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Local SEO focuses on optimizing a website or online presence to improve its visibility in local search results. It's geared towards businesses with physical locations or those targeting specific geographic areas. Here's how it differs from general SEO:

1. Geographic Focus: Local SEO targets specific geographic locations, such as cities, regions, or neighborhoods, whereas general SEO aims for broader visibility in search results, often without a specific geographic focus.

2. Google My Business: Local SEO heavily relies on optimizing and managing a Google My Business (GMB) profile, which includes business information like address, phone number, hours of operation, and customer reviews. This information is crucial for appearing in local map packs and local search results.

3. Local Keywords: Local SEO involves optimizing content with local keywords, such as "best coffee shop in [city]" or "[service] near me," to align with the search intent of local users.

4. Local Citations: Local SEO focuses on building local citations, which are online mentions of a business's name, address, and phone number (NAP) on directories, review sites, and other relevant platforms. Consistency and accuracy of NAP information across these citations are essential for local search ranking.

5. Local Link Building: While link building is important for both local and general SEO, local SEO often emphasizes obtaining backlinks from locally relevant sources, such as local news sites, community organizations, or local business directories.

6. Online Reviews: Local SEO places significant emphasis on managing online reviews and reputation. Positive reviews not only influence local search rankings but also play a crucial role in attracting potential customers.

7. Localized Content: Local SEO may involve creating content that is specifically tailored to the local audience, such as blog posts about local events, news, or community involvement.

8. Mobile Optimization: Given that many local searches are performed on mobile devices, local SEO includes optimizing for mobile-friendliness, fast loading times, and local-specific mobile features like click-to-call and directions.

In essence, while general SEO focuses on improving a website's visibility in search results overall, local SEO is specifically geared towards attracting customers in a particular geographic area. It involves a combination of technical optimization, content creation, and local marketing strategies to improve rankings in local search results and drive foot traffic to physical locations.