AI, SEO & Your Funeral Business

NAVIGATING THE NEW DIGITAL LANDSCAPE

The world of online search is constantly evolving, and the rise of Artificial Intelligence (AI) is the latest, most significant shift. For funeral directors and celebrants in the UK, understanding these changes isn't just about keeping up – it's about ensuring your compassionate services can still be found by the families who need them most.

You might be wondering, "What does AI have to do with my funeral home's website?" The answer is, quite a lot! AI is revolutionising how search engines like Google understand, process, and present information. This means the old ways of simply stuffing keywords into your website are becoming less effective.

WHAT’S CHANGED WITH AI AND SEARCH? 

Historically, SEO (Search Engine Optimisation) was often about matching specific keywords. If someone typed "funeral director <town>," search engines looked for those exact words on your site.

Now, AI-powered search engines are far more sophisticated. They understand:

1. Intent: AI doesn't just look at the words; it tries to understand why someone is searching. For example, are they looking for immediate support? Pre-planning their own funeral? Or looking for grief and bereavement resources to help them deal with their loss?

2. Context: The search engine considers the user's location, previous searches, and even the time of day to provide the most relevant results.

3. Natural language: People are increasingly using more conversational language when they search, asking full questions rather than just keywords. AI is built to understand this.

4. Generative AI results: You've probably seen search results that provide a summarised answer at the top of Google’s list, often generated by AI, pulling information from various sources. This is a game-changer for how information is consumed.
   

HOW DOES AI IMPACT YOUR MARKETING EFFORTS AS A FUNERAL BUSINESS?

This shift has a profound impact on how families will find your services:

• Less reliance on exact keyword matches: While keywords are still important, the emphasis is now on providing comprehensive, helpful content that answers questions naturally.

• The rise of local search importance: For funeral services, local relevance is paramount. AI enhances the ability of search engines to connect local families with local providers.

• The need for trust and authority: With so much information available, AI prioritises sources that are seen as trustworthy and authoritative. Your website needs to reflect your expertise and compassion.

• Opportunity for connection: By understanding user intent, you can create content that genuinely helps families during difficult times, building a connection even before they contact you.
  

SIMPLE TIPS FOR OPTIMISING YOUR MARKETING FOR AI SEARCH RESULTS

Don't be overwhelmed! Here are some practical steps you can take to ensure your funeral business thrives in this new AI-driven search environment:

1. Focus on answering questions: Think about the questions families might have during a time of loss. For example; "What do I do when someone dies in <town>?", "How much does a funeral cost in <town>?" , "What is a funeral celebrant?" and "Grief support in <town>." 

   • Create blog posts or dedicated sections on your website that directly address these common queries.

2. Embrace local SEO (more than ever!):

   • Google Business Profile: Ensure your Google Business Profile (formerly Google My Business) is 100% complete, accurate, and regularly updated with your services, hours, photos, and even posts. This is crucial for local searches like "funeral directors near me."

   • Local mentions: Naturally include "<your town>," "<your county>," and surrounding areas in your website content where relevant.

   • Local reviews: Encourage families to leave reviews on your Google Business Profile. AI values social proof and local sentiment.

3. Create comprehensive, high-quality content:

   • Instead of short, keyword-stuffed pages, aim for in-depth articles that provide real value. For example, a guide on "Planning a Personalised Funeral in <town>" would be far more effective than just a page titled "Funeral Planning."

   • Show, don't just tell: Use images and videos where appropriate to enhance the user experience and explain complex topics.
     

     

A professional woman, representing a funeral director or celebrant, is looking at a tablet. The tablet screen displays a futuristic interface with search queries like "What do I do when someone dies in Birmingham?" and various AI-driven search results and local SEO indicators (like a map pin and star ratings). The background is an elegant, warm-toned office or consultation room, suggesting a professional and compassionate environment.

4. Optimise for voice search:  People often use voice assistants (Siri, Alexa, Google Assistant) to ask questions. These are typically longer, more conversational queries.

   • Consider how your content would sound if someone read it aloud.

   • Think about "long-tail keywords" – longer, more specific phrases like "independent funeral director services in <town>" rather than just "funeral director."

5. Build trust and authority:

   • "About Us" page: Share your story, your values, and your team's experience. People want to connect with compassionate individuals.

   • Testimonials: Feature heartfelt testimonials from families you've served.

   • Accreditations and memberships: Display any professional affiliations (e.g., SAIF, NAFD, Association of Green Funeral Directors, AOIC, Celebrant Circle).

   • Thought leadership: Share your insights on relevant topics (e.g., unique memorial ideas, navigating grief during holidays).

6. Ensure a fast, mobile-friendly website:  AI, and people dislike slow or clunky websites. Make sure your site loads quickly and looks great on all devices, especially smartphones.

IN SUMMARY

The evolution of SEO with AI isn't something to fear; it's an opportunity. 

By shifting your focus from just keywords to truly understanding and serving the needs of families through helpful, high-quality, and locally relevant content, you can ensure your funeral home or celebrant business remain visible and accessible in your local area and in the new digital landscape. Embrace these changes, and let your online presence reflect the care and compassion you offer in person.

READY TO NAVIGATE THE NEW SEO LANDSCAPE WITH CONFIDENCE? 

Understanding and implementing these AI-driven SEO strategies can be complex, especially when you're a busy funeral director or celebrant, running your business and dedicating your time to  providing compassionate care to bereaved families and the deceased. 

If you're a funeral director or celebrant looking to enhance your online visibility and connect with more families in your local area, Avens Marketing is here to help.

We specialise in bespoke marketing consultancy services, including SEO, tailored specifically for the funeral industry. Let us help you craft an effective digital strategy that gets your services found locally by those who need them most.

Contact Avens Marketing today for a free 15 minute consultation and discover how we can optimise your reach!