SEO marketers have often been asked to report how many leads are being produced as a result of organic optimization efforts as proof of ROI. But, an increasing number of CMOs are realizing that there can be a lot of tangible value to natural search that can’t be measured by a form submission.
Of course, as marketers, we can report on “brand mentions,” but that doesn’t tell us what we really want to know: how many phone calls does my client get from organic search?
What is Dynamic Call Tracking?
Simply stated, dynamic call tracking utilizes a mechanism known as dynamic number insertion (or DNI). Like any other dynamically-generated website content, DNI works on the server-side to automatically insert certain content (e.g. a channel-specific phone number) when the user takes a particular action.
Piece of cake, right? Well, there are several SEO implications to consider.
The Dos and Don’ts of Dynamic Call Tracking
a. The other primary method for organic call tracking is to use a reverse proxy that sends users to a dedicated page with a tracking number. A big disadvantage of this is that you end up sending users to a proxy page which is not accessible to search engines. In this case, once the user hits the proxy and gets the phone number, you lose them in the conversion funnel.
2. Do use a dedicated organic tracking number.
a. There are many variables to consider just under the umbrella of “search,” such as local SEO efforts and business listings, paid campaigns with a phone number in the ad copy, organic terms vs. paid terms, etc. Using dedicated tracking numbers for paid vs. organic search is highly beneficial for data segmentation.
1. Don’t use call tracking numbers of any kind for local SEO efforts or off-page directories. You want to ensure that the phone numbers listed in any directories matches the location’s actual phone number and is geographically relevant to the business’ physical location (i.e., the phone number on your Google Business Listing should match the location’s land-line number and should be within the same general area code of the physical location).
2. Don’t implement call tracking unless you know what you’re doing. There are several reputable call-tracking providers which should be able to address your SEO-related concerns. But don’t just take anyone’s word for it — do your research before you decide on a provider.
If you have questions or need help with implementation, contact us. We are happy to help!