(NOTE: Monitoring your funeral home’s online reputation is a requirement for success in the digital age. Try our free Review Scan now for an instant reputation report on your funeral home.)
Are you showing up in the top two or three results when people search for burial or cremation services? If not, you’re losing out on potential revenue, and poor on-page optimization may be part of the problem.
On-page SEO refers to any tactic you use on your site to encourage Google to list you first in search results.
Google (and its users) want to see pages that provide useful content. You should publish content that’s relevant, helpful and of good quality, but great content alone won’t always get the job done. Here are a few other on-page SEO tips:
As much as Google might seem like magic, it’s not. The search engine relies on advanced technology and artificial intelligence, not miracles, to populate results within microseconds of any query. Bots comprise those technologies.
The bots are bits of artificial intelligence that evaluate the content and structure of pages to make determinations about how and where those pages should appear in search results.
To appear in search engine results, your death-care website must be crawled by bots. This is the way it’s been done for years. You just need to make it easy for the bots (also known as “spiders”) to do their work.
Ensure your pages are crawl-friendly by turning off any antibot coding in your site’s robot.txt file. Also ensure your meta robots tag is set to allow crawling and that your URL is included in your sitemap.
We know this probably sounds like a foreign language to most funeral professionals, so working with a professional funeral home marketing company to optimize your site is a good idea.
Remember that more people access the internet on mobile devices than on desktop computers today, and Google knows this. Mobile-optimized sites are responsive sites.
Your pages must perform equally well on any device and be optimized for mobile. They should also load quickly and cleanly; otherwise, most people will leave your site too soon. That inflates your bounce rate and potentially lowers your position in search engine results.
Enhance user experience on your site by ensuring easy navigation. That includes simple, easy-to-access menus and internal linking structures that move users through the site in a logical way.
That’s why you should include appropriate internal links within your website copy. For example, include a link to your cremation page from your page on urn options and use relevant anchor links such as “cremation services” or “cremation options.” Internally linked pages let Google know you think something is important.
A single SEO tactic rarely puts you at the top of the SERPs on its own. But when you combine on-page SEO best practices with other funeral home marketing tactics, you increase your site’s visibility on search engines and drive more organic traffic to your page.
(Note: Ready to supercharge the leads you get from the internet and convert them into real-life clientele? In his free webinar, marketing expert Welton Hong delivers practical techniques you can employ today. Click here to register!)