The city limits are not the market
Duncan is the smallest city in Canada by area. The whole municipality is 2.07 square kilometres and held 5,047 residents at the 2021 census. North Cowichan, with 31,990 residents, wraps completely around it, and people living close to the city line routinely use Duncan as their mailing address. The regional district altogether holds 89,013 people across 3,472 square kilometres, spread over four municipalities and nine electoral areas.
So a Duncan business is almost never selling to 5,047 people. Its address, its municipal boundary and the way its customers search are three different things, and somebody searching from Cobble Hill does not phrase things the way somebody in Chemainus does. We set the service area content and internal linking against the real catchment rather than the city limits.
On Cowichan Valley sites that is usually the single biggest fix available.