Call Tracking, DNI Script & Local SEO

[Etna]

Hi Moz!

I've been reading about this a lot more lately - and it doesn't seem like there's exactly a method that Google (or other search engines) would consider to be "best practices". The closest I've come to getting some clarity are these Blumenthals articles - http://blumenthals.com/blog/2013/05/14/a-guide-to-call-tracking-and-local/ & the follow-up piece from CallRail - http://blumenthals.com/blog/2014/11/25/guide-to-using-call-tracking-for-local-search/.

Assuming a similar goal of using an existing phone number with a solid foundation in the local search ecosystem, and to create the ability to track how many calls are coming organically (not PPC or other paid platform) to the business directly from the website for an average SMB. For now, let's also assume we're also not interested in screening the calls, or evaluating customer interaction with the staff - I would love to hear from anyone who has implemented the DNI call tracking info for a website. Were there negative effects on Local SEO? Did the value of the information (# of calls/month) outweigh any local search conflicts?

If I was deploying this today, it seems like the blueprint for including DNI script, while mitigating risk for losing local search visibility might go something like this:

• Hire reputable call-tracking service, ensure DNI will match geographic area-code & be "clean" numbers
• Insert DNI script on key pages on site
• Maintain original phone number (non-DNI) on footer, within Schema & on Contact page of the site
• ??
• Profit

Ok, those last 2 bullet points aren't as important, but I would be curious where other marketers land on this issue, as I think there's not a general consensus at this point. Thanks everyone!

[MiriamEllis]

Hi Charlie,

I'm sorry you haven't yet received any feedback yet on this question. Mike Blumenthal's writing on this topic (which you've already read) is as much as I personally know about on this, having never personally implemented a call tracking strategy for a local business. I'm hoping someone in our community will still reach out to you on this, but it may be that having read what you've read, you know as much as most folks on this topic. It may be you'll need to experiment to learn more.

[Receptional]

Hi Charlie,

Mediahawk has written quite a good guide on local SEO and call tracking https://www.mediahawk.co.uk/blog/call-tracking-improves-local-seo/

The article says "You can use DNI numbers to control what number is displayed to a website visitor based on a countless range of conditions. This means the numbers for your social networks can display to those referred from social media rather than applying social media dedicated call tracking numbers to your updates".

I would suggest applying DNI to key web pages on a website for improved tracking.

Hope this helps. Let me know if you have anymore questions.

Zoe-Lee (user of call tracking)

[DinoRoss]

Hey Charlie - I realize this is a slightly old question post, but I am just now starting to dig into the details on this for my clients.  One thing many of these articles that offer a 'solution' is failing to address is what number to actually put on your local search listing.

I understand DNI and as long as your website has your 'regular' static local number on the homepage, and you use the static number in all of your local SEO efforts - You should not see any penalties.  I have many clients that use DNI and do not have an issue, plus I have read that Google can even read the javascript and see the number the DNI is replacing. The DNI is only useful if someone actually clicks past the initial search result to call - So basically, you may still only be getting partial data if someone does not click to your site but just rather calls the number in search results.

What my clients are now asking for, and I am pushing back on , is whether we can use separate call tracking numbers on separate Local SEO mediums. Here is an example -

Google: 800-555-1234

Facebook: 800-555-1235

Bing Places: 800-555-1236

This would still keep the static/owned number on the site - but show us who is calling from where.  This would give good data in call tracking reports but from what I know and have researched, kills local SEO success due to NAP inconsistency.