How to Get Your Funeral Director Business Mentioned in Google's AI Overviews

You've probably noticed something different at the top of Google lately.

Before you even get to the traditional search results, there's now a neatly summarised answer box. Google calls these AI Overviews, and they're changing how families find funeral directors in your area.

Here's the thing: if your funeral business isn't showing up in these AI-generated summaries, you're essentially invisible to a growing number of people searching for help during one of the most difficult times in their lives.

But don't worry. Getting your independent funeral business mentioned in AI Overviews isn't some dark art reserved for big chains with massive marketing budgets.

It's about doing a handful of things really well.

Let's break it down.

What Are Google AI Overviews (And Why Should You Care)?

AI Overviews are Google's way of giving searchers a quick, helpful answer without them having to click through multiple websites.

When someone searches "best funeral directors near me" or "how much does a direct cremation cost in Manchester," Google's AI pulls together information from trusted sources and presents it right at the top of the page.

This is prime real estate.

If your business or content is referenced in that overview, you're instantly positioned as a trusted authority, before anyone even scrolls down.

For independent funeral directors competing against larger chains, this is a genuine opportunity to level the playing field.

Start With Your Google Business Profile

If there's one thing that underpins everything else we're going to talk about, it's your Google Business Profile (GBP).

Think of it as your digital shop window. Google's AI relies heavily on local business data when answering location-based questions. If your profile is incomplete, inconsistent, or neglected, you're making it harder for Google to trust, and recommend, your business.

Here's what you need to nail it:

• NAP consistency: Your Name, Address, and Phone number must be identical everywhere online. Even small differences (like "Road" vs "Rd") can cause confusion.

• Complete your services: List everything you offer, traditional funerals, direct cremations, funeral plans, repatriation services. Be specific.

• Add authentic photos: Real images of your premises, team, and vehicles build trust. Avoid generic stock photos.

• Post regular updates: Share news, community involvement, or helpful tips. Activity signals to Google that your business is engaged and current.

• Respond to reviews: Every single one. Thoughtful responses show you care, and Google notices engagement.

  
  

If you haven't optimised your Google Business Profile yet, that's the place to start.

We've written a detailed guide on setting up and optimising your profile that walks you through it step by step.

Answer the Questions Families Are Actually Asking

This is where Answer Engine Optimisation (AEO) comes in.

Traditional SEO focuses on keywords. AEO focuses on questions.

Google's AI is designed to answer specific queries. So if you want your business or website to be cited in an AI Overview, you need to be the one providing clear, helpful answers to the questions families are typing into search.

Think locally and specifically. Questions like:

• "How much does a funeral cost in Leeds?"

• "What's the difference between burial and cremation?"

• "Can I arrange a funeral without a service?"

• "What happens if someone dies at home in the UK?"

  
  

Create content on your website that directly addresses these questions. Use the question as a heading, then provide a concise, informative answer in the first paragraph.

Don't bury the answer halfway down the page. Lead with clarity.

Here's a simple formula:

1. Use the question as your H2 or H3 heading

2. Answer it directly in 2-3 sentences immediately after

3. Then expand with more detail, examples, or local context

   
   

This structure makes it easy for Google's AI to pull your content into an overview.

Use Schema Markup to Speak Google's Language

Schema markup might sound technical, but it's essentially a way of labelling your website content so search engines understand it better.

Think of it like putting clear labels on the shelves in your stockroom. Everything's easier to find.

For funeral directors, the most useful schema types include:

• LocalBusiness schema: Tells Google your business name, address, phone number, opening hours, and service area.

• FAQ schema: Marks up question-and-answer content so it can appear directly in search results.

• Service schema: Highlights specific services you offer, like funeral planning or memorial services.

  
  

You don't need to be a web developer to add schema. Many website platforms have plugins or built-in tools that make it straightforward. If you're working with a web designer or marketing agency, ask them to implement it for you.

Why does this matter for AI Overviews?

Because structured data helps Google's AI understand exactly what your page is about, and increases your chances of being cited as a source.

Build E-E-A-T: Experience, Expertise, Authority, and Trust

Google's AI doesn't just pull information from anywhere. It prioritises sources that demonstrate E-E-A-T, Experience, Expertise, Authoritativeness, and Trustworthiness.

For independent funeral directors, this is actually good news.

You have genuine experience. You serve real families in your community. You're not some faceless corporation.

Here's how to show it:

Experience

• Share real stories (with permission) about how you've helped families

• Write from first-hand knowledge, not generic templates

• Include personal insights that only someone in the profession would know

  
  

Expertise

• Create detailed, accurate content about funeral processes, costs, and options

• Address common misconceptions with factual, reassuring information

• Keep content up to date with current regulations and practices

  
  

Authoritativeness

• Get mentioned or linked from local news sites, community organisations, or industry bodies

• Contribute guest posts or quotes to relevant publications

• Build a strong presence on local directories and review platforms

  
  

Trustworthiness

• Display clear contact information and business credentials

• Show transparency about pricing (yes, even if competitors don't)

• Maintain a professional, secure website with HTTPS

Consistency Is the Secret Ingredient

Here's something worth remembering: there's no magic switch that suddenly gets you featured in AI Overviews.

It's about consistent, quality signals over time.

Google's AI learns from patterns. It notices when your Google Business Profile is active, when your website answers questions helpfully, when other reputable sites mention you, and when families leave positive reviews.

Every small action compounds.

Update your profile regularly. Publish a helpful blog post each month. Respond to every review. Add schema to your service pages. These aren't one-off tasks: they're ongoing habits that build your digital reputation.

And that reputation is what gets you noticed.

What This Means for Your Funeral Business

AI Overviews aren't going away. If anything, they're going to become even more prominent as Google continues to invest in AI-powered search.

For independent funeral directors, this is both a challenge and an opportunity.

The challenge? You need to adapt your online presence to meet new standards.

The opportunity? Most of your local competitors probably aren't doing this yet.

By optimising your Google Business Profile, answering real questions with helpful content, implementing schema markup, and building genuine E-E-A-T, you position your funeral business as the trusted local expert.

And when a grieving family asks Google for help, you'll be the one they find first.

If you'd like to dive deeper into how SEO is evolving for funeral businesses, we've explored this in our post on why funeral homes must stay visible in the AI era.

Need a hand getting your funeral business visible in Google's AI Overviews? 

At Avens Marketing, we specialise in helping independent funeral directors build a strong, trustworthy online presence. Get in touch and let's chat about how we can help you stand out.