Local SEO is a valuable tool for every business that has a physical address and wants to use the Internet to get more customers from people searching for businesses/services/goods in their area.
The techniques to use for local SEO are over and above traditional SEO techniques meaning that you should first do your SEO as you would without caring about local and then optimize for local using the methods outlined above.
In a nutshell, the most important aspects of local SEO are:
Display the full contact information on your website
Use the same address consistently throughout all places, networks
Register for Google+ for business, FB and other directories
Try to get people review your business on trusted services and make sure that you reply back.