Local SEO
Local SEO covers every measure that optimises a company's online presence for geographically relevant searches – "near me" queries or searches naming a town or region – combining the Google Business Profile, locally relevant content and reviews. The umbrella term itself comes from the industry and is not defined by Google; what is documented are the factors relevance, distance and prominence for local search results. The frequently cited "citations", meaning mentions in business directories, are likewise not a factor Google names – what is documented is only that the number of websites linking to a business feeds into its prominence.
In practice
For any business with a physical location or a defined catchment area, local SEO is essential, even though it complements conventional, nationwide SEO rather than replacing it. The best starting point is usually a complete Google Business Profile and consistent NAP data.