---
title: Moz Local Setup & Citations Strategy
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-10-20-weekly-call-w-melissa-95283465.md
tags:
- moz-local
- local-seo
- citations
- adavacare
- listing-health
layer: 2
client_source: Adava Care
industry_context: healthcare
transferable: false
---

# Moz Local Setup & Citations Strategy

## Overview

During the 2026-04-05 weekly ops call, Mark and Melissa conducted a live audit of Adavacare's Moz Local setup and identified several gaps in listing health, network connections, and profile completeness. The call also resolved a client question about whether to use a corporate/mailing address for homepage citations.

Related: [[wiki/clients/current/adava-care/_index]] | [[wiki/ops/moz-local-rollout]]

---

## Corporate Address & Homepage Citations

Adavacare's owner (Karosh) asked whether to use a UPS Store mailing address as the corporate address for homepage-level citations. Mark clarified the purpose of local schema and NAP citations:

- Google uses the address in local schema to determine where a business operates and whether to surface it in local search results and the map pack.
- Without an address on the homepage, the homepage simply won't rank for location-based queries — it won't appear in the wrong city, it just won't appear at all.
- For Adavacare, the **individual location pages are the critical ones** — those are already set up and were reviewed months ago by Melissa and Egan.
- The homepage address is lower priority. If Karosh doesn't want to publish a corporate address, that's acceptable; the location pages carry the SEO weight.
- If he does want to use the NENA location address for the homepage, that's fine — shared addresses (e.g., a co-working or UPS store) are not inherently problematic as long as the address is associated with the correct search context.

**Resolution:** No action required on the homepage unless Karosh opts in. Confirm individual location schema is intact.

---

## Current Moz Local Account — Adavacare Locations

Adavacare is on the **Light** plan in Moz Local (Asymmetric's own account uses Elite). The following locations were confirmed active as of this call:

- Glendale
- Heartland
- Iris Road
- NENA
- St. Francis
- Pewaukee
- Wabash Home
- Oak Creek
- Fardale Home
- Magnolia House

No corporate location is set up in Moz, which aligns with the decision above.

**Cost:** $20/month per location.

---

## Listing Health Audit Findings

A live walkthrough of the Glendale location revealed several issues:

| Area | Finding |
|---|---|
| Profile completeness | ~62% complete; ~37% fields missing |
| Monitored fields | Zero monitored fields — flagged as a concern |
| Keywords | Missing entirely |
| Service areas | No data entered |
| Hours | Set to "always open" — likely incorrect for visitor hours |
| Opening date | Missing (lower priority) |
| Address line 2 / County | Missing |
| Google Business Profile | **Not linked** |
| Facebook | **Not linked** |
| Trustpilot | Not connected (no account exists) |
| Google Maps sync | Showing "in progress" — reason unknown |
| Auto-sync | Enabled ✓ |
| Category | "Assisted Living Facility" enabled ✓ |

The "healthy fields" column showed nothing populated despite green status indicators — this needs clarification from Moz documentation or support.

---

## Action Items

- [ ] **Yash** — Spend 2–3 days becoming the Moz Local expert; use Moz Academy and help docs. Then audit and fix all Adavacare listings. (@Melissa Cusumano to assign)
- [ ] **Yash** — After training, give the team a walkthrough/presentation on how Moz Local works.
- [ ] **Melissa** — Brief Yash on Moz Local and assign the Adavacare audit as first task.
- [ ] **Melissa** — Connect Google Business Profile and Facebook to each Adavacare location in Moz Local.
- [ ] **Melissa** — Set up free Trustpilot accounts for Adavacare locations (free tier = 50 review invitations/month). Paid plan (~$339/mo) is not recommended at this time.
- [ ] **Melissa** — Discuss Moz Local status and Trustpilot setup with AMs on upcoming team call.
- [ ] Confirm whether Karosh wants a corporate address added to homepage schema — if not, close this item.

---

## Context: Broader Moz Local Rollout

This audit triggered a broader policy decision: **every local business client should have Moz Local set up.** Adavacare is the most complex case (10+ locations), but other clients flagged as needing setup include:

- Crazy Lenny's
- Scallon
- Overhead Door
- Exterior Renovations
- Advanced Health and Safety
- Flynn Audio
- Axley (Madison + Waukesha locations)

See [[wiki/ops/moz-local-rollout]] for the full rollout plan and client list.

---

## Notes

- Moz Local navigation is non-intuitive — multiple paths to the same screens. Yash should document the correct workflow as part of his training output.
- To view all managed locations: log in as `team@asymmetric` via LastPass → Products → Moz Local → Manage Locations → set rows per page to 20.
- Some listed networks (e.g., Airbnb) are irrelevant for Adavacare — focus connection efforts on Google Business Profile, Facebook, BBB, and Trustpilot.