Call Tracking & Local SEO: Top 5 Tips to Maintain NAP Consistency
January 29, 2016 | Contributed by: Mark Sullivan
Earlier this month, CallRail and LSA presented a webinar entitled, “Calls, Local SEO & Mobile Search: What You Need to Know in 2016.” It discussed how to successfully implement call tracking while avoiding potential SEO problems. It also shared fascinating data on which media channels are driving the most calls and explored the impact of mobile devices and voice assistants on local search.
The full webinar is embedded immediately below. In addition, CallRail’s Mark Sullivan has summarized his top five recommendations for Local SEO friendly call tracking implementation.
Here are my top five recommendations for using call tracking in local SEO while maintaining name, address and phone number (NAP) consistency:
- Use the same local phone number on directories, citations, and anywhere else on the web that search engines have been known to index. Hard-code this number on your company’s website.
- This can’t be stressed enough. Much of the bad juju out there about call tracking for local SEO revolves around the use of unique phone numbers for each major citation (e.g. one phone number for tracking calls from Yelp, one for Google My Business, and other one for Facebook business page.) Don’t do that.
- Use Dynamic Number Insertion to track all visitors on your website to get the most detailed information about what’s making the phone ring.
- I used to have some reservations with using DNI in local SEO but those days are gone. DNI delivers an unbelievable amount of insightful data, is remarkable safe for NAP consistency, and will give your business an edge up on the competition.
- Use an Organic Tracking Number as the business’s main line to get the most information from calls that do not involve website visits.
- In my research, about half of all calls to local businesses originate without a website visit. If you want to understand how your Local SEO is driving results for your business, tracking calls from everywhere is essential.
- Focus on the metric First Time Callers above all else to measure performance.
- Local SEO campaigns are all about generating new customers for your business. By focusing on First Time Callers, you can eliminate counting the vast majority of existing customers in your metrics.
- Always Be Monitoring. Citations, that is.
- If you’re serious about Local SEO, then you should always be monitoring business directories and local citations for inaccurate data–regardless of whether you’re using call tracking or not. Bad data surfaces all the time from big data providers, Google Maps data refreshes, as well as outdated info. Monitor it so you can fix it before it tanks your business’s visibility.