Disclaimer: A proper combination of local SEO and call tracking tools is possible.
What is SEO?
SEO is the process of increasing the number of visitors to your site through search engines. It’s a long and involved process, but it’s worth it because you get to expand your audience. If you’re not familiar with SEO, let’s take a quick look at how it works. When someone searches for something on Google, that person is actually looking for a website that contains what they want. So if someone searches for “pizza delivery in Austin,” they are looking for pizza delivery in Austin. The search engine will display the top websites that have this information on their search results page. And if you have a business or website, it is very important to rank high in search engines so that people can find you easily when they are searching for something specific.
What is call tracking and how can it be used in a marketing strategy?
A website is one of the main methods of attracting more customers to the product or service you sell. Any business wants to make their website visible among the results of a Google search.
If there is a small business in the heart of a cosmopolitan city, it must be struggling with fierce competition. As an SEO expert for this business, you are responsible for brand awareness. You want to let people know about your company. Marketing specialists start advertising campaigns, and want to understand which of them works best, which brings the company the majority of the leads. Call tracking software is known for providing this information.
Call tracking software is a technology that enables you to connect each of your advertising campaigns with a tracking phone number. As a result, you receive analytics on which of the numbers were dialed and how many calls were generated by each of the campaigns. You become aware of the keywords that are appealing to your potential customers, and you are able to optimize your advertising budget, as you know how much you pay for every lead.
What are the risks of call tracking for local SEO?
However, do not rush and take your time to use the benefits of call tracking wisely. If you recklessly start assigning each of your marketing channels a new virtual phone number, it will lead to the opposite results. Google will get confused with contradictory information about your company and may ban it from the search results.
Here are some things that a local SEO expert should be aware of:
- NAP coherence
To make your local SEO work for you, you should keep the Name, Address, and Phone number of the company the same across the web. Otherwise, search engines will think there is something wrong with your company and may ban it. It is the same as if you were organizing a party but sent invitations with different addresses. How many of the planned guests would eventually turn out?
However, if you want to know which of the ad campaigns is the most effective and brings the majority of the leads, you need call tracking software. The solution lies in Dynamic Number Insertion. With DNI, the number is changed in the code, which makes it invisible for the visitors of the site and for the bots. Thus, the Google search system will not impose penalties.
Social media accounts hide more pitfalls for businesses. DNI is not a solution there, as the phone number should be the real one. If the traffic comes from the social media channels, why spoil it with call tracking numbers?
To summarize, you should prioritize and decide what is more important for you at the moment: tracking the leads or keeping the local SEO safe and fruitful.
- Phone number ownership
Make sure you know if you are the owner of the phone number you buy. If not, check if the ownership is portable. Then you will be able to take the number if you decide to change the provider of call tracking software. Some call tracking services do not allow this to make sure their customers stay loyal.
- Different types of callers
People sometimes call a second and third time. This may interfere with your analytical data and make it less accurate. Keep that in mind while setting your analytics and accounting only for the first time callers.
Dialics offers all of the above-mentioned functionality. DNI and instant analytics are available to you. The software does not need downloading or installing. You open it in a browser, register an account, provide your ad campaigns with call tracking numbers, and receive your first analytical data. A free trial period allows you to learn all the possibilities before the purchase. If you would like to learn more about the tool and see its functionality, please request a demo.
How call tracking can help local SEO
Here are some advantages you can effort from call tracking for your SEO.
1. Optimize landing pages better
With call tracking services, you can see which keywords led to your landing and how your customers got there and what keywords you chose not working for your business at all.
2. Optimize your highest converting pages
When someone phones your business using your website, it is referred to as a conversion. By tracking the most effective converting pages, you can discover where your conversions originate. "Invest" on these pages and get more clients.
3. Call tracking is a great conversion indicator
An SEO specialist, or anyone running an SEO campaign, needs an accurate measure of whether or not visitors are converting, which is the real value for their business. Using call tracking, you will get a better idea of what drives conversions by connecting them to your website.
SEO knows the answer to how to attract those who are not yet aware of the product. Call tracking helps to better understand leads, learn their needs, and offer them exactly what they are looking for. A careful and wise combination of both is capable of bringing your business to a new level and making it stand out from the competition.