What local SEO actually is
SEO means search engine optimization. In plain terms, it is the work of making your business easier for Google to understand and trust, so Google shows you to more people.
Local SEO is the version built for businesses that serve a specific area. If customers have to visit you, or you have to visit them, Google treats the search as local. It then shows a map with three businesses, followed by regular website results.
Those three map listings get most of the attention. A person searching for a med spa or a law office usually looks at the map first, taps a listing, and calls. Local SEO is how you earn one of those three spots.