Texas Instruments is putting roughly $30 billion and about 3,000 jobs into Sherman. GlobiTech adds another $5 billion and around 1,500 more. Those are big numbers for a city of about 48,000.
Here is what that means for your business. Every person who takes one of those jobs arrives without a dentist, a mechanic, a vet, or an opinion about where to get barbecue. They have no loyalty to anyone yet, because they have not been here long enough to build any. When they need something, they will open their phone and search for it.
Whoever ranks on that day gets the first appointment. And first appointments in a service business tend to become the second and the third. The businesses that sort out their search visibility before the move-ins peak will spend the next decade collecting customers who never seriously considered anyone else.
There is also a quieter reason to care. Sherman is the Grayson County seat, so people in Howe, Bells, and Tom Bean search for services "in Sherman" even when they live twenty minutes out. You are not ranking for a city of 48,000. You are ranking for the county's default answer.