Local SEO benefits brick and mortar, service area, and home-based businesses. There are five key components: establishing a Google business listing; obtaining citations from third-party sites; soliciting online reviews; developing links from local, relevant sites; and optimizing the on-site experience with things like a mobile-friendly website, contact information, and expertise/trust signals. Local SEO requires attention to all five components to maximize search visibility and drive customers within a business's local area.