In the realm of local SEO, consistency of Name, Address, and Phone Number (NAP) is a foundational element. Search engines like Google rely heavily on this data to verify the authenticity of local businesses and to match them with relevant local queries. The placement of phone numbers on a website, particularly in the header, is often a topic of debate among SEO practitioners and local business owners. This article explores the relationship between phone number placement on website headers and local SEO performance, drawing on insights from the provided source data.
NAP Consistency and Its Impact on SEO
The source materials emphasize the critical importance of NAP consistency across all online platforms, including a business's website, Google My Business (GMB) listing, and local citations. According to one of the sources, if a phone number is listed on a website as a primary number but is different from the one listed on the GMB profile, this inconsistency can negatively impact the confidence Google has in the business's online presence.
For example, if a website features an 800 number as the primary contact while the GMB listing uses a local number, this discrepancy may signal to Google that the business is not the same entity across different platforms. This inconsistency can potentially lead to a lower confidence score, which may affect the business's visibility in local search results.
To mitigate this issue, one recommended approach is to add the local number as a secondary phone number on the GMB listing. This allows for the retention of the 800 number on the website while ensuring that the local number is also present on the GMB profile, thus maintaining a level of NAP consistency. This practice can be particularly useful for businesses that wish to retain their 800 number for national marketing purposes but also want to appear in local search results.
The Header's Role in Phone Number Visibility
The website header is a prime location for displaying a business's phone number. Given that the header is one of the first elements a user sees when visiting a website, placing the phone number there can enhance its visibility. This visibility is important for several reasons, including improving user experience and reinforcing the business's contact information.
However, the placement of the phone number in the header must be handled carefully to avoid introducing inconsistencies that could harm local SEO efforts. One of the sources mentions that the header is a location where businesses should be particularly cautious about displaying the same phone number. This is because the header is often considered a key area for NAP data, and any discrepancy here could signal to search engines that the business's information is not reliable.
In some cases, businesses may choose to use different phone numbers for different personnel or departments within the same organization. While this is a common practice, it can introduce challenges for local SEO. The sources suggest that businesses should ensure that the primary phone number displayed in the header is the one that is consistent across all online directories and citations. This helps maintain a high level of confidence in the business's information and supports better local search performance.
Technical Considerations for Phone Number Placement
From a technical SEO perspective, the placement of phone numbers on a website involves considerations beyond just the header. For example, if a business chooses to use different phone numbers for different sections of the website, it is important to ensure that the primary phone number is the one that is indexed by search engines. This can be achieved by using schema markup to specify the primary contact information for the business.
Schema markup is a form of structured data that helps search engines understand the content of a webpage. By using schema to mark up the business's contact information, including the primary phone number, businesses can provide clear signals to search engines about their contact details. This can help improve the accuracy of the business's information in search results and support better local SEO performance.
Practical Recommendations for Businesses
Given the insights provided in the source materials, here are some practical recommendations for businesses looking to optimize their local SEO efforts through phone number placement:
Maintain NAP Consistency: Ensure that the phone number listed on the website is the same as the one listed on the GMB profile and other local directories. This consistency helps build confidence in the business's online presence and supports better local search visibility.
Use Secondary Phone Numbers on GMB: If a business wishes to retain an 800 number for national marketing purposes, it can add the local number as a secondary phone number on the GMB listing. This allows the business to maintain NAP consistency while also showcasing the 800 number for broader marketing efforts.
Display the Primary Phone Number in the Header: The header is a key location for displaying the business's phone number. By placing the primary phone number there, businesses can enhance its visibility and reinforce the business's contact information for users and search engines.
Avoid Vanity Numbers in NAP Data: While vanity numbers can be useful for specific advertising scenarios, they should not be used as the primary phone number in NAP data. This is because some platforms may not accept letters in phone numbers, and they can be difficult for users to dial accurately.
Use Schema Markup for Contact Information: Businesses should use schema markup to specify their contact information, including the primary phone number. This helps search engines understand the content of the webpage and can improve the accuracy of the business's information in search results.
Conclusion
The placement of phone numbers on a website header plays a significant role in local SEO. NAP consistency is a critical factor in building trust with search engines and ensuring that a business appears in local search results. By maintaining consistency across all online platforms, including the website header and GMB listing, businesses can support better local SEO performance. Additionally, the use of secondary phone numbers on GMB and schema markup can further enhance the visibility and accuracy of a business's contact information.
Sources
- Google Local Search Update Notes
- Technical SEO Audit Template
- Local SEO Case Study: Chicago Dental Practice
- [Internal Case Study]
- [Internal Case Study]