The top 10 is good as much as it allows the winners to put some pixels on their page, however there is no reward in real terms.
In the past there has been no real reward for the top tier competitive players in FIFA (focusing on Ultimate Team), however the introduction of a new tournament system (FUT Champions) enabled the experienced and good players to earn in-game currency by playing (and winning) and the game consistently (whilst also encouraging the lower quality players to work on their playstyle). From my experience, this has encouraged many players to put more hours into the game in search of premium rewards, and has also made the scene much more competitive. In addition, it enabled players without the backing of a stacked bank account to create clubs of a similar prestige to those investing heavily in the game.
How can this case-study be applied to Travian, though? Well I suggest one possibility (with plenty of opportunities for development):
Have actual rewards for getting in the top 10 (both inconsistently AND consistently). Currently is there enough of an incentive to put that extra 5% in to make the charts? If a player was maybe 5 or 10 population points away from the top 10, then would they consider golding up a building or two to get there? Probably not - unless there was an actual reward (resources, in-game currency, 5% off their next purchase...).