Local SEO includes all of the efforts made to ensure that your business shows up in the search results for a searcher who is local to your catchment area. Similar to regular SEO which is driven by keywords, local SEO uses a combination of keywords and geographic location to serve up results that best match the intent of the person searching. A crucial part of a local SEO strategy is the creation of a Google My Business profile which provides Google with all of the relevant information about the business.