As a business owner, nothing is more important than customers visiting your site and making contact with you. When it comes to monitoring the effectiveness of your web pages in generating leads, few tools are as useful as a modern call tracking technology.
What many business owners find themselves wondering, though, is how call tracking works with SEO. The last thing you want is multiple numbers out there damaging your search engine rankings. The truth is that this technology can help you to improve your SEO while you split test various things. Here are the facts you need to know about call tracking and SEO, as well as some of the other benefits of modern call tracking systems.
How Can Call Tracking Benefit SEO?
Call tracking is one of the best ways to directly measure the effectiveness of your web pages and promotional campaigns. That’s exactly why it’s used to improve your SEO. Call tracking’s huge advantage is that it provides you with a powerful conversion indicator.
There are many different ways to monitor the amount of traffic your landing pages are getting. Call tracking is by far the best way to determine whether or not that traffic is translating into leads and sales. It is this ability to accurately track conversions that make call tracking such a useful tool for SEO.
One of the most common uses of call tracking in bolstering on-page SEO is in optimizing landing pages. By performing split tests of landing pages and seeing which set of keywords results in more web traffic and phone calls, you can optimize your landing pages with the best possible keywords. Keep in mind, though, that the real power of split testing comes from continuous testing and improvement. Call tracking lets you more accurately gauge which changes you make to your landing pages are most productive.
Call tracking also helps you develop a complete understanding of which of your pages are providing the most significant number of conversions. By comparing the conversion rates of different pages, you’ll see what’s working and what isn’t. From there, you can focus your efforts on optimizing your highest-converting pages to see maximized results from them.
Why Is There a Myth That Call Tracking Detracts from SEO?
Call tracking has benefits in SEO efforts. However, there is a persistent myth that using call tracking harms SEO. Like most myths, this one does have some fundamental basis in truth.
In the early years of call tracking, some marketers were doing it wrong. They would list multiple phone numbers for their businesses across different websites to track conversions from various sources separately. This strategy conflicted with Google’s name, address, and phone number (NAP) policy. The system wanted these basic pieces of information about a business to be the same across all directories.
It was this conflict that led some people to believe that call tracking was the issue. Malpractice was responsible for the damage done to SEO by violating the NAP policy. Today, most marketers use dynamic number insertion (DNI). This tech allows for call tracking without the need to display multiple phone numbers and thus solves the NAP problem.
Other Benefits of Call Tracking
The benefits of call tracking go well beyond just optimizing keywords. Everything from web page design to the wording of the copy on that page can affect conversion rates. Using the data you get from call tracking, you can optimize each element of your web pages to get more traffic and achieve higher conversion rates.
Optimizing PPC Campaigns
Much like A/B testing, call tracking can also be used to track the performance of PPC ad campaigns. Start by measuring the number of phone calls and conversions you receive from a PPC campaign. Then you can determine how effective that campaign was. The additional reporting lets you measure the return and test it against future campaigns to gradually optimize your PPC strategy. Lastly, you can also adjust your PPC budgets to allocate more money to the campaigns that are generating the best returns.
Getting To Know Your Customers
Though sometimes overlooked, call tracking also gives you the ability to get to know your customers better. By tracking calls, you can see which ads or pages your customers are engaging with, then monitor their interactions with your sales representatives. You’ll begin to find common questions and responses from customers that can tell you more about them. From there, you can use this information to achieve maximum customer engagement and satisfaction.
Getting Started With Call Tracking
As you can see, the benefits of call tracking are plenty. The impression that it does any damage to your SEO efforts is little more than a misunderstanding. If you want to improve your conversion rates and gain enhanced insights into the performance of your landing pages, consider implementing Caller Insight’s advanced call tracking solutions as a part of your overall marketing strategy.