Local SEO, or local search engine optimization, works by optimizing your business’s online visibility so that it can be easily found by customers in your area or a specific location when they search for products or services that you offer. Local SEO relies on targeting specific keywords, such as “near me” searches. For example, when a user searches for “electrician near me”, a business with an optimized GMB profile will appear on top of search results, attracting the user as a lead.