Local SEO is vital for any business with an office, storefront (AKA Brick and Mortar), or a service area of around 150 to 200 mile radius.  The main goal is to show up in search in the Google Map Pack (on the search results page) or in Google Maps.  The typical example would be searches that end with 'near me'.

The LOCAL SEO are a blend of efforts typically includes:

• Keyword Optimized content (including city names for keywords)
• Listings
• Reviews
• Optimized Google Business Profile
• Monitoring keywords Geographic with Heatmaps
• Images with local GPS coordinates

References:

https://searchengineland.com/guide/what-is-local-seo