Understanding User Experience to Enhance Funeral Home Marketing SEO

Do you know how to ensure your funeral home website supports a strong user experience? If not, you could be suffering in search engine rankings.

As a business marketing your services online, you are not Google’s primary customer—the user is. Google makes decisions all the time about SEO that cater to user experience, and that means optimization is about way more than keywords in 2019. Here are three metrics to keep your eye on (and improve) for successful funeral home marketing in the new year:

Organic Click-Through Rate

Click-through rate (CTR) refers to how often individuals click on links to your website. If people are clicking through to your site often when it appears in the search results, Google assumes you have a strong listing that matches user intent for the search. It rewards you by bumping you up in the rankings.

Improve your CTR with strong title tags and meta descriptions that entice the user to click on your site. 

Bounce Rate

Bounce rate is how rapidly a visitor leaves your site instead of navigating to other pages on your domain. It matters to Google because a high bounce rate suggests that your site isn’t living up to the promise you made in meta descriptions and title tags. Your site isn’t relevant to the search, isn’t helpful enough for users to continue to other pages, or is so difficult to use, the person can’t be bothered to stick around.

Lower your bounce rate with compelling landing pages and content that persuades users to take action, such as clicking through to learn more about preplanning or completing an online content form to schedule a meeting with a funeral director.

Dwell Time

Dwell time is how long someone spends on your page. Google really likes this one, because it means the user found your page helpful (and usable) enough to stick around and interact with the content. 

The average dwell time for a first-page Google result is just over three minutes. In an industry that deals in lifetimes, that sounds like a short time. But it’s almost impossible to achieve without great page content that follows best funeral home marketing practices.

In 2019, the way users experience your site—on mobile and desktop— is critical to SEO success. Take time to evaluate your site performance and content to get ahead in the new year.

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