New York results are dominated by large agencies and national brands, so generic terms are expensive to win. The practical route is specificity: borough and neighborhood relevance for local services, deep category pages for ecommerce brands, and being cited in AI answers for the niche questions your buyers ask.
Brooklyn, Queens and a Manhattan neighborhood are different searches. A clinic, a law firm or a restaurant should not target "New York" as if it were one place. An ecommerce brand selling across the US should not spend the engagement chasing a city term that does not match how people buy.
I have worked with US brands remotely. For local service proof on this site, a Dublin phone repair shop went from 4 to 84 organic clicks a month after a Wix to Next.js migration and local SEO rebuild. It is not a New York client, and I will not dress it up as one.
When I checked the results for "SEO consultant New York" in October 2026, every result on page one was an agency or a directory: Clutch, Built In, LinkedIn and agency city pages. That's typical for New York. In most categories, a new site isn't competing with the business down the street. It's competing with platforms that have thousands of links.
So the work in New York is about finding the searches those platforms don't cover well: neighborhood and service combinations for local businesses (such as "physical therapist Astoria" rather than "physical therapy NYC"); category and comparison pages for DTC brands; and AI answers, where ChatGPT, Gemini and Google's AI Overviews often name specific businesses for niche New York questions.