Tel Links
A tel link uses the tel: URI scheme to trigger a phone call on mobile devices, and sms: does the same for text messages. Neither generates a crawlable page or link equity.
Why it matters
On mobile, tel links skip typing and jump straight to the dial pad. For local services, restaurants, and support teams, that friction-cut drives real conversions. But search engines ignore them for ranking or link authority. They see tel: as what it is: a UI enhancement, not a web link.
The SEO risk is misalignment. If your tel: number differs from the phone listed in Google Business Profile or structured data, Google loses trust in the signal. That can hurt local ranking, which is where these links matter most.
How it works
A tel link starts with tel: followed by a phone number in E.164 format (plus sign, country code, number). That's the standard:
<a href="tel:+14155552671">Call us: +1 415-555-2671</a>
Click it on mobile and the phone app opens with the number ready to dial. Desktop browsers typically ignore it, or open a calling app if one exists. The number in the href should always match the display text; mismatches confuse users and auditing tools alike.
What does not matter
Search engines ignore tel links in link audits and authority scores. They won't extract the phone from your href for local SEO; use LocalBusiness schema with a telephone field instead. And the count of tel links on a page is not a ranking signal.
Code example
A properly formatted tel link using E.164 format:
<a href="tel:+14155552671">Call us: +1 (415) 555-2671</a>
For text messages, use the sms: scheme:
<a href="sms:+14155552671">Text us</a>
A common mistake is including formatting characters that break the tel scheme:
<!-- Poor: parentheses and spaces may confuse some clients -->
<a href="tel:(415) 555-2671">Call</a>
<!-- Better: E.164 format without extra characters -->
<a href="tel:+14155552671">Call</a>
How Scalpel shows it
Scalpel counts tel and sms links as separate categories in the Links panel. It flags tel numbers that don't align with structured data or your NAP (name, address, phone), which weakens local SEO signals.
NAP consistency
Your tel: href must match the phone in your Google Business Profile, LocalBusiness schema, footer, and everywhere else you've listed it. When the number differs across signals (one place lists +1-415-555-2671, another shows a different area code), Google loses confidence in that signal. Local ranking suffers.