Funeral Home SEO: How to Rank Higher on Google and Get More Calls
When a family experiences a loss, one of the first things they do is open Google and search for help. They might type “funeral home near me,” “cremation services in [city],” or “funeral arrangements.”
If your funeral home isn’t appearing near the top of those results, chances are they’re calling someone else. That’s where funeral home SEO comes in.
In this guide, we’ll explain what SEO really means for funeral homes, why it’s essential in today’s market, and how you can improve your rankings to get more calls from local families.
Why SEO Matters for Funeral Homes
Families today aren’t using the Yellow Pages or relying only on word-of-mouth. They’re using Google to find the services they need at the exact moment they need them.
SEO, or Search Engine Optimization, is the process of improving your online presence so that your funeral home shows up when families in your community search for your services.
The higher you rank, the more visibility you get — and the more families you serve.
Strong SEO helps you:
Appear in Google’s local “3-Pack” map results.
Rank higher in organic (free) search listings.
Build trust through consistent online visibility.
Receive more website visits, phone calls, and inquiries.
When done correctly, SEO can become one of your most reliable sources of calls, without the high ongoing costs of traditional advertising.
How Google Decides Which Funeral Homes to Show
Google’s goal is to show families the most relevant, trustworthy, and local results. It uses hundreds of ranking factors to determine which funeral homes appear first.
Some of the biggest include:
Relevance: Does your website clearly explain your services?
Proximity: Is your funeral home physically close to the person searching?
Prominence: Do you have strong reviews and backlinks from trusted sites?
Website quality: Is your site fast, mobile-friendly, and easy to use?
Understanding these signals helps you focus your efforts where they matter most.
Step 1: Optimize Your Google Business Profile
Your Google Business Profile (GBP) is one of the most powerful tools for local SEO. When someone searches “funeral home near me,” those top three listings that appear under the map are pulled from Google Business Profiles.
Here’s how to optimize yours:
Verify your listing. Make sure your business is verified by Google and that your name, address, and phone number match what’s on your website and other directories.
Select accurate categories. Your main category should be “Funeral Home” or “Cremation Service.” Add secondary categories that fit your offerings, like “Funeral Pre-Planning.”
Add photos. Upload professional images of your chapel, staff, and facilities. Real photos help build trust.
Write a strong description. Include keywords like “funeral home in [city]” or “cremation services [city].”
Post regularly. Google rewards active profiles. Share updates, grief resources, or community events.
Collect and respond to reviews. Reviews boost your ranking and show families that you care.
Your goal is to make your profile a complete, accurate reflection of your business so families — and Google — can easily recognize your credibility.
Step 2: Improve Your Website’s SEO
Your website is your digital foundation. It’s where families go to learn more, compare options, and decide whether to call.
Here are key ways to optimize your website for SEO for funeral homes:
Use the Right Keywords
Include relevant, location-based phrases naturally throughout your site. For example:
“Funeral home in Denver, CO”
“Affordable cremation services in Portland”
“Funeral pre-planning near Orlando”
Each page should target one primary keyword and a few related terms.
Create Dedicated Service Pages
Instead of listing everything on one page, create individual pages for each service: funerals, cremations, memorials, pre-planning, veteran services, and grief support.
This helps Google understand your services better and allows you to rank for more specific searches.
Make It Mobile-Friendly
Over 70% of searches now happen on phones. A slow or confusing mobile site can cause families to leave before contacting you.
Add Clear Calls to Action
Each page should make it easy for visitors to call, email, or fill out a form. Keep your phone number visible at the top of every page.
Include Schema Markup
Schema is a small piece of code that helps Google understand your website. For funeral homes, schema can highlight your services, reviews, address, and operating hours.
When implemented correctly, schema can make your listings stand out in search results and improve click-through rates.
Step 3: Earn and Manage Reviews
Reviews are one of the most powerful local SEO signals. They tell both Google and potential families that your funeral home is trusted and reliable.
Here’s how to build a strong review strategy:
Ask every family you serve to leave a review. A simple, kind follow-up message goes a long way.
Respond to all reviews — positive or negative — with professionalism and empathy.
Avoid generic replies. Make each response personal and respectful.
The more quality reviews you have, the better your chances of ranking higher in map results — and the more confidence families will have in choosing you.
Step 4: Build Local Backlinks
Backlinks are links from other reputable websites to your own. They act like online “votes of confidence.”
Google views backlinks from trusted local sources as proof that your funeral home is respected in the community.
You can earn backlinks by:
Joining your local Chamber of Commerce.
Partnering with nearby cemeteries, florists, or hospice organizations.
Submitting your website to industry directories.
Writing articles for local news outlets about grief resources or community service.
A handful of strong local backlinks can do more for your rankings than dozens of low-quality ones.
Step 5: Post Local, Helpful Content
Blog posts and resources are excellent ways to show expertise while improving SEO.
Write articles that genuinely help families, such as:
“What to Do When a Loved One Passes Away”
“The Difference Between a Funeral and a Memorial Service”
“How to Pre-Plan Your Funeral in [City]”
Each post gives Google more reasons to show your website for relevant searches, and families will appreciate your guidance.
Consistent, high-quality content builds both authority and trust.
Step 6: Track and Measure Your Results
You can’t improve what you don’t measure.
Track key metrics like:
Keyword rankings (to see where you show up).
Website traffic from Google.
Calls or form submissions from organic visitors.
At FirstCall Marketing, we take this a step further by using advanced call tracking to show which calls came directly from your marketing. That means you’ll always know which efforts are driving results — and which ones aren’t.
Step 7: Stay Consistent and Keep Optimizing
SEO isn’t a one-time project. It’s an ongoing process of updates, reviews, and refinements.
Google rewards consistency. The more regularly you update your website, add reviews, and publish helpful content, the stronger your visibility becomes.
Think of SEO as building long-term trust — with Google and with your community.
Choosing the Right Partner for Your SEO
While any business can attempt SEO, the funeral profession is unique. Your messaging must be compassionate, your timing sensitive, and your strategies tailored to how families search during emotional moments.
That’s where a specialized marketing partner makes all the difference.
At FirstCall Marketing, we focus exclusively on funeral homes and cremation providers. Our team manages everything from local SEO and Google Ads to reputation management and call tracking — all with full transparency and no long-term contracts.
We believe in results you can see. You’ll always know how many calls came from your marketing, what’s working best, and where your growth opportunities lie.
Choosing SEO That Works When Families Need You Most
When families search online for help, they’re not comparing dozens of options — they’re choosing one of the first few they see.
Strong SEO ensures your funeral home is among them. It means being visible, trusted, and ready when your community needs you most.
If you want to rank higher on Google and start getting more calls, FirstCall Marketing can help. Request a Free Marketing Analysis today to see where you stand, what’s working, and how we can help your funeral home rise to the top.
