When you are ranked #1 for a search phrase you get all kind of benefits. You also get about 40% of all the clicks for that search. It seems logical that being #1 for many less competitive searches may well be far more effective than #10 for highly competitive search. If Google identifies a search that is local, and you own the #1 ranking, your business profile gets displayed. You can display product images, reviews, directions, opening hours, shop video clips, and introduce yourself, your store, and your services offered. It gives you a huge advantage in web presence over you direct competitors