The client has strong local backlinks, proper Schema, etc.

If the above isn't clear, please let me know.

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