If you've been in Auburn for more than a couple of years, you can see the change just driving down Opelika Road or College Street. New construction everywhere. Restaurants and businesses opening faster than you can keep track. Traffic that didn't exist five years ago. The Auburn-Opelika metro has been one of the fastest-growing areas in Alabama for the last several years, and the pace is picking up.
Population growth means more customers. That's the obvious upside. But it also means more competition, because the same growth that brings new residents brings new businesses chasing those residents. National chains notice growing markets. Franchises move in. Out-of-market service providers start advertising here. The local businesses that were comfortable being the only option in their category are about to have company.
The window is open, but it won't stay open
Right now, most local business categories in Auburn and Opelika still have low digital competition. Search for a plumber, a financial advisor, a dentist, or an attorney, and you'll see a handful of businesses with decent online presence and a lot that are barely visible. Google Business Profiles that haven't been updated in years. Websites that look like they were built in 2015. No reviews, or reviews that stopped coming in 18 months ago.
That's an opportunity for any business willing to take their digital presence seriously. In a market this size, it doesn't take much to stand out. A well-maintained Google Business Profile with consistent recent reviews, a website that actually explains what you do and who you serve, and even modest paid search targeting can put you ahead of businesses that have been operating here for decades.
But that window narrows as the market grows. More businesses means more competition for the same search terms. The cost per click on Google Ads in Auburn today is a fraction of what it costs in Atlanta or Birmingham. That won't stay true forever. The businesses that build their digital presence now lock in a position that gets more expensive to build later.
In a growing market, the businesses that invest in digital presence early don't just win today. They build a position that becomes harder and more expensive for competitors to catch up to over time.
New residents search differently
Here's something that gets overlooked: the people moving to Auburn don't have the same referral networks that long-time residents do. When someone who's lived here for 20 years needs an electrician, they ask a neighbor or call someone they've used before. When someone who moved here six months ago needs an electrician, they Google it.
That shift changes the math for local businesses. Word of mouth still matters, but an increasing share of your potential customers are finding you online first. If you're invisible in local search, you're invisible to the fastest-growing segment of the market. These are the people buying homes, enrolling kids in activities, finding doctors, hiring contractors, and choosing restaurants. They're making all of those decisions with a phone in their hand.
Remote workers are a big piece of this too. Auburn has become increasingly attractive to people who can work from anywhere. They bring bigger-city incomes to a market with a lower cost of living. They're used to researching everything online before making a decision. They expect businesses to have a professional digital presence, reviews, and clear information. If your website looks dated or your Google listing is sparse, you've lost their trust before you've had a chance to earn it.
What to do about it
The moves are straightforward. Get your Google Business Profile current and keep it current. Photos, hours, services, and posts that show you're actively in business. Build a review engine so new reviews come in every week, not once a quarter. Make sure your website reflects who you are, what you do, and the area you serve. And if you have any budget for paid media, target the high-intent searches in your category before the competition gets there.
None of this requires a massive investment. What it requires is treating your digital presence as business infrastructure rather than an afterthought. The businesses that are thriving in other fast-growth markets across the Southeast are the ones that figured this out early. Auburn is still early. But the clock is ticking.
Jason Dellaripa is a media strategy leader with 20 years of experience across pharma, financial services, and regulated industries. Learn more or read about what Auburn businesses can learn from national brands.