Using a Different Phone Number When You Only Manage Off-Page SEO


When you’re only handling off-page SEO, phone numbers seem like a small detail—until they start breaking attribution and muddying results. Using different numbers across citations, PR, and listings can confuse customers, fragment lead tracking, and make it harder to prove what’s actually working. In this post, we explain why consistency matters, how call tracking should be handled when you’re not touching the site itself, and how to set clear rules that keep both reporting and client trust intact.

Table of Contents

Why one number matters

When we manage off-page work, those assets feed traffic and leads back to the client’s site and Google Business Profile. If we use a different phone number on the assets we create, we break attribution. Leads show up in different buckets and nobody gets a clear picture of which marketing moved the needle.

Using the same tracking number across all digital touchpoints gives us one clean source of truth. It lets us show the client the direct impact of listings, PR, and blog posts. It also avoids confusion for potential customers who see multiple numbers and wonder which one to call.

How call tracking fits in, in plain terms

Call tracking services give you a phone number that forwards to the client’s real line. You can see who called, when, and sometimes which page or listing sent the call.

Key facts to remember:

  • Use one tracking number across digital channels so all digital leads are measured in the same place.
  • The client can keep their main number for offline marketing and returning existing customers. That number will continue to serve their current clients.
  • Google Business Profile supports additional numbers. You can add an extra number in the profile, but only one primary number shows publicly in most interfaces. That means if you want the tracking number to be visible on the GBP, set it where it makes sense.

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Our rules for phone numbers when we manage off-page only

  • Rule 1: Be consistent on all digital properties you control. If a tracking number is used for listings, blogs, or PR, use that same number on the website and in the Google Business Profile so all digital calls are tracked together.
  • Rule 2: Let the client keep their offline number. For direct mail, print ads, and business cards, the original number can remain. That preserves continuity for repeat customers.
  • Rule 3: Add tracking as an additional phone number in Google Business Profile. If the client wants their main number to stay primary publicly, add the tracking number as an additional phone number in the GBP admin so it is associated with the listing.
  • Rule 4: If the client refuses any tracking on their branded properties, consider building your own assets. Create and rent pages or profiles you control and use your tracking numbers there. But know that this creates two separate lead streams and makes reporting the client’s overall performance messier.

How to explain this to a client

Clients often worry you want to hide leads or take credit. We find simple, direct language wins the day. Try this approach:

  • Start with the goal: “We want to show you how our marketing performs and send all digital leads into one place so you can see real results.”
  • Explain the mechanics: “A tracking number forwards to your normal line. It just lets us see which listings or pages drove a call.”
  • Offer the compromise: “Keep your main number on offline materials and for returning customers. For all of the digital work we manage, let’s use the tracking number so we can report on what we’re doing.”
  • Finish with the benefit: “This gives you clean reporting and proves the value of the digital work without losing any existing calls.”

When a different number does make sense

There are a few situations where keeping separate numbers is reasonable:

  • If we build and control a separate set of assets that we rent to the client. In that case, we may want our tracking on those assets so we can measure the performance of our property.
  • If the client absolutely will not allow any changes to the website or Google Business Profile and insists on retaining full control. Even then, consider asking for permission to add a tracking number on the assets you create outside the client’s site.
  • If offline marketing needs to be tracked separately. Keep the offline number for print campaigns and the tracking number for digital campaigns.

Even in these cases, explain clearly how leads will be counted and where each type of lead will report. Two streams are OK, but everyone needs to know which stream is which.

Quick checklist to set this up

  1. Choose a call tracking service and set a forwarding number to the client’s main line.
  2. Put that tracking number on the website and in all off-page assets you control.
  3. In Google Business Profile, add the tracking number as either the primary number (if the client agrees) or as an additional number in the profile admin.
  4. Document where each number is used so there is no confusion later.
  5. Report monthly on calls by source so the client sees where leads came from.

Common objections and how we answer them

Here are brief responses to the concerns we hear most often.

  • “We don’t want another number public.” Fine. Keep your original number public for offline and returning customers. Use the tracking number on the digital channels we manage so we can show digital performance.
  • “Will this confuse customers?” Not if we use the tracking number consistently across all digital places. Random numbers across platforms are what confuse people, not a single consistent tracking line.
  • “Are you trying to take credit?” Tracking numbers are for reporting and transparency. We want to prove our work. If anything, using one shared tracking number helps the client see the full lift across digital channels.

If we add a tracking number, will Google penalize the listing?

No. Google allows multiple phone numbers to be associated with a business. The key is accuracy. Ensure the tracking number forwards to the correct client line and that the business name, address, and category match across listings. Keep records of where you use each number.

Can we track calls back to a specific blog, citation, or PR placement?

Yes. Most call tracking platforms let you assign tracking numbers or dynamic numbers at the page level. You can see which page, listing, or campaign drove each call. Use consistent tagging so your reporting stays clean.

What if the client insists we only use their original number on the site?

Try to reach a compromise: keep their number on the site if it matters to them, but use your tracking number on off-site assets and in analytics links. If they refuse any tracking, be clear about the limits of reporting you can provide. Building and renting your own assets is another option.

Is it better to set the tracking number as the GBP primary number?

If the client agrees and you want the tracking number to display publicly, set it as the primary. If they want their main line to remain primary for public display, add the tracking number as an additional number in the GBP admin so it is still associated with the listing.

Final word

We prefer one tracking number across all digital properties we manage. It gives clear attribution, simpler reporting, and less confusion for customers. If a client won’t allow that, we either work out a documented compromise or build separate assets we control. Clear rules and clear reporting keep relationships healthy and results obvious.