In the early days of call tracking, there was a conflict with Google’s NAP requirements, which could result in poor local SEO and search rankings. However, those days are long gone.
Call tracking is beneficial to any business that receives leads from phone calls, and can actually prove valuable to your SEO strategy.
Call tracking works so you understand what it is and why it does not negatively impact SEO.
Call tracking is a method used to track the sources of your phone calls and subsequent conversions.
Without call tracking, phone leads are difficult to attribute to a singular source.
Call tracking allows marketers to:
- Link the number of incoming calls to the efficiency of an advertising channel.
- Make accurate calculations of ROI for marketing campaigns.
- Measure expenses for different advertisements.
- Optimize the marketing budget to favor more efficient marketing channels.
So how does call tracking work with SEO?
The basic idea of call tracking is to assign different phone numbers to different marketing channels, in order to discern the source of a phone call lead.
In the beginning of call tracking, marketers would put various phone numbers on their business’s website, which would conflict with Google’s requirements for NAP (which stands for Name, Address, Phone Number directory).
This conflict was the reason for the call tracking controversy. With updated technology, it is no longer an issue.
Call tracking services now offer DNI: dynamic number insertion.
DNI means that every visitor sees a different temporarily inserted phone number when accessing your website, using a website script. When the visitor makes a call, call tracking services registers the user session and discerns pertinent information about the caller.
Moreover, call tracking can be used to enhance website performance and make SEO more efficient.