For those marketers out there that like to drive phone calls from SEM, measuring results has always been a challenge.
After all, the phone is not connected to the web so all of the analytics and visibility related to visitor behavior goes away into the vacuous black hole of a phone call.
Then, along came a great way of measuring phone conversions, call tracking. Marketers could place a unique phone number on their landing pages and attribute phone calls to different campaigns and traffic sources. And life was good.
Then…Google made NAP (Name, Address, Phone Number) consistency a part of their ranking algorithm for local search. If your business listed different phone numbers in different places, it could negatively impact your rankings. Marketers had to make a choice, accurate phone call lead attribution OR better Google search ranking.
Or do they???
If properly implemented, call tracking does not have to impact search engine rankings. You can maintain NAP consistency and still display different phone numbers on a web page for different traffic sources.
Call tracking does not hurt SEO if DNI and other methods are used correctly.
If call tracking is implemented correctly, NAP is maintained. Analytics are gathered. All is right with the world.