How to use phone call tracking and maintain NAP consistency

Phone call tracking is a great way to show the true value of your SEO campaign. How can you do this while maintaining NAP consistency for your local listings?

There are a couple important details behind this question. For one, what is phone call tracking and why it is important for tracking conversions. The second: considering how important phone call tracking is, how can you implement this without breaking your NAP (name, address, phone) consistency that helps your local listings perform better in Google?

Transcription:

One thing I, but just often wondered about is using. I use I’m a print designer by Nature. That was my background training and websites have come to be for me, over the last five or six years. So I use call tracking numbers in print and I am just not sure how to do that to maintain nap consistency on Mine. So use phone call tracking while maintaining nap consistency. Okay okay, it’s good question. So the way I do it depends on the client and what I’m able to do. Hello Kitty. I’ve heard some back of my chair. It’s disappeared. Oh now it’s back. So there’s a couple ways. I’ve done it in the past. It depends on the client, my eye. Ideal way of setting it up. Is I use a phone call tracking system to generate a tracking number and hard-code that number on the website and in all the nap consistency submissions. So it’s a static number appears on the website in all other places. But then I use the same phone call tracking system to Auto generate based on the source. So most phone call tracking systems like call rail. I really like love it. Yeah, well will Swatch switch out numbers so obviously then you know that this call came from organic or this called for paid for this Facebook or whatever but you so what I do is I first get one static number and Use that. And then I’d use Dynamic numbers on top of that. And so that helps me track. Not only On circumstances where someone has some sort of, you know, anti-spyware anti adblocker kind of thing on their websites. That doesn’t trigger the phone call tracking and I still get credit for the phone call but I love all those together with all the other phone calls from yext Facebook. Yeah you know Yahoo Bing because those are all In the same static number. And that’s I call that like depends on the client but sometimes it just called that, you know, like miscellaneous website calls. So, I can’t distinguish that this call came from Google, my business, or Yahoo. But at least I get I know that it did come from one of those. Yeah and then I’m having the call real substitute out replaced dynamically based on the traffic to the site. So then every phone call I know is coming from the website one way or another or something. I’ve built for the website, meaning the name address. Phone number citations. Yeah. So question. Yeah. Let me make sure I understand this correctly. Your Somehow tracking. Phone call. Origination as part of SEO. Yes, and you’re doing that on your end. Yes. Using a third-party system called coal rail. Okay? So what call rail does is you you make an estimate of how much traffic you get to your site. And based on the Testament, you guess on how many phone numbers of a pool of phone numbers you might need. So let’s say your estimate. You need for different phone numbers. So every time someone visits your website, call rail will really quick before the visitor, even sees the phone number change out the phone number on the website with one of those from the from the system. Now, every time that visitor visits a new page that phone number will automatically follow them through the website. So when someone views that one, someone calls that number call, rail knows this person the only reason. Okay, the only reason this someone could have called that number is because they saw it when we put it on the site so they can reverse-engineer into and that means at this point, it was this person and that person came from this source of traffic, okay? Okay. Okay, because that I was I was a little confused there. So thank you for the the background. Is that does that sound like a fair description? I feel like that’s a little incomplete description to do you want to Does that sound right? No. Yeah. It does. You’ve got the wheels turning as far as, you know, setting that that static number and all the, you know, numbers across all citations as this General tracking number. So, essentially, if I’ve already created, you know, say 50 citations ran, aggregator submissions For a company based on their main phone number. If I wanted to do this, I’d have to create a new call tracking number changes statically on the existing site and then rerun those citations and then create Dynamic numbers to run. On top of that, have a dynamic number for the say, this one client running from Facebook, where, you know, it gives you the script tag to plug-in. So if they come from Facebook and changes dynamically, like you’re saying, but I would do that based on whether they came from search, or if they came from I guess. Yeah, I think that’s maybe where I get a little bit lost with it, on the strategy. You know what you would really do that that point? Yeah. And in this case, probably probably not create the static number at this guy won’t because you just submitted all these because you would want to have to redo all those and then dee dee doop all the citations. Yeah, right. So at this point, what I would only do is just Do you call rail on top of whatever, numbers on the site? Yeah, and I would just yeah, I do the full submission for call refer give it, they call it basically, just track everything and tell me how the person found us in the first place. I also make sure when I use call rail to set up the connection between call rail Google analytics, so that when someone makes call, I can see the goal in Google analytics. Yeah, that I can when I give my reports to clients, I know, not just how many forms were submitted to have a phone calls were made as a result of marketing efforts. Yeah, and I think that’s the main objective for me. Is, you know, if this lines running Google ads, you know, and really trying to monitor that and measure the conversions there, I’d want to run identity Dynamic number in that ad rather than the regular phone number. So I really just need to make sure, I learn how to do that properly and run it on the ad. Well, we gotta be careful because Google is has rules about putting phone numbers in the ad. Okay, right? And so you might just have. So for Google for paid search tracking on, it, definitely is call real, but I would use it on the website. So when someone visits the website then I know that call came for paid. Yeah. Because and in frankly, from a business perspective, this in my mind is cost. I wants to cover for the client. I don’t pass it off to the client. Because it’s in my interest that I can prove this Cletus generated leads. Right. She’s about to walk on my keyboard my sleeping but that’s just the way I see it. I don’t pass it on. I mean, it’s in a way their clients paying for it because they’re paying Feast for me and to manage their paid search. But I don’t add it on because I would, I don’t well I want clients to use it whether they want it or not. Yeah. Right. I kind of do give them a choice so that I could show Oh, that. And what I find is about, For every form submission, I get, I get twice as many phone calls. Typically, yeah and I want it. So I that’s two-thirds of my leaves our phone calls and if I’m not tracking those phone calls, I’m only getting a third of my value. Yeah. And otherwise, you’re just saying, yeah, look at all this traffic, and here’s some conversions through the web forms, right? And you probably got some phone calls to yeah, which is very lack, not satisfying. Yeah. Yeah. What was it going? Oh, Pro tip learn from my mistakes. Be very, very very careful that you explain to the client, how the phone call tracking system works. Because one time a client hired, another advertising agency to produce a billboard for them and they went and produce this huge billboard and it had the phone number on their website, off the website on the billboard and it was a call real tracking phone number that they poured it out. And then manually put it on the billboard. boy, did that screw up around Lenox because every call from the billboard looked like it was coming from Google analytic good from Google. Yeah, it just, it was not know. We could have put us if they’d known, we could have put a different phone call tracking on the billboard, but because the person doing the billboard didn’t know we were doing it. They just said, oh, this must be their phone number and put it. I’ve seen people put it on business cards before. Yeah, I’ve seen people put it on email signatures, so just I do take time to explain the client what’s going on. So that Prevent these kind of accidents. Yeah, and I watch it like a hawk and see from a different perspective. I remember. When is it Had different phone numbers for different things. You know, you had your general number, but then you had, you know, this number that you put here in this number that you put there. So internally, you were tracking how those things did based on which phone number or even in a with websites which email address. Yes, you know, so This is just using a third-party so that you don’t have to have 10 different phone numbers. Which that’s a huge cost savings. Yes. And you know David there you go. There you know in addition to the good data that you’re giving you can also tell people hey I’m saving you money because now you don’t have to pay for X number of phone numbers which you know phone company loves charging you per. Mine. And what color rail is a credible company. So if the cut, if my clients leave, I can give them a call real account and they don’t lose it in their phone numbers. If if for some reason, a phone number changes and we have all kinds of flexibility. You could Port these numbers around as necessary, so I feel really good using them because even if the clients stops working with me, It doesn’t burn. Because the downside of this is, if we turn off phone call tracking Those people, some clients have some of their my clients customers have written down a tracking number. Yep. And if I turn it off, they can’t reach the client anymore, because the number won’t work or worse. It will go somewhere else. That’s not a planet. Yeah, yeah. So the bike all rail is credible enough company where you could kind of say, okay, if you’re not going to work with me, you want to keep call rail. Here’s the implications. If you don’t or use pay for it yourself. Another thing I really like about call rail, it actually is a little confusing. You can white label the calls. So it looks like it’s coming from your business. So, I have my mean company, reliable Acorn. Sends out the email notifications at the clients don’t really know about all real, all they know, is that reliable Acorn? Sent them this lead. Let’s go. I wasn’t aware of that. I like call rail a lot too, and I was going to say I set it up for a few clients, where I’ve created the account, got their credit card, set it up, and then I give them ownership of it, just like Google analytics and I’m a manager. So I have my own login, right? And I can, you know, when I login I have this clients that I can select from and the reporting is really strong. I Yeah. I’ve used it in print campaigns and Direct Mail campaigns and then just taking screenshots of some of the reports and included links to the report so that they could easily access that. And and it does record the calls to. So it’s great for clients and sales training and you know, just hands-off observation. Yeah. I’ve used their lead form submission tool which is a little extra as a way to help clients who will often lose form submissions to make sure they’re getting all their form submissions and they get all their leads in One dashboard. and now they’re, they’re able to take better a Action. Then trying to find the lead somewhere else. I highly recommend it. Did you say you had another question to Tim the other one page? Just a general thing, you know, service area businesses. You know, when they are providing service outside of their main Town, Main County in multiple counties and even multiple States. In Maryland, were in that little tiny bar, Maryland, you know where you’re in another state and a few minutes. Any advice on where to begin going down that path. So, With it. So Google, Google my business is pretty strict about how to do that. And then then the question about citations for those businesses is another complexity. so, with Google my business, if you have an area of service where you go to the customers and they don’t come to you and then you’re supposed to set that up in Google my business and you can designate Your service area, right? Very specifically and then the question, so if that’s your business that’s probably what you should do rather than have A come to me business, and my understanding is Google starting to crack down. Pardon me a little bit with businesses who portray themselves as an address. But really, it’s a come to you. So, Just when you’re doing the setup and Google my business, there are checkboxes that basically are asking you these. So make sure you describe it the most accurate way and you can be very specific. I think lavanya didn’t we have a problem with your listing where we set it too broad. Yeah, I didn’t change it was like I think set on United States or something like that and I had to select my location. I think Tricia said it could only be like in a 200 mile radius. Okay, so so yeah, mine was too broad, but I had to change it down to like my area, like my state and then it can only be. I think she said 200 miles within a 200-mile radius It’s good to know you so you definitely don’t want. I think I just changed that in my Google my business account for my own business, recently, United States. And its yeah, that’s why I chose like Eileen Alaska’s. Some look at the map. Yeah. So I think, the think the important part is yes, technically, the we can all serve people anywhere in the continental United States. Even Canada, even Mexico. You know, there’s all kinds of places No Limit. That’s not the purpose of the Google, my business listing rights. The Google my business is much more locally focused and that’s what Google wants us to do with it. So that’s probably a better practice to do and then promoting ourselves broader and other ways. But from a, from a strategic perspective, it’s always easier for any business whether we’re doing web marketing or website, design and development, always easier to start in a small location and build up to bigger. so, even though I don’t have Any clients in Charlotte? North Carolina. I still optimize my website for Charlotte. North Carolina. Because it’s a lot easier to get those than it is to be competing for web, marketing Nationwide or worldwide. Right. So for like, I’ll take it’s my mom’s business for example. And it’s, you know what? I grew up in. So it’s what I always relate to immediately. And she’s a, it’s a carpet cleaning business, right? And she’s in Washington County. Maryland is where she’s based out of, but she works, you know, a lot in the neighboring, counties and neighboring states. So is there any way to A and I’ll say the dirty word rank in for those other areas for her Services organically in the map pack. You know, map pack is really just based on location first and foremost among other things I guess. Right. But is there a strategy to really push? You know that organic SEO? Yeah I think and you have the right word strategy right? Because It’s not about tactics, not about cramming cities into your title tag, right, right? So I would, first of all, start with You know what it is. What is the geographic area? That is most descriptive of the business. So if people in Washington County say Washington County than, that’s how I describe it. But if people in Washington County, mentioning Town, that’s probably the biggest town in Washington County, that’s what I would use for the primary thing, right? And then so, so that’s where I would focus. A lot of my effort on my website, especially my title tags and 10th on the pages but strategically what I would also do. Is I would look for any opportunity I could to mention any other towns nearby and which I would love to have Services, right? So for example, what if there’s a nearby Town, that’s maybe not in Washington County, but client hired her and the client allowed her to take before and after pictures, right? Yeah. Well now you can produce on your website a case study. I have a carpet cleaning in nearby town. So now you’ve worked in the idea of, here’s a nearby town. Here’s a blog post with pictures before and after and now we have content on our website about that town, that’s useful to customers. Because not only is it showing what we can do to help you. We can do this in your home too, but we are ranking for that town without sabotaging, our ability to rank in our most local Tim. I do this with the Landscape client, they’re based in Nashville, but that can serve all around the Asheville area. And there’s, you know, how the people describe Asheville that they sometimes used Buncombe County, sometimes these Asheville sometimes use Henderson County, sometimes the Flat Rock or black. Yeah, whatever. You know. So so what we’ve done is, we’ve just gone through into everyone, of this person’s Landscaping. We’ve said, okay, here’s an example in this County, here’s an example in this Town and we just do you know a profile. And we show pictures and this is what they did, and this is the problem that they solved and isn’t this great. And it just Gives us the opportunity to talk about these areas with enough content and make it valuable. So if someone does happen to search for Flat Rock North Carolina landscape and that’s pretty small town. But because we have something there or yeah. But the other thing to consider strategically with when it comes to this stuff is the whole idea of near me. Yeah, and Google is training, users of the search engine to use the word near me in their queries. Yeah. So what used to be? We’d search for pizza in Fort Mill, South Carolina. The Google’s kind of trained us to say pizza near me. Yeah, they got me. Yeah, it’s so funny to watch my wife when she Google’s she puts near me after everything it’s really fun and and it’s useful because Google then figures out what near me means it serves up an answer. So you don’t have to know That Fort Mills right next to Rock Hill. And if the closest service is in Rock Hill, it’s just going to serve that. Yeah. So but you don’t rank for near me using the word near me on your website, right? You drink for near me because you’ve talked about where your business is located. On your website and Google is smart enough to say, oh, Rock Hill and Fort Mill right next to each other. I’m going to serve Rock Hill results to the Fort Mill person because that’s the closest thing to them. Yeah, so that’s why it’s just important to have things like Make sure when you’re doing the keyword research for the, for all the pages and services that the company provides that you describe each of those services in light of the main geography. And I would put an address for the business in the footer. Of the website if you can add local, schema to the website so that Google can identify where that business is located easier. That helps to but it all these things that make up the local strategy. Rather than just cramming a bunch of cities into a title tag and saying I’ve optimized for all the towns nearby. Yeah or God forbid building a new landing page with the same content, just substituting out a name of the city on each. You know. That’s that’s what we used to do. Yeah, that’s terrible. I did that. That is Antiquated. So what if you what if you did have those landing pages Say like four of the major towns around that area and they were really populated with those posts that you’re talking about that were constantly updated but that be an okay strategy, as long as the content on each is unique completely unique. Yeah. And you know, there it’s really. So we got to be really careful with Google because it’s smarter than just words. Now, it’s actually able to kind of to a degree almost judge veracity. So I would kind of want to make sure that whatever we say is very related to that town. So Let’s let’s say if we were optimizing for a paper company in Scranton, Pennsylvania. Google is sophisticated enough at this point to realize that Scranton Pennsylvania is called the electric city. So we would want to make sure we talk about the electric city on our page for a paper company in Scranton Pennsylvania, right? So, that’s the kind of details that are worth adding to a page that Google might say Huh. It’s really odd. This is a page about Scranton, Pennsylvania that doesn’t talk about the electric city. That’s very odd because it would expect to see that. Well, so, you know, even relating or talking about the content of the page is related to what’s notable about that City. It helps establish that you really are truly associated with that town. Is probably worth it. I also say making sure you had unique photos Free to those as well, you know? Yeah, that would help. We still on how he wants to organically grow on Google that I was going to add something on that. Go ahead. Okay. Um, you talked about link building in some of our other sessions that could help him grow organically to on Google, right? Absolutely. so, in this case, if we’re talking about focusing on locations, having links from websites in those towns, when help Okay, so that that can be tough when it comes to small towns. But that might be looking at the local Chambers of Commerce. It might be look. Look at like local. Local editions of a major newspaper. The Baltimore sometimes might have a local version of walking in Washington County paper. Right. Kind of like the Charlotte. Observer has a Rockhill version that even men know what they call it but that would be a place to look at for link building opportunities. You know, and in the game plan is all kinds of Link building opportunities. One might be guest blogging where you pitch one of these local websites and say hey would you like a non-promotional helpful article like I don’t know what it would be like when it came to carpet cleaning. But like, maybe it’s something of how do you know how often should you clean your carpets? Or how can you protect your pets against when you’re cleaning your carpets or is something altruistic and helpful that’s relevant? That would be of interest to these websites that you could pitch and then link back to your website from that. It’s a lot of work because you have to find someone willing to take it and you can’t just put an advertisement for your business. They don’t want to publish that unless you want to pay them and then if we pay him you can’t get the link because that’s against Google’s rules. So that Lavon is bringing up a good point. The link building from these other areas would help you show up in those areas as well. Because Google’s going to acknowledge that that websites talking about that place. So if you have a link from that website would be there for showing Relevancy to your business for that area, right? That’s also brings a lot of clarity for me on that. I’ve told some things over the years, of course, and just Yeah, question some things. So yeah. That’s really great. Thank you, good. Good. I’ll guess it was a good session. I didn’t realize it was over three o’clock. Yeah, I know, we always cut. Sometimes we just got to look at each other. Not know what to talk about, but usually we end up with something helpful.


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