I've started to make some good progress for a client after sitting stale for a few months. My keyword is say "Chicago plumber". It's currently ranking #15. But "Plumber Chicago" is ranking #60. Usually when I have keywords like this they are pretty close to each other since they are pretty much interchangeable and for the most part that's how Google sees it. I guess I can build more links for "Plumber Chicago", but isn't it a bit weird how big the difference is?