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Added lots of content for important keywords via Topic Cluster Model, and now we don’t rank at all for local search?
Posted by on March 3, 2026 at 3:14 pmMy parents local business is primarily driven by organic local growth. I noticed that we were ranking 3-5 in important keywords for the business, so I thought I'd try to improve it by using TCM and creating a lot of content, along with creating location specific pages for our biggest keywords, with unique content.
Now our site ranks really well when searching keyword + location, but now on the 2nd page of results when searching just the keyword.
My parents don't make a ton of money, and since I did this they aren't getting any sign-ups, but clicks have gone up dramatically.
Am I doing something wrong? More than happy to share the site privately.
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1 Reply
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Hi, just to clarify something.
a) Does the business operate in one locality b) did you created keyword + location content for locations outside where the business is based?
Because if so it sounds like the search engine prefers your localised pages (better match for user intent), so it ranks you for those instead of the more generic terms. There are then no sign-ups because people are landing from outside the area and wanted something more local to them.
If I have misunderstood please correct me.
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How long has it been? Based on your screenshot? It’s way too early to make any determinations. Wait another 2 weeks. Also, make sure you’re not creating thin content or duplicating content. You want want fewer pages focused on topics and going very in-depth. Not many pages that are very thin.
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Sounds like you diluted your local relevance by flooding the site with broad, topical content. Google’s now confused about whether you’re a local business or an informational hub. Those location-specific pages might also be cannibalizing each other. I’d consolidate the thin location pages, make sure your GBP is dialed in, and add strong local schema markup. Clicks without sign-ups screams mismatched intent, so you’re likely attracting informational traffic instead of transactional local searchers.
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You probably diluted your main page.
Too many similar pages = keyword cannibalization + weaker local signals. Google may see you as informational now, not local-service focused.
Clicks up but conversions down = lower intent traffic.
I’d consolidate pages and refocus authority on the main service page.
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Your target keywords are the ones with the location. Your topical authority should be about the service you offer at that specific location. Looks like you chose a broad keyword.
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