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Having "wicker" in the domain is only one small ranking factor of 200+. Although they used to be ranking higher, a drop in rankings could be due to a number of different factors, especially if you are talking a few years ago or more. There have been many Google updates that could have had an impact on your client's site.The first thing I would do is a competitor analysis on the top 3 ranking business that are showing up in the SERPs you want to show up in. Some of the following questions and comparisons would be a good starting point. How Many Domains Do They Have Linking To Them? What are their top 5-10 backlinks? How Much Unique Content Do They Have On The Page Ranking? Is It Well-Written & Structured with Pics and/or Video? What Is their Meta Title (What you click on in the SERP)? How Close Is the Keyword To The Beginning of Their Title? If Attempting To Rank Locally.. What is Their Moz Local %? (https://moz.com/local/search) How Fast Does Their Website Load? (I like using Pingdom and Pagespeed Insights for this) Compare those answers with what you see for your clients website and I am sure you will see some areas for improvement, but it will also give you very good goals as far as content creation, link opportunities, technical SEO edits, and more.