After reading two more blog posts this week about how local SEO can supposedly be harmed by call tracking, we’re throwing down the gauntlet.
We dare you to show us data that call tracking—when used properly–hurts SEO.
Seriously, simply comment at the bottom of this article and provide actual data that call tracking–when used properly–hurts SEO.
PLEASE FINISH THIS ARTICLE BEFORE YOU LEAVE YOUR COMMENT.
Please note that sharing a random story about a guy you knew that did call tracking once and then his page exploded and his dog died, or a personal experience that involved a single landing page, doesn’t qualify as data. Also note that your data has to reflect an instance of call tracking being used properly, i.e. DNI use only.
How is Call Tracking Not Used Properly?
There are some call tracking companies out there that advocate using call tracking numbers on directory listings, on Google+ Local, and other online properties.
This is not proper use of call tracking.
Using call tracking numbers in that way could hurt SEO. However, some businesses still choose to ignore the possible penalties because the call data is so valuable.
How is Call Tracking Used Properly?
Call tracking can be used well and responsibly to track phone calls at local businesses. According to substantive research from BIA/Kelsey, an inbound phone call is the best lead a local business can get. These calls generate more revenue any other ad source. They buy more frequently and more quickly.
Phone calls are the most valuable leads.
How can we possibly not track our most valuable leads? That’s a pretty gigantic blind spot in your marketing ROI calculations. How are you supposed to make marketing decisions and campaigns, tactics, and keywords?
You’re right. You can’t.
Call tracking can be used to track traditional marketing channels (direct mail, print, radio, TV, etc.). It can also be used to track online marketing via Dynamic Number Insertion. This means that your default, existing phone number remains hard-coded on the site, but that a unique phone number is displayed temporarily and dynamically via a snippet of Javascript.
Your phone number remains on the page and remains visible to Google. Thus, NAP is not impacted. Thus, SEO is not harmed. Thus, you can sleep at night.
This dynamic Javascript technology is used by hundreds of thousands of businesses across the country to gather call analytics. It is the exact method that companies like Convert.com use to dynamically alter landing pages for testing. This technology is utilized by competitors of Convert.com as well. It is also the same technology that dynamic content tools use to personalize content based on geographic area or preferences of the visitor. This dynamic Javascript technology simply doesn’t harm SEO.
The technology is widespread.
And if one maintains that this method for call tracking hurts SEO, one must also maintain that dynamic content hurts SEO and that A/B testing hurts SEO as well. Again, provide data that this is true.
Another Note
There are exciting new ways to gather call analytics. For example, via our new Conversation Analytics technology, marketers can gather much of the information they need, from the call content itself.
Here are additional resources about SEO and call tracking:
SEO and Call Tracking: They Who Must Not be Named
Reason #924 Call Tracking Doesn’t Hurt SEO
Call Tracking and SEO: Let DNI Calm Your Marketing Soul
by McKay Allen, Inbound Marketing Manager
