Maria Harrison, owner of online marketing firm iClarity, LLC, spoke during PubCon Dallas about a variety of local search topics. WebmasterWorld's Vanessa Zamora interviewed Harrison during the PubCon event. During their interview Harrison shared some of her thoughts on the importance of businesses being complete when filling out online local search information-gathering forms, including the addition of pictures or videos if possible. Harrison, a twelve year industry veteran, also spoke about the concept of citations in local search optimization, such as reviews that link to a company's website, similar to link building in traditional search engine optimization. Harrison also spoke about the value of having customer testimonials and reviews from sites such as Google Local and Yelp. Before concluding their PubCon interview, Harrison told Zamora that firms should not overlook the benefits of continuing to have an e-mail marketing list even during a period when social media services such as Twitter and Facebook have become increasingly popular.