As Google’s experimental AI-powered “Search Generative Experience” continues to evolve, it’s never been more critical for funeral and senior care businesses to demonstrate real quality in their online presence. Traditional SEO best practices still matter—content depth, mobile-friendliness, and structured data—but AI-driven results place an even bigger spotlight on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). In this post, we explore practical steps for strengthening those trust signals: share your business history, highlight staff credentials, display authentic testimonials, and clearly communicate your pricing and privacy policies. By consistently showcasing empathy, credibility, and community engagement, you’ll help both families in need and search engines recognize your funeral home’s unique value. We will explore key tips to excel at funeral home marketing for your business in your city.
AI-Driven Search Results
AI-driven search results are still in the experimental stages, so how exactly Google surfaces and credits sources may continue to evolve. That said, there is no “silver bullet” for AI-driven results—Google is simply layering AI technology on top of its existing approach to judging relevance and authority. Learn more here.
Google’s experimental AI search (called “Search Generative Experience”) synthesizes information from many web pages and attempts to provide an immediate, concise answer to the query. This is powered by large language models (similar in concept to ChatGPT/Bard). Google still relies on many of the same ranking signals for discovering and vetting website content. So the traditional SEO ranking factors like:
- Content quality and E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
- Page speed and mobile friendliness.
- Backlinks and site reputation
- Structured data (where applicable)
The AI summarization can only generate answers from what it deems “high-quality” and relevant sources. If your site is well optimized for regular Google Search, then it has a better chance of appearing in or being cited by AI-driven results.
So what (if anything) could you be doing differently? We would suggest that in your content:
- Authors (or businesses) are clearly identified to build trust. Expertise is showcased through credentials, case studies, or knowledgeable content.
- Trust signals like reviews, testimonials, and transparent business information are readily visible.
Because AI-generated summaries can pull from many sites, Google is more likely to use a site it believes is authoritative and up-to-date. So, regularly auditing and updating site content helps maintain relevance.
source: Fat Joe
Understanding E-E-A-T
E-E-A-T is an acronym used by Google to assess the overall quality of a website or piece of content. It stands for:
- Experience: Does the creator show firsthand, personal experience with the topic?
- Expertise: Is the content produced by someone knowledgeable in the subject area?
- Authoritativeness: Is the creator—or the website—recognized as a go-to source in the field?
- Trustworthiness: Can users rely on the accuracy, safety, and integrity of the content?
Websites and content demonstrating strong E-E-A-T signals are more likely to be deemed high-quality by Google and appear higher in search results.
Below are some actionable suggestions to help funeral businesses emphasize E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). The tips assume this site is dedicated to senior care or related services and can be adapted based on your exact offerings and organizational structure.
1. Experience
Showcase Business History & Roots
- Mention the year you opened or how many generations have operated the funeral home.
- Highlight personal stories or milestones (e.g., “Serving the community since 1950”).
Highlight Staff & Personal Connection
- Include staff introductions with photos, real names, and backgrounds (e.g., “John Doe, Licensed Funeral Director with 15 years of service”).
- Share meaningful experiences or anecdotes that illustrate your understanding of the grieving process.
Use Real Imagery & Facility Tours
- Replace stock photos with genuine images of your facility, team members, and comforting spaces.
- Consider adding a virtual tour or photo gallery to help families feel more familiar with your environment.
2. Expertise
Display Professional Credentials & Licenses
- List all relevant certifications (e.g., state funeral director’s license, continuing education courses).
- Mention memberships in professional associations (e.g., National Funeral Directors Association, state-level funeral director groups).
Offer Educational Content
- Publish FAQs, blog posts, or guides (e.g., “What to Do When a Loved One Passes,” “How to Plan a Meaningful Memorial Service”).
- Provide answers to common queries and practical advice to demonstrate your depth of knowledge.
Community Events & Seminars
- If you host or participate in local grief support groups, pre-planning workshops, or community memorials, add details and photos.
- Post upcoming event dates or recaps to show ongoing engagement and real-world expertise.
3. Authoritativeness
Feature Testimonials & Reviews
- Encourage families you’ve served to share authentic feedback on Google, Yelp, or other reputable platforms.
- Display select testimonials on your site (with permission) showcasing positive experiences and outcomes.
Showcase Awards & Recognitions
- If you’ve received local awards, media coverage, or recognition from community leaders, highlight them (e.g., “Voted Best Funeral Home 2023”).
- Add logos or badges from trusted sources (local newspapers, professional groups) to build social proof.
Link to Credible Third-Party Mentions
- Link or embed articles from respected local news, industry websites, or community bulletins that mention your funeral home.
- Collaborate with local hospice care providers, grief counselors, and healthcare institutions and note these partnerships on your site.
4. Trustworthiness
Transparent Pricing & Service Packages
- Clearly outline your funeral and cremation packages, detailing all services included (e.g., basic, traditional, celebration-of-life packages).
- Avoid hidden fees; be upfront about costs, and clarify any extras (flowers, memorial cards, urns, etc.).
Privacy & Data Security
- Provide a clear Privacy Policy explaining how you handle personal and sensitive information (e.g., pre-planning forms).
- Ensure your site is secured with HTTPS and mention compliance with relevant data and record-keeping regulations.
Clear Contact Information
- Display your phone number, email address, and physical address prominently on every page (e.g., header or footer).
- Include a quick and simple contact form with an expected response time (“We typically respond within 24 hours”).
Ethical & Regulatory Compliance
- Mention adherence to local and federal laws (e.g., FTC Funeral Rule in the United States).
- Assure families that your processes meet or exceed regulatory standards and industry best practices.
Bonus Tips
- Update Content Regularly: Keep blog posts, service pages, and community event listings current so visitors see active engagement.
- Mobile-Friendly & Accessible Site: Use responsive design and follow basic accessibility guidelines so all visitors can navigate your site easily.
- Personal Touch: Convey empathy in your tone and content. Families seeking funeral services are in a sensitive state—trust is built through genuine compassion, clarity, and warmth.
- Implementing these E-E-A-T best practices will help demonstrate your funeral home’s credibility and care, both to Google and to the families you serve. By blending transparency, expertise, and genuine compassion, you’ll build stronger trust online and in your community.
In Conclusion:
Families in times of loss and transition look for compassionate guidance from providers who truly understand their needs. By embracing E-E-A-T—showcasing your experience, expertise, authoritativeness, and trustworthiness—you not only strengthen your visibility in Google’s algorithms but also offer tangible reassurance to the people who matter most: those seeking your care and support.
Let your sincerity shine through real images, transparent pricing, and heartfelt testimonials. In doing so, you position your funeral home as a beacon of comfort and reliability in both your local community and the broader online search landscape.
About Us
Orange Rock Media is a veteran-owned digital marketing and SEO agency headquartered in Central Florida. Specializing in high-quality web design, agile development, and deep technical SEO, the team is dedicated to building secure, flexible, and consumer-focused platforms that evolve with your business. Our in-depth SEO expertise—covering everything from advanced site audits and structured data to performance-driven strategies—brings extra credibility to discussions on AI-driven search. By following a process-driven approach from initial consultation to post-launch optimization, Orange Rock Media ensures every project meets the highest standards of functionality, user experience, and measurable ROI. With personalized service and technical know-how, we deliver digital solutions that stand the test of time.
