To get the best results, we need to focus on each individual location. One of the primary reasons is because of the proximity ranking factor, which determines a search query based on "how close" the searcher is to the service provider.
Recent Google updates have placed a greater emphasis on proximity and also tightened up service areas making it more challenging to complete in larger markets. By individually optimizing and working on each location, we improve the overall ranking in each service area while also positively influencing the user experience with localized content.