SEO and AI visibility
When a family asks for a funeral director, is it you they find?
Families still search for funeral homes. What changed is where they ask. Google, its AI Overviews, ChatGPT and the other assistants all answer the question “who is a good funeral director near me”, and they answer it from what your website says, in a form they can read. We make sure that is you.
Being found is a different job than it was two years ago
Search engine optimisation for funeral homes used to mean ranking on a page of ten blue links. Now an AI answer sits above them, and assistants shortlist two or three firms by name. We have watched them do it, question by question, across nine New Zealand markets and five Australian states. Three things decide whether you are on the list:
- Whether an assistant can read who you are: your name, address, services and standing, in structured data it understands
- Whether your prices are on a page it can read and quote, not locked in a PDF
- Whether the basics a family needs are there: how to reach you now, what services you offer, your notices, your answers to common questions
None of this is a trick. It is the same information a family wants, presented so machines can find it too.
What families and assistants look for
Six things we check, and fix
These are the six categories our free visibility audit scores. They are the same six we work through with you.
Your prices, on a page a family can read
Published pricing, in plain HTML, with what is included stated. The single biggest factor, and the one most funeral homes miss.
Who you are, in a form machines understand
Correct structured data for a funeral home (there is no FuneralHome type; we use the right one), your address, your service area, your founding date, your associations.
Whether assistants name you when families ask
We ask the real questions (“funeral director in [your area]”, “cheapest cremation [your area]”) and record what comes back.
How quickly a family can reach you
A phone number that works at 2am, a clear “call now”, the branch details in the right place.
Your notices, services and answers
Funeral notices that are indexed, service pages that say what you do, and the questions families ask answered on the page.
Your standing
How long you have served, who vouches for you, what families say. Presented so it can be found, not only felt.
Every finding comes with evidence: the searches the assistant ran, what it found on your pages, and what we could not find on the pages we checked. No grades, no red marks. Presence and absence, honestly counted. Run yours in about a minute.
A real result
61 to 79 in one day
Elliotts Funerals, a three-location funeral home we built, scored 61 out of 100 on our first audit. One structured-data block describing who they are, added to the site in an afternoon, took them to 79. The same fix is now rolling out across the 22 funeral homes we look after in New Zealand, measured against a control group so we know what moved the needle and what did not. We publish what we learn.
The service
What SEO and AI visibility from HumanKind includes
Practical work on your website and your listings, in an order that pays back fastest.
Visibility audit and plan
We start with the audit, then a plain-English plan of what to fix, in order of value.
Entity and structured data
The correct schema for a funeral home, your locations, your staff, your services and your prices, emitted properly and kept valid.
Price pages that can be read
We turn PDF price lists into pages families and assistants can read, compare and quote, with Funeral Estimator Pro where it fits.
Google Business Profile
Each location set up, categorised and kept current.
Notices, services and answers
Notice pages indexed correctly, service pages that say what you do, the questions families ask answered on the site.
Monitoring
AI answers change from week to week. We re-check your site and tell you when something material changes, in your score, in whether you are named, and in who is named instead.
You will always know where you stand
Every month you get a short report in plain English: where families are finding you, what assistants are saying about you, what changed, and what we did.
No vanity metrics. The questions we answer are the ones you would ask: are families finding us, and are they choosing us.
Common questions
No. Traditional SEO is part of it. The difference is that assistants read your site differently from Google, and they are already answering the question families ask. We work on both.
To score well with assistants and with families, yes. In Victoria, New South Wales and Queensland it is also the law for funeral providers. We help you do it in a way that feels right for your firm, and Funeral Estimator Pro is one option.
Yes. The checks are the same everywhere; the compliance notes change by market. We currently audit New Zealand, Australia, the US, the UK and Ireland.
Structured data and price pages show up in our audit within days. Search rankings and assistant answers move over weeks, and they keep moving, which is why monitoring matters.
Yes. Most of the work is content and data. If your platform cannot carry it, we will tell you plainly before you spend anything.
Free, no sign-up, about a minute.