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: ^[1] | ^[2]

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:

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 ^[2] 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.