Get A Grip On Your Business Calls In Our Latest Blog…
In the digital world it’s easy to overlook ‘old fashioned’ methods, but if they work for your business, they work full stop. Often, when setting up conversion tracking, marketers will focus solely on online conversions, such as a contact form fill, eCommerce sale or quote request, but what about phone calls?
Whilst they’re not as easy to set up (or as glamorous), monitoring calls from SEO (and PPC) efforts can be crucial for driving your core business, as well as getting a complete, thorough understanding of how your digital marketing is performing.
Our latest blog is looking at the power of calls, how to track them and how to maximise your return, read on if you want that phone ringing (and you’d like to know why it is). First though, let’s take a look at the bigger picture of conversion tracking, with some tracking event ideas at a glance…
7 Conversion Tracking Ideas At A Glance
The Power of Call Tracking
Picture this: A potential customer lands on your website after a quick Google search. They navigate through your well-crafted pages (incidentally, if you need help with that, we offer web design services too), absorbing information about your products or services. If they don’t fill out a form, how do you know if they are truly engaged? Call tracking.
Here are some other benefits:
- Immediate Connection with Customers: Call tracking allows you to connect with your audience in real-time. A strategically placed phone number on your website gives visitors a direct line to your business. This instant connection can turn curious clicks into valuable conversations.
What’s more, with 61% of customers still preferring to pick up the phone, without it as an option, you could be missing out. - Insights into User Behavior: Beyond the basic function of answering calls, call tracking provides insights into user behavior. You can uncover which pages trigger calls, helping you understand what aspects of your business resonate most with your audience. This data becomes invaluable in tailoring your content and SEO strategy.
- Measuring Marketing Campaigns: Ever wondered which marketing campaign led to that influx of calls? Call tracking answers that question. Assign unique phone numbers to different campaigns, and you’ll gain a clear picture of which strategies are driving engagement. This data-driven approach empowers you to refine your marketing efforts for optimal results.
Integrating Calls With SEO
SEO is the backbone of online visibility, and monitoring calls adds a dynamic layer to your performance metrics. Here’s how call tracking can influence your strategy…
Keyword Insights
Understanding the keywords that lead users to your website is SEO 101. Call tracking takes it a step further by tying specific keywords to incoming calls. You’ll know which search terms are not just driving traffic but driving potential customers to pick up the phone.
Optimising Landing Pages
Your website’s landing pages play a pivotal role in SEO. By tracking calls originating from specific landing pages, you can evaluate their effectiveness. Are visitors finding what they’re looking for, or do certain pages trigger confusion? This information guides you in optimising landing pages for a seamless user experience.
Local SEO Precision
For businesses catering to local markets, local SEO is paramount. Call tracking enhances local SEO strategies by providing data on location-based calls. This data can be instrumental in fine-tuning your local SEO efforts, ensuring your business appears prominently in local searches.
Choosing the Right Call Tracking Solution
As you embark on the journey of integrating call tracking into your SEO strategy, selecting the right call tracking solution is crucial. Consider the following factors:
- User-Friendly Interface: Opt for a call tracking solution with an intuitive interface. The easier it is to navigate, the quicker you can extract actionable insights.
- Dynamic Number Insertion: A feature like Dynamic Number Insertion (DNI) automatically swaps phone numbers on your website based on the visitor’s source. This ensures accurate tracking of calls from different channels.
- Integration Capabilities: The ideal call tracking solution seamlessly integrates with popular analytics and CRM platforms. This integration simplifies data interpretation and enhances your overall marketing strategy.
- Customisation Options: Look for flexibility in setting up tracking numbers for different campaigns and channels. The ability to customize tracking parameters ensures precision in your data analysis.
- Comprehensive Reporting: Robust reporting features are essential. Choose a call tracking solution that provides detailed reports on call metrics, user behavior, and campaign performance.
How Call Tracking Could Be Used In The Real World
To understand the impact of call tracking and how it can effectively inform your SEO strategy, let’s explore a couple of hypothetical case studies.
Using Call Tracking To Inform Keyword Research
A business specializing in handmade ceramics is looking to boost online sales. By implementing call tracking, they discover that calls significantly increase after users search for specific terms like “artisan pottery” and “unique ceramic gifts.” Armed with this knowledge, they optimise their product pages and content for these keywords, leading to improved SEO rankings and, subsequently, higher call volumes.
Mastering Local SEO Using Call Tracking
A local plumbing service integrates call tracking into their SEO strategy. They find that most calls are originating from searches like “emergency plumber near me” and “24/7 plumbing service.” With this information, they can focus their SEO efforts on dominating local search results for these key phrases. The result? Increased visibility in local searches and a surge in service inquiries via phone calls.
Monitoring Ad Performance Using DNI
Using Dynamic Number Insertion, we helped Open House Wigan greater understand their PPC performance, by assigning call conversions from each location to a specific ad campaign.
Using a different, auto generated number on each landing page we were able to identify which campaigns were delivering calls, as well as form fills, giving us (and our client) a better idea of what was working overall. With this in mind, we could amend campaigns to allocate budget to those that not only drove online inquiries but to those that drove calls too.
Best Practices for Seamless Implementation
Implementing call tracking alongside your SEO strategy requires a thoughtful approach. Follow these best practices for seamless integration:
- Strategic Placement of Phone Numbers: Identify key touch points on your website where placing a phone number makes the most sense. This could be on contact pages, service pages, or even strategically within blog content.
- Consistent NAP Information: Ensure that your business’s Name, Address, and Phone Number (NAP) information is consistent across your website and other online platforms. Consistency not only aids SEO but also facilitates accurate call tracking.
- Mobile Optimisation: Given the prevalence of mobile users, optimize your website for mobile devices. This includes ensuring that phone numbers are clickable for users on smartphones, facilitating easy dialing.
- Regular Analysis and Refinement: Set aside time for regular analysis of call tracking data. Identify patterns, emerging trends, and areas for improvement. Use this data to refine both your call tracking and SEO strategies iteratively.
The Wrap Up
Monitoring calls on your website and tracking your SEO performance are a dynamic duo in the digital marketing realm. Call tracking elevates your understanding of user behavior and enhances the precision of your SEO efforts. By seamlessly integrating these two strategies, you not only boost your online visibility but also create meaningful connections with your audience. So, are you ready to unlock the full potential of your website’s performance? It starts with a call.
