Less competition makes local, and national SEO easier
The opposite is also true. And the more competition you have, the stronger it’s going to be.
There no way around it. You have to outrank whoever is above you. Which means you have to prove to Google that your page is better.
This means the tactics employed revolve entirely around whoever that is.
For local SEO you can start with trying to get more reviews on Google my business and making sure the rest of your profile is setup nicely.
It’s really easy to do and if you’re lucky you’ll show on Google maps.
There’s some debate among SEO ‘purists’ if this actually classes as SEO. But it will get you local traffic. And that’s what matters.
But where the lines start to blur between national SEO and local SEO are when you want to rank for a super competitive local search term.
All the same advanced SEO tactics that an agency would use for national SEO work for local SEO too.
Things like optimising for core web vitals (Google’s way of saying page experience); internal linking structure; content optimisation and brand/social signals.
It is simply a case of how many and how far you have to go with each.
Which means that you can rank for anything, assuming you have the time and skill. Or money to buy the time and skill.