Moz Local Implementation Strategy

Overview

Moz Local is the agency's standard tool for managing local business listings across directories and networks. It should be set up for every client that operates as a local business — meaning they serve customers within a defined geographic radius and benefit from appearing in local search results and the Google Map Pack.

This article documents the rollout strategy, cost structure, configuration standards, and ownership model established during an ops review in October 2025.

When to Use Moz Local

A client should have a Moz Local listing if they are a local business — i.e., someone searching in San Francisco has no reason to find them if they operate in Madison. Examples include:

• Home services (Overhead Door, Exterior Renovations, Scallon)
• Law firms (Axley)
• Healthcare / assisted living (Adavacare)
• Retail with a physical location (Crazy Lenny's)
• Audio / specialty services (Flynn Audio)

Not a fit: national e-commerce brands, SaaS products, or businesses where no one visits a physical location (e.g., Doodla, Quora-style platforms).

"This is something we should offer every one of our clients that's a local business." — Mark Hope

Cost

• $20/month per location (Elite tier under the Asymmetric master account)
• Clients on the Light tier have reduced features; Elite is the agency standard
• Cost is currently absorbed by the agency; plan is to eventually pass through to clients

Setup Checklist

For each local client location, ensure the following are configured in Moz Local:

Profile Completeness

• [ ] Business name, address, phone (NAP) — accurate and consistent
• [ ] Address Line 1 (and Line 2 if applicable)
• [ ] City, ZIP, latitude/longitude
• [ ] Business hours (verify "always open" is not set incorrectly)
• [ ] Business category (e.g., "Assisted Living Facility")
• [ ] Keywords / service areas populated
• [ ] Opening date (if known)

Network Connections

• [ ] Google Business Profile — connect via OAuth
• [ ] Facebook — connect via OAuth
• [ ] Trustpilot — set up free tier (50 review invitations/month); link once claimed
• [ ] Better Business Bureau — link if applicable
• [ ] Review other available networks; skip irrelevant ones (e.g., Airbnb)

Sync & Health

• [ ] Auto-sync is enabled
• [ ] Listing Health shows no critical errors
• [ ] Profile completeness score reviewed (target: above 80%)
• [ ] "In Progress" network statuses investigated and resolved

Trustpilot Recommendation

For local clients, set up the free Trustpilot tier:
- Allows claiming the business profile
- Includes up to 50 automatic review invitation emails/month
- Paid plans (~$339/month) are not recommended at this time
- Once set up, link the Trustpilot profile inside Moz Local's Networks tab

"We should definitely have the free plan for everybody because that's 50 invitations a month — that's not insignificant." — Melissa Cusumano

Ownership & Training

Yash is designated as the agency's Moz Local expert. His responsibilities:

1. Complete Moz Local training (Moz Academy + Help documentation) within 2–3 days
2. Audit all existing local client listings for completeness and network connections
3. Fix identified issues (starting with Adavacare locations)
4. Present a brief internal training to the team on how Moz Local works and what to watch for

Account managers should be briefed on Moz Local as part of client onboarding for any local account.

Current Client Coverage

As of October 2025, the following clients have Moz Local set up:

Gaps identified — need Moz Local added:
- Crazy Lenny's
- Scallon
- Overhead Door
- Advanced Health and Safety
- Any other client tagged "local" in the client tracking sheet

Access

Log in via the team@asymmetric account using LastPass credentials.

Navigation path:
1. Log in → top nav → Products → Moz Local
2. Click Manage Locations in the blue bar
3. Set rows per page to 20 to see all locations

Related

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