Google is always testing new features. It’s part of its unending crusade to help users find what they’re looking for quickly, safely, and accurately. Because of this, many of its latest updates have been mobile optimization efforts. SEO Inc. is an SEO company that is on the forefront of any new Google algorithm changes and immediately incorporates them into our SEO services. Our up-to-date methodologies and campaign strategies get results quickly and efficiently.
Google is now testing click-to-call phone numbers in organic mobile search results. The numbers appear next to a phone icon directly under the page description. Users can now click directly on the tab/number to contact the business they’ve found.
We’ve seen proof of this for one of our own clients. Here’s a screenshot:
As you can see, our client’s phone number occupies its own box. It’s not an extension of the Contact Us page, nor is it showing up as part of the meta description. It’s a click-to-call number with only one function: getting the user in touch with a business.
“Haven’t we seen click-to-call phone numbers in the search results before?”
Yes, indeed. We have seen business phone numbers appear before, both in ads and locally. On the ads side, Google offers a staggering array of features for adding phone numbers to AdWords ads. For locals, Google includes business phone numbers so nearby users can find businesses closest to them, like the nearest restaurant or auto service center.
The first reports of Google click-to-call in organic search began around the end of February/first week of March. As the news began to spread, we and the rest of the SEO world began to realize the implications of having a business’s contact info appear organic.
The Impact of Mobile Organic Phone Numbers
Phone numbers displayed in organic search results suggest several things.
Not every search result is displaying a phone number. We aren’t sure what the criteria is for Google’s algorithms to display the numbers, and we may never find out. It’s possible that Google will test this for a time and then scrap it altogether. In the meantime, however…
Businesses that show the number on mobile organic search results can significantly impact conversion rates. In theory, it’s better for users to see a business phone number right on the search results page rather than being taken to another page and having to search for it again. The fewer steps users are presented with, the sooner they can find what they’re looking for—and the sooner you can make a sale.
Putting the number right on the SERPs is a move against what Google implemented with the local three-pack, where users had to click on a search result to find out the business’s number.
How will this all shake out? Subscribe to our newsletter and bookmark the SEO Inc. blog. That way, you’ll be the first to hear about any up-to-the-minute changes.
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Dalton Grant, a seasoned veteran with over 15 years in the Internet Marketing industry, brings extensive experience and dynamic leadership to SEO Inc. He initially served in various roles within the company, displaying his multifaceted talent and versatile expertise. Today, he holds several critical roles at SEO Inc., including Senior SEO Analyst, Linking Director, Brand Specialist, and Google Link Penalty Guru.
Mr. Grant boasts comprehensive knowledge of our AI SEO and content platform, having been instrumental in its integration since its client roll-out in 2022. His constant drive for growth and innovation propels the company forward, and he consistently brings fresh, groundbreaking ideas to the table.
