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Thank you for such an encouraging and supportive answer, we all really appreciated reading your thoughts. We have actually focused on content a lot in the last 12 months for exactly the same reason you've mentioned (you can see our pretty active, health and therapeutic treatments focused blog here: https://www.themassagerooms.com/blog) and that has definitely helped. But what is most concerning is that we still seem to very largely lag behind many of the other smaller competitors in terms of key keyword SERPs (like the ones you mentioned), even though we have much more content, better DA, great Google LightSpeed scores, etc etc. What I mean to say is that we completely agree with all that you have said - and will also take on board your Local points - they are all very sensible in from an absolute perspective. But we are still confused as to why sites like massagejoy.co.uk, massagepeoplelondon.co.uk and even ubermassagelondon.co.uk ... all of which have lower DA, less content, less good quality links in etc (the last one has a DA = 1 , hardly any content and according to Moz not a single external link in!) rank better than us? It just seems to smell very strongly of something slightly askew and we have no idea whether we can somehow get someone in the know at Google to investigate?