Local SEO is not too different from conventional SEO. It is just that local SEO focuses on increasing the visibility, presence, and business listings of a local business for online search results relevant to it. It targets attracting customers within the geographical limits while SEO (search engine optimization) covers the same aspects for the bigger front (nation/international).
SEO focuses on optimizing your online business for better organic traffic, higher ranks on the SERPs, user-experience to name a few.