At The ICT Shak, we’re often asked whether businesses should use a central 1300 number or stick with their local landline numbers—especially when they have multiple physical locations.
If your business has multiple branches, each with its own local phone number, and you're considering replacing them all with a single 1300 number… stop right there. Here’s why retaining local numbers is better for your local SEO, Google Business Profile, and ultimately, your customers.
Local Phone Numbers = Stronger Local SEO
Google uses many signals to determine where and when to show your business in local search results. One of those signals is your phone number—specifically, whether it reflects the local area code.
When you list a local landline number on your Google Business Profile (GBP), it tells Google, “This business is physically located in this specific area.” That’s exactly the kind of signal Google is looking for when deciding which businesses to display in a local pack or map search.
In contrast, a 1300 number doesn't give Google any indication of location. It’s generic, national, and can water down your visibility in suburb-specific searches.
What About Call Redirection?
Many businesses use local numbers that redirect to a 1300 number for centralised handling—which is perfectly fine.
The key here is to keep the local number visible to the public and Google on your business profile on Google listings and other online directories. It’s okay to route the call behind the scenes, but what Google sees—and what your customers see—should reflect your physical presence in the area.
NAP Consistency is Critical
Your NAP (Name, Address, Phone) must be consistent across your website, Google Business Profile, directories, and citations. Using the correct local number helps Google confirm the legitimacy and uniqueness of each location and business address. Inconsistent NAP data can confuse search engines and reduce your rankings in local searches and Google map searches.
What Happens If You Only Use a 1300 Number?
Switching all listings to a central 1300 number can:
- Reduce your business's relevance for suburb-level searches
- Confuse Google about whether your multiple locations are separate or just one
- Create inconsistency across your online presence
- Lower trust with potential customers who expect to see a familiar local number
Best Practice Recommendation for a Phone Number on Google
- Keep your local landline numbers for each location in all NAP citations and Google Business Profiles.
- Use the 1300 number on your website for broader communication or internal call routing.
- If needed, list the 1300 number as a secondary number on your Google Business Profiles, not as the primary.
Backed Local Search by Industry Experts
Don’t just take our word for it—here’s what industry leaders say:
- Code Supply Co. explains that local numbers are more trusted and signal location to Google:
Read the article - https://codesupply.co/should-you-use-local-phone-numbers-on-google-my-business/ - Sterling Sky shows how to use call tracking and toll-free numbers without hurting local SEO:
Read the article - https://www.sterlingsky.ca/call-tracking-and-local-seo-5-myths-busted/ - WebFX outlines how local numbers increase engagement and visibility in GBP listings:
Read the article - https://www.webfx.com/blog/seo/google-business-profile-ranking-factors/ - Wikipedia on Local SEO highlights the importance of NAP consistency for ranking:
Read the article - https://en.wikipedia.org/wiki/Local_search_engine_optimisation
Need Help with Your Google Business Profile?
At The ICT Shak, we help businesses across Redlands and Southeast Queensland optimise their digital presence—from Google Business Profiles to full website SEO strategies.
Got a question about local SEO or citations? Contact us for a review of your online presence.
