Quick answer: Use one main phone number that rings your business, is under your direct control and, where possible, is a local number rather than a central call-centre line. That is what Google's guidelines ask for on your Business Profile, and repeating the same number across citations keeps your details consistent. If you change numbers, keep the old one forwarding while you update your profile, website and listings in order.
The phone number is often the detail customers act on most directly. A wrong number on one directory means a lost call, not just a weaker listing. Here is how to choose the right number and change it safely.
What Google Says About Phone Numbers
Google's guidelines ask for a phone number that connects to your individual business location (Google's guidelines). In particular:
- Use a local phone number instead of a central call-centre helpline whenever possible.
- The number must be under the direct control of the business.
- Do not use numbers that redirect or refer users to numbers other than those of the actual business.
- Premium-rate numbers are not acceptable.
- Additional phone numbers can be used on Business Profile and other local surfaces.
Which Number Type Should You Use?
| Number type | Good for citations? | Notes |
|---|---|---|
| Local landline (e.g. 01xx / 02x) | Usually best | Signals a real local presence; matches Google's preference for local numbers |
| Mobile (07) | Acceptable | Common for sole traders and service-area businesses; keep it on a business contract you control |
| Non-geographic (0300 / 0800) | Possible | Fine if it rings your business; consider a local number as the main one |
| Premium-rate | No | Not acceptable on Business Profile |
| Third-party lead line you don't control | No | Breaks the "direct control" rule and can disappear without warning |
Call Tracking Numbers: Proceed Carefully
Call tracking lets you see which marketing channel produced a call, and many businesses use it on adverts or their website. The risk with citations is consistency: if every directory shows a different tracking number, your main number appears far less often and the details no longer match.
A cautious approach is:
- Keep your main local number as the primary number on your profile, website and directory listings.
- Where a platform offers a separate "additional number" field, that is the place for anything else.
- Track directory performance using a tagged website link instead of a different phone number. A short tag on the website URL in each listing usually tells you more than a different phone number would.
Whatever you choose, the number must still ring your business and remain under your control.
How to Change Your Business Number Without Losing Calls
Keep the old number live
Forward it to the new one for as long as old listings might still be found.
Update Google and your site
Change your Business Profile and every page of your website, including the footer and contact page.
Major platforms next
Bing Places, Apple Business Connect, Facebook and your main directories.
Search for the old number
Search the old number in quotes to find mentions you forgot.
Log and recheck
Record each change and recheck a few weeks later.
Profile changes on Google usually show within about 10 minutes but can take up to 30 days in some cases (Google Business Profile Help). Directories vary, and some update only when you request it or when their next data import runs.
Formatting the Number Consistently
Most systems recognise a number regardless of spaces, but humans copy what they see. Pick one display format, for example "01743 000000", and use it everywhere you can. In structured data on your website, Google recommends including the country and area code in the telephone property (Google Search Central), so "+44 1743 000000" is appropriate there.
For the bigger picture of matching name, address and phone everywhere, read our NAP consistency guide.
Sources
- Guidelines for representing your business on Google (Google Business Profile Help)
- Manage your business address (edit timing note, Google Business Profile Help)
- LocalBusiness structured data (Google Search Central)
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