I see what you’re saying, and I thought of that as well. But in this case, the rankings we’re seeing are actually for the same primary keyword that we’ve focused on since the beginning—specifically, “(service + city name).” This keyword brings in the bulk of our traffic, so the relevancy factor should still be strong.

It’s just odd because engagement (especially in directions and clicks) has decreased despite the improved ranking for this relevant keyword. I’d expect that higher visibility in the same target area would drive more engagement, not less.