what exactly is local search engine optimization?

ranking for searches that have a place attached, either spoken ("plumber in leeds") or implied ("plumber near me"). the big difference from normal seo is the map pack at the top, which is driven by your google business profile more than your website. if the business serves a physical area, yes it's worth it, and most of the work is the profile: right categories, hours, photos, regular reviews, a real address or service area. then your site needs one proper page for the location. if the business sells online only, skip it.