Local SEO refers to the process of ‘optimizing’ your online presence to attract more business from relevant local searches. In local SEO’s search algorithm, Google does a million things in a single command. Google pulls historical data, checking cookies, looking at personalization factors, determining your location based on IP, Wi-Fi, or GPS data, and show the best possible result on a search basis. And Currently, voice assistants (Google Assistance, Apple Siri, Amazon Alexa, Samsung Bixbi, Microsoft Cortana ) have taken local SEO to the next level in mobile search.
If anyone typed a phrase into a search engine, that phrase was matched to websites that included the keywords in your search phrase. Local SEO works in the sense that you get to rank with a lower number of competition.