The Delta market, specifically.
Delta is farm country's county seat: around 9,000 people in town, orchards and row crops around it, and a trade area that stretches across Delta County from Cedaredge to Hotchkiss. Search behavior here is practical and radius-wide: equipment repair, well service, propane, veterinary, auto.
And searchers expect to drive, so your service area settings and the towns you name on your pages matter more than in a compact city. A Delta business that lists its real coverage (Delta, Cedaredge, Orchard City, Paonia) captures searches a bare profile never sees.
Competition-wise, Delta is the softest market RankFrost serves. Review counts are low, most business websites are old or absent, and almost nobody is doing local SEO on purpose.
That cuts both ways: a small, consistent effort (complete profile, a handful of fresh reviews, a website that answers real questions) can take a Delta business from invisible to the obvious choice in months, not years. The bar is low; step over it before a competitor does.