Despite the growth and the popularity of call tracking, some people still hate it.
These ‘haters’ fall, primarily, into three groups.
Haters gonna hate.
In some quarters, the myth that call tracking harms SEO still persists. It is this group–the group I call The Uneducated Local Marketing Agency–that hate call tracking.
They hate call tracking because they fear (erroneously, I might add), that using call tracking numbers will harm NAP and thus, SEO. Here’s a summary of the argument in handy bullet-pointed form:
– Google demands that NAP (Name, Address, Phone Number) be consistent across all internet properties for a company.
– NAP inconsistency will confuse Google and could hurt SEO
– Call tracking requires that various phone numbers are used to track various different marketing channels. Using different phone numbers is, sort of, the point.
– Thus, call tracking hurts NAP which hurts SEO.
This is the partially educated view, the view that people had in the late 1990s. What are the facts today?
– When used incorrectly–for online directories, paid listings, and default onsite phone numbers–call tracking can hurt SEO.
– However, when onsite Dynamic Number Insertion (DNI) is used SEO is not harmed. Why? Because the hard-coded number remains the same and NAP is not confused.
– Most call tracking companies have not clearly defined when SEO is harmed and when it is not harmed. This is a problem in the industry. We’re devoted to telling our customers when SEO is harmed and when it is not harmed by call tracking.
– And yet, many local marketing experts discuss call tracking too broadly. They haven’t educated themselves on DNI and so they still assume it hurts SEO.
Thus, the myth persists. And some local marketing agencies that I call ‘uneducated’ still hate call tracking. For a full treatment of call tracking and local SEO (NAP and all), please download the 33 page guide titled: The Authoritative Guide to Call Tracking and Local SEO.
The next group that hates call tracking is the group that has the most to lose by supporting it. This group hates call tracking because they fear the data it provides.
Think about it this way: if I’m a local marketing agency that fails to produce calls for my clients, why would I want to use call tracking?
It’s just going to make me look bad.
I certainly hope that you are not in this group. The first group is ignorant, this group is scared.
This is a legitimate group to be in. Some companies just don’t get phone calls. The companies that don’t get phone calls generally fall into 3 groups:
– eCommerce: They are designed to get very few phone calls. That’s sort of the whole point.
– Retail: When was the last time you called Macys or the local boutique?
– Restaurants: These businesses get some phone calls, but not really enough to justify getting call tracking.
Honestly though, unless you’re one of these businesses, you should get call tracking.
You should not hate call tracking, you should love it.
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