Here’s a local SEO play to boost organic search conversions:
Add phone numbers, with call tracking, to meta descriptions for key pages.
On nearly all mobile devices, these numbers will be click-to-call within your snippets in search results. That’s one less step for users ready to contact your business. Call tracking ensures they are correctly attributed to organic search.
I often see this happening inadvertently. Google may write its own snippet to better match the search, pulling a number from a keyword’s surrounding text.
To do this properly then, include popular keywords for those pages in meta descriptions alongside the number.
However, the whole idea should be tested since the cost is reducing user engagement with your pages.
For companies focused on calls though, it’s worth a try!