Local SEO usually refers to optimizing your website to be displayed in the map pack that shows up alongside the organic results when you search for a local service provider. I’m going to expand the definition to include the organic listings for locally-focused terms as well.
This means any time you search for a service or store in a location, you just performed a local search.
If your business has a physical location, you need local SEO. It doesn’t matter if you’re a doctor, lawyer, locksmith, real estate agent, IT consulting firm, or marketing agency: If you have a physical location, local SEO is something you can benefit from. And you’re probably already doing it, even if you don’t know it.
Do you have a Yelp listing? Google My Business? Does your website display your address? These are all aspects of local SEO, and if you’re doing any of these you’re already on your way. But there’s also a lot you’re probably not doing, and don’t even know about.