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If you’re still getting students from Google Maps, you’re not in crisis. That’s honestly the main battlefield for a local business like yours.
Forcing “guitar lessons + city” into every blog post is more outdated than dangerous. Google’s smarter now. One strong, well-written service page for “Guitar Lessons in [City]” will do way more than sprinkling the phrase everywhere.
Your old theme could matter if it’s slow or clunky on mobile. That’s worth checking. And your competitor ranking without the keyword isn’t weird. Google looks at overall local trust, reviews, links, and site quality, not just exact phrases.
If it were me, I’d focus on one killer local page, keep your Google profile sharp, and maybe modernize the site a bit. The fact you’re busy is a good sign.
