Ranking Dropped Off for HOMETOWN + BRAND

[LocalSEOLady]

I work with a number of local businesses that generally rank well for the query "HOMETOWN + BRAND." The brand is not the business name. In late August, three of these businesses (all located in the same large US city and owned by the same parent company) stopped ranking for this important keyword. They were all in pos. 1 before., and now they're not on the first 5 pages. There are no issues or errors recorded in Search Console, rankings haven't shifted dramatically for any other keywords and the GMB listing is fully  filled out and completely accurate.  I'm banging my head trying to figure out how to fix this issue and start seeing my page 1 rankings again.

Also, I'm not sure if it's related but I have seen a significant increase in organic traffic from a city within the same state that's about 3.5 hours away.  I thought maybe there was something on the sites telling Google they're located in the wrong city, but I'm not seeing anything.

Any suggestions or ideas? Any help would be extremely appreciated!