How to Increase Ranking on Google Maps

How to Increase Ranking on Google Maps for Funeral Homes

SEO
November 20, 2025•6 min read

When a family searches for a funeral home, one of the first things they see on Google is the map section. This area, often called the “Local Pack” or “3-Pack,” displays three local funeral homes along with their phone numbers, reviews, and directions.

For most families, that map section is where the decision is made. They click on one of the top listings, call, and move forward with arrangements.

If your funeral home isn’t showing up in those top map results, you’re missing out on a significant number of at-need calls.

The good news is that you can improve your visibility on Google Maps by focusing on a few key strategies. In this guide, we’ll explain how to strengthen your ranking, what Google looks for, and how to make your funeral home more visible to families searching in your area.

Why Google Maps Rankings Matter for Funeral Homes

Families searching for immediate help are not scrolling through dozens of listings. They look at the first few results on Google Maps because they seem the most trustworthy and convenient.

Ranking higher on Google Maps helps you:

  • Be one of the first providers families see

  • Increase your call volume without paying for each click

  • Strengthen your reputation with reviews and visibility

  • Compete effectively with other funeral homes in your market

For many funeral homes we work with at FirstCall Marketing, Google Maps is one of the top drivers of calls when optimized correctly.

How Does Google Decide Which Funeral Homes Rank in the Map Pack?

Google uses a combination of three factors:

1. Relevance
Does your listing clearly describe your services and match what families are searching for?

2. Distance
How close is your funeral home to the person searching?

3. Prominence
How trusted and well-known is your business online? This includes reviews, citations, and overall activity.

You cannot control distance, but you can influence relevance and prominence by optimizing your online presence.

Step 1: Fully Optimize Your Google Business Profile

Your Google Business Profile (GBP) is the foundation of your map visibility. A half-filled or outdated listing hurts your rankings and your credibility.

Here’s how to optimize it properly:

Complete Every Section
Fill out your:

  • Business name

  • Address

  • Phone number

  • Website

  • Hours

  • Categories

  • Services

  • Business description

Google favors complete profiles because they give families more useful information.

Choose the Right Categories
Your primary category should be either:

  • Funeral Home
    or

  • Cremation Service

Add secondary categories such as Funeral Planning Service or Memorial Service Provider if they apply.

Add Photos and Videos
High-quality photos help families feel more comfortable, and they also signal to Google that your listing is active. Include images of your chapel, arrangement rooms, staff, vehicles, and exterior signage.

Post Updates Regularly
Google rewards active listings. Posting weekly or monthly updates, such as service offerings, grief resources, or community involvement, helps improve relevance.

Step 2: Earn Strong, Consistent Google Reviews

Reviews play a major role in your Google Maps ranking. A funeral home with more high-quality reviews is more likely to appear in the top results.

Here’s how to get more meaningful reviews:

  • Ask families personally after services

  • Send a gentle follow-up message with a review link

  • Respond to every review with care and professionalism

  • Avoid generic responses — personalize them

  • Encourage families to mention specific services like cremation, memorials, or pre-planning

Not only do reviews influence your rank, but they also help families feel confident choosing your funeral home.

Step 3: Keep Your Online Citations Consistent

Citations are mentions of your funeral home’s name, address, and phone number across online directories. Google cross-checks this information to verify your legitimacy.

Common directories include:

  • Yelp

  • Yellow Pages

  • Bing Places

  • Apple Maps

  • Chamber of Commerce sites

  • Funeral industry directories

Your information must match exactly everywhere. Even minor inconsistencies (like “Ave” vs. “Avenue”) can weaken your trust score.

Step 4: Build Local Backlinks

Backlinks are links from other trustworthy websites pointing to your website. They act like credibility signals for Google.

For funeral homes, the best backlinks often come from:

  • Local news websites

  • Hospice organizations

  • Churches

  • Community groups

  • Cemeteries

  • Local charities or event sponsorships

  • Chamber of Commerce listings

The more respected the site linking to you, the stronger your prominence score will be.

Step 5: Improve On-Page SEO on Your Website

Google Maps ranking isn’t just about your listing. It also depends on how well your website is optimized.

Here’s what your site needs:

  • Location keywords (such as “funeral home in Tampa FL”)

  • Individual service pages for funerals, cremation, pre-planning, and memorials

  • Clear contact information

  • Fast loading speed

  • Mobile-friendly layout

  • Schema markup to help Google identify your business

When your website is strong, it reinforces your local presence and your overall ranking.

Step 6: Add Service Area Pages for Nearby Towns

Families often search from neighboring towns, not just from the city you’re located in.

Service area pages help you reach families outside your immediate location by creating dedicated pages for places you serve, such as:

  • “Funeral Services in Shelbyville”

  • “Cremation Services in West Haven”

  • “Funeral Home Near Maplewood”

Google uses these pages to understand your geographic relevance and expand your reach.

Step 7: Update Your Listing Frequently

Google prioritizes listings that demonstrate ongoing activity. You can improve your ranking by regularly updating your:

  • Photos

  • Posts

  • Services

  • Business description

  • FAQs

  • Holiday hours

Inactivity sends the message that your business is outdated or unattended.

Common Questions Funeral Homes Ask About Google Maps Ranking

How long does it take to rank higher on Google Maps?

Improvements can start within a few weeks, but strong rankings typically take two to three months of consistent optimization.

Can I rank in nearby towns even if my funeral home is not located there?

Yes, you can extend your reach with strong local SEO, service area pages, and consistent activity, but physical proximity still matters.

What hurts Google Maps rankings the most?

The biggest mistakes include inconsistent citations, outdated listings, a lack of reviews, and incomplete Google Business Profiles.

Do paid ads affect Google Maps ranking?

No. PPC ads do not directly increase map rankings. However, when paired with strong SEO, they improve overall visibility and help families see your name in multiple places.

Choosing a Partner Who Understands Funeral Home SEO

Google Maps optimization is one of the most effective ways to increase call volume for funeral homes. But it requires ongoing work, accurate listings, and a strategic approach designed for your community.

At FirstCall Marketing, we specialize exclusively in funeral homes and cremation providers. We optimize your Google Maps presence, track every call, and show exactly which ones came from your marketing — all with no long-term contracts.

We help funeral homes:

  • Improve map rankings

  • Earn more reviews

  • Strengthen website SEO

  • Show up consistently in the top search results

  • Increase calls from at-need families

If you want to see how your funeral home ranks right now and what you can do to improve, request a Free Marketing Analysis today. We’ll show what’s working, what needs attention, and how you can rise into the top map results in your area.

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