Local SEO: Citation Consistency

[Aspirant1]

My company manages local SEO campaigns for local-service SMBs (e.g. plumbers, dentists). One of the things we do is claim and manage directory listings. To provide trackable results, we apply tracking phone numbers to the directory listings, but those phone numbers don't match the phone number listed on the client's site.

So we have a problem from a citation consistency standpoint.

On the one hand, we'd like everything to be consistent -- business name, address and phone number -- to achieve citation consistency.

On the other hand, we want to prove the value of what we're doing by showing the client data from tracked phone calls.

Can we provide best-practice Local SEO and Maps Optimization - and achieve citation consistency - even if we're introducing inconsistency by using tracking numbers?

[anjonr]

In my experience no.  Two numbers for one business just doesn't work.When I've tried to implement this I've had trouble:

A) Getting all the NAPs to match and its not easy to get that done with just one number.

B) Convincing the client to put anything but their business number on their website.

[MiriamEllis]

Hi Robert,

Unfortunately, call tracking is taboo in Local SEO. Here are some articles on this I think you will find helpful:

http://searchengineland.com/be-wary-of-call-tracking-numbers-in-local-search-26895

http://searchengineland.com/for-local-seo-lack-of-call-tracking-solution-spawns-cloaking-70198

The thing is, the phone number is one of your key trust metrics with Google...equal to or greater than street address. Getting this mixed up can have pretty severe consequences, making it not really worth it to even go down the call tracking road.

I understand the frustration with this, especially given how useful call tracking can be in paid search campaigns, and etc., but the best you can do with call tracking is to train the business owner and his/her phone staff to do this the old fashioned way. Train them to ask, "How did you hear about us?" Not very high tech, but it does provide some data to you to see how your work is benefiting the business.

I hope the articles help, Robert. Your questions is a very important and valid one.