Local SEO encompasses all the techniques and strategies aimed at optimizing the visibility of a business or service in geo-targeted search results. It is particularly important for businesses with a physical presence, such as local shops, but is also used by national and international companies to target local search queries. This optimization involves both organic search engine optimization (SEO) and paid search advertising. Among the common methods, using services like Google My Business and online directories is essential for improving ranking in local search results.