Local SEO refers to strategies aimed at improving your search engine presence for searches with a local intent. For example, if you are an Edinburgh based Lawyer, you would want to show up well when someone searches for “Edinburgh Lawyers”.
Local SEO strategies include, but are not limited to; business listing set up and optimisation (Google my Business, Yelp, Yell, etc), acquiring online reviews, geo-tagging content, and local social media marketing.