Boston, Lincolnshire has a genuine and unusual search difficulty: it shares its name with one of the best-known cities in the United States. Difficulty scores for Boston terms run noticeably higher than neighbouring Lincolnshire towns, and that is not because local competition is fierce — it is because the word itself is contested globally.
The practical response is to never use the town name alone. “Boston, Lincolnshire”, “Boston in the Fens”, or the town alongside a nearby name — Spalding, Sleaford, Skegness — disambiguates for both search engines and language models, and it is the single most important thing to get right on the page.
Agriculture is the economy
Boston sits at the centre of one of the most intensive food producing areas in Europe. Vegetable growing, packing, processing and distribution dominate, along with the machinery, cold storage, transport and labour supply serving them.
That is business-to-business, seasonal in a way few sectors are, and won on sector knowledge rather than local visibility. If you serve agriculture, write about crops, seasons and equipment rather than about the town.
A genuinely multilingual town
Boston has one of the largest proportions of residents born in Eastern Europe of any town in England, and there is real, under-served demand from that community. Businesses that can serve customers in Polish, Lithuanian or Latvian and say so plainly find very little competition, because almost nobody advertises it.
The port and the Wash
Boston is a working port, which supports shipping agency, freight, storage and marine services with customers well beyond the town.
What we would do first
Disambiguate the name everywhere — title, headings, schema, listings. Then name the surrounding towns you serve. Those two things address most of what makes this market awkward.