Houston sprawls, and so does its search: people look for services in Katy, Cypress, Sugar Land, Pearland, The Woodlands, Spring, Pasadena — not in "Houston". For any business with an address, a properly run Google Business Profile and pages for the areas you actually serve are the fastest route to calls.
For B2B companies in energy and industrial supply, the search is narrow and national: specific equipment, specific services, specific certifications. Pages that answer those exact questions, with real technical detail, win against generic competitors faster than any amount of "Houston" keywords.
Spanish matters here too. A large share of Houston's customers search in Spanish, and we work in Spanish as well as English — a proper bilingual site, not an automatic translator bolted on top.