I’m not a big Internet Explorer user but today I’m using IE as my browser of choice. I noticed that when I launch Skype and IE, Skype highlights phone numbers on web sites in the browsers for calling via SkypeOut.
I’ve noticed this in Google AdWords ads but today what really stuck out is the description used by NextStudent.com and the way it looks on my browser. The Meta Description reads : Looking for federal or private student loans for School? Get up to 40k Fast: Call 877-680-9879. Student loan consolidation? Call 800-299-4639. NextStudent- College Funding Made Simple.
The description is very salesy and leads to a call to action : dialing the phone number. Usually this would not be a direct call to action, it would be more passive. However, since Skype is highlighting phone numbers in my browser, the description as shown in Google results now offers two direct call to action buttons via Skype for student loans and loan consolidation; changing the entire dynamics of the search result.
What’s more amazing is that in these search results (which are the page four results for the term ‘loans‘), no other pages are serving phone numbers in their description or title, further differentiating NextStudent.com from its competition while building a sense of brand loyalty with Skype users.
Good work by Hooley and the boys, I’m sure multiple college students use Skype and this is very intelligent search marketing.
Especially useful if the client invests in a free-phone number. We recommend clients use a number of free-phone numbers; one for website; one for print advertsing; one for radio etc.
At the end of the month it makes it very easy to track what ROI the client is getting from different marketing…
I would even go as far to differentiate the phone numbers in the description as calls to be attributed to search engine listings.
Good idea – I think you’re absolutely right; be very interesting data to have.
I generally think meta description tags are crap, but I have to admit that this is the most clever use of one I’ve ever seen.
Any idea what % of people use Skype?
Great catch, Loren! I’ve been seeing this with FF (latest versions of FF automatically install Skype extension that highlights phone numbers). Have been testing it a bit but did not yet analyze the results…
I have used my toll free number in description for a long time and amazed its not done more. Vonage 800 number with their free simu-ring calls up to 10 numbers simutaneously so where ever im at I can pick up the sales call from my search traffic. You can change the numbers on line as much as you like.
This is one of the best search engine marketing technique that I have come across yet. Great idea, I am definitely going to use this on my mortgage website.
Firefox also:
http://www.skype.com/help/guides/ff_extension/
Why use the meta-description? With Firefox 3 and IE 8 you can use microformats to highlight a phone number.
@Malte – I think this techniques is to highlight the phone number in SERP’s more than on the actual site – I dont think thats possible using a microformat.
Do you guys think Phone Numbers in titles work at all?
@Jaan Kanellis – I wouldn’t include a phone number in title… I guess that would look distractive. If you’ve ever seen this done, please give an example…
I noticed this about a year ago and tried to find stats for the % of Skype users’s so I could try it in meta descriptions and Adwords. Couldn’t find any stats and forgot about it until now.
Wish I had thought to blog about it first :(
@Ann, I see it from time to time, usually in the financial or lead generation industries.
I was looking up an Italian restraurant here in Cincinnati:
http://www.google.com/search?hl=en&q=pompilios+cincinnati&btnG=Google+Search
The first listing is Pompilios with title of :
Pompilios Restaurant: Newport, Kentucky 859-581-3065
I didnt think it looked bad at all for a local listing.
Good idea! I can use this!
@ I have used it with some clients – short titles seem to be working right now – so I run: Keyword Content / Site Name / Number.
Then I follow with clear description (with call to action).
Looks great – almost like a paid listing ;)
well, I’m actually trying to get exactly that, not only in the search results, but also on my site, searching how to got me here … I can’t get SKYPE to pick up my number and change it in a link … anybody can tell me how to do that?
thanks
https://addons.mozilla.org/en-US/firefox/addon/4032 might do it
You have to have skype running and than there is a setting in skype that allows you to turn it on or off. Tool>options>Advanced>Advanced settings “Associate skype with callto-links”
can you tell me how to get a scammers cell phone number in Googlers database. So that it can pick it up?
Having skype on google adwords is a good thought but I don’t understand why people want to stuff the keywords in ad description when it has nothing to do with the audience!
This is a GREAT tip!
I’ve buzzed it up on Yahoo!
Best,
http://NewTollFreeNumber.com