Call tracking is the process of discovering how callers have found your business. Businesses can measure the effectiveness of different marketing campaigns and optimize future marketing strategies by using call tracking software.
More specifically, call tracking is valuable to any company’s SEO strategy. Call tracking uses a variety of phone numbers that automatically forward to a business’s phone number. This allows for tracking which channel the call came from by assigning each channel (organic, offline, pay-per-click, retargeting) a unique number. Thus, businesses connect leads and conversions back to specific campaigns and analyze their ROIs accurately and effectively.
Why Call Tracking Matters
Call tracking is important because it serves the needs of numerous businesses that get most of their conversions from phone calls; it is a $1 billion dollar industry. Additional benefits of call tracking include:
- Improved customer service
- Accurate attribution of phone calls to specific marketing campaigns
- Analysis of online and offline marketing campaign performance
- Understanding of which keywords led to phone calls
Call tracking helps landing page optimization, so that you can determine which keywords are most effective for inclusion on the landing page and potentially result in more conversions. More specifically, when a person uses your website to phone a business, they are making a conversion. Call tracking helps businesses understand and optimize the pages that work more successfully and generate more conversions.
The main purpose of SEO is to increase the number of conversions, deals, and sales generated by a company’s website. Thus, it is critical to have a reliable indicator of how and why online traffic is converting. Call tracking is important because it tracks conversions and connects them to businesses’ websites, giving a clear picture of what works most successfully.
Common Misconceptions of Call Tracking
The biggest myth surrounding call tracking is that it can be harmful to companies’ local SEO. As a reminder, local SEO is a form of optimization that allows businesses to appear in relevant local searches. These search queries are organized around NAP (name, address, and phone number) because Google reviews this information to provide consistent listings across all online directories. When a business has more accurate listings, the likelihood that the company will appear in local search results is higher. There is a misconception that because call tracking incorporates various phone numbers on the web, it could confuse Google’s algorithm and affect a business’s local search ranking. However, this is false.
Call tracking does not conflict with SEO thanks to modern technology and dynamic number insertion. Rather, call tracking offers such a wide variety of useful data that it will benefit your marketing strategy and can be used to enhance website performance–thus, call tracking makes your SEO more efficient.