The main difference between Local SEO and normal SEO is that Local SEO involves optimising your Google Places listing.

When you do a search for ‘Mornington photographer’ you will notice the box below near the top of the search results.

Mornington Google Places box example

The Google places listings normally show 3 results. Most people don’t click to view more. You want to be in the top 3 results be found by potential clients.