Local SEO is the set of strategies for appearing in geolocated search results, such as Google Maps and the "Local Pack" (the 3 results with a map shown for searches with local intent). It is essential for businesses with a physical address: clinics, restaurants, offices, stores.
The pillars of Local SEO are: an optimized Google Business Profile listing (formerly Google My Business), consistent citations in directories (identical name, address and phone number across every platform), positive customer reviews and locally relevant content on the site (dedicated pages per region or local service).
Local SEO also matters for generative AIs. When someone asks ChatGPT for "the best dentist in Belo Horizonte", the AI looks at local sources, reviews and directory citations. Having a complete Google Business Profile and positive reviews increases the chance of being mentioned.