SEO and call tracking have been hot topics recently. Some local marketers argue that call tracking harms SEO, while other experts assert that it actually does not when implemented properly. This article aims to outline some of these discussions.
What is Call Tracking?
Call tracking is a method for online marketers to identify which sources, campaigns, and keywords generate phone calls. Marketers across the U.S. and Canada use call tracking to measure their marketing ROI. Major corporations utilize call tracking to assess the effectiveness of their PPC campaigns, SEO efforts, and retargeting. Call data is highly valuable, and substantial investments are made in this area.
Marketing agencies also rely on call tracking to demonstrate their value to clients, particularly in PPC and SEO work. Currently, call tracking is a $1B industry and is widely accepted.
The Truth
Call tracking, if used correctly, does not harm SEO. Even the most ardent opponents acknowledge this. The appropriate way to use call tracking is through Dynamic Number Insertion (DNI). We’ll explore this further.
Traditionally, the call tracking industry has struggled to educate marketers on proper usage effectively.
Why Some Say Call Tracking Hurts SEO
This concern stems from NAP (Name, Address, Phone Number). Google insists that NAP information must be consistent across online directories. Inconsistencies can confuse Google’s algorithms, affecting SEO negatively. Critics are right; call tracking numbers should not be scattered across directories. Misuse of this technique can harm SEO.
However, articles criticizing call tracking often lump all forms of call tracking (including on-site DNI) together with misuse in directories. Some call tracking companies have indeed mismanaged this aspect, placing tracking numbers indiscriminately in directories without considering their clients’ SEO.
Experts Admit: Call Tracking Doesn’t Hurt SEO If Used Correctly
Adam Steele, a leading local marketing expert and Founder of Nightlite Media, has addressed the call tracking and SEO debate. Steele emphasizes that tracking numbers are fine as long as they are not scraped by Google or other authorities. He highlights that some call tracking companies have historically neglected NAP consistency, causing frustration. However, he firmly believes in the value of tracking numbers for local lead generation and campaign measurement.
Mike Blumenthal, another renowned expert in local search, has written about call tracking and SEO. Despite some misinterpretations, Blumenthal clearly indicates that call tracking can be used correctly without harming SEO. He advises that using Javascript to display tracking numbers to users, while ensuring Google bots see the local number, is an acceptable practice.
Numerous state marketing associations and respected groups support the proper use of call tracking, confirming it does not damage SEO.
Correct Usage of Call Tracking
A highly recommended article by the Minnesota Search Association outlines five methods to ensure call tracking does not affect SEO negatively. One key method is Dynamic Number Insertion. This technique involves displaying a unique phone number on a website based on the visitor’s source or keyword, using a Javascript snippet. The site’s default number remains hard-coded, maintaining NAP consistency and preserving SEO.
This dynamic Javascript method is the same approach used in A/B testing and dynamic content or ad generation, which do not harm SEO. Therefore, neither should call tracking.
Conclusion
Call tracking, when used correctly, does not hurt SEO. Misuse, particularly on directories, can be detrimental. Properly implemented call tracking, especially through DNI, is beneficial and safe for SEO.
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