Lincolnshire is one of the largest and most sparsely populated counties in England. Lincoln, Boston, Grantham, Skegness, Grimsby and Scunthorpe are separated by real distance and poor road connections, and no two of them share a market in any meaningful sense.
A business claiming to cover Lincolnshire is claiming something close to the size of a small country. Naming three or four towns you genuinely reach converts considerably better and is easier to rank for.
Agriculture and food production dominate
South Lincolnshire around Spalding and Holbeach is one of the most intensive food production areas in Europe, and the county as a whole carries a large agricultural supply chain — machinery, cold storage, packaging, agronomy, seasonal labour supply. These are business-to-business relationships, seasonal in a way few other sectors are, and almost entirely disconnected from local search.
If you serve agriculture, the content that works names crops, seasons and equipment rather than towns.
The coast is a summer economy
Skegness, Mablethorpe and the Lincolnshire coast carry a visitor economy with among the most extreme seasonal swings in the country. Businesses there earn a disproportionate share of annual revenue in a short window, which makes publishing timing critical — content for the summer needs to be settled by March.
Lincoln is the professional centre
Lincoln holds most of the county's professional services, the university and the cathedral visitor economy. It is the one part of the county where ordinary city-style local search behaves normally, and it is still lightly contested by national standards.
RAF and defence
Lincolnshire retains a significant RAF presence, and the associated population brings the same characteristics seen around Salisbury Plain — high turnover, people new to the area searching for services from scratch, and demand tied to posting cycles.