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Chad Alexander
By Chad Alexander on April 19, 2021

What You Can Do for Your Funeral Home/Home Care Google Business Listing

In the last quarter of 2020, our team escaped below freezing temperatures as we traveled down the East Coast, researching the "best of the best" in Google business listings. We've helped many funeral home and home care business grow, so we focused our Google My Business data on keywords in these industries. 

The Google Business Listing Experiment

Here was our plan:

  • Caravan so that we were searching identical regions as we drove 
  • One team would search by typing in keywords to Google
  • One team would search using the voice feature on their phone

These are the terms we searched for:

GENERAL TOPIC KEYWORDS
funeral homes funeral home cremation mortuary
home health care advanced home care in home care home health care

 

Below are the Top Three who showed up in search for each particular keyword and the associated Google business listing.

Here are our takeaways by city and by keyword:

The City: Richmond, VA

Keyword: advanced home care

1st Place

The first search that came up immediately yielded AT Home Health and Hospice Care. This multi-location agency ranked first even though it was 22 miles away in Colonial Heights.

2nd Place

The second result showed Southeastern Home Health Services. This is also a multi-site agency, but expanding beyond just Virginia into Pennsylvania locations as well. 

3rd Place

We are cheating a little bit here: Covenant Home Care came in fourth place. However, the preceding result was a whopping 74 miles away, so there really isn't anything "local" about that.

Takeaway

This tells us that an ad buy can help bump up your result. If you want your ads to perform well, make sure that they are 25 miles or less. Anything more and you're basically wasting money. Sometimes being second isn't so bad if you're closer in search (1.2 miles from where we were vs. the 22 miles of AT Home Health and Hospice Care).

Keyword: cremation

1st

With a name like the Cremation Society of Virginia, we hope that they would place first.

2nd

Monaghan Funeral Home and Cremation Services landed second place.

3rd

We have to toot our own horn here. One of our clients, Morrissett Funeral and Cremation Service, made third place in local search.

Takeaway

Effective ads, great Google reviews, and a solid website all help you show up in search. Again, sometimes second place is okay if you're closer.

We're proud to have our client show up in the top 3. Talk to us if you want to grow like Morrissett with the Hartway system.

Keyword: funeral home

1st

Dignity Memorial (the result showed up as Woody Funeral Home) wins first place for funeral home search near Richmond.

2nd

Bennett Funeral Homes takes second place with four locations in the surrounding Richmond area.

3rd

Last, but certainly not least, Scott's Funeral Home.

Takeaway

Being the top dog has its benefits. Indicating your hours on your GMB listing also helps.

Keyword: mortuary

1st

Dignity Memorial wins first place again, but this time for mortuary search near Richmond.

2nd

Forest Lawn Cemetery takes second with BurialPlanning.com as the recipient.

3rd

Bennett Funeral Homes shows up again but their ranking under funeral home goes from 2nd place to 3rd when ranking for mortuary.

Takeaway

Being the top dog has its benefits. Again.

Diversifying your keyword rankings, even if you don't rank as high, can be effective. But, ultimately, if you haven't already figured this out, claiming the Google My Business listing has its advantages.

Keyword: in home care

1st

Care Advantage takes the top place, for good reason.

2nd

Southeastern Home Health Services comes up top again.

3rd

BrightStar Care wins third. 

Takeaway

Care Advantage has chat, a CTA up front, and easy-to-read buttons. They should be first place in terms of marketing on the website, but it's all about the keywords. Again and again, businesses that target several applicable keywords can help better their rankings.

Also, having information like hours helps Google understand your business, and they are more likely to serve up your content.

Keyword: home health care

1st

Southeastern Home Health Services comes up top again. This time, it's in first place.

2nd

In second place, Hanover Health and Rehabilitation Center.

3rd

Third place: Care Advantage.

Takeaway

Again, businesses that target several keywords can help better their rankings. And Care Advantage certainly are positioning themselves to be top contenders.

The City: Fayetteville, NC

Keyword: funeral home

1st

Pinecrest Funeral Home

2nd

Another Dignity memorial winner with Reeves Funeral Home.

3rd

Lafayette Funeral Home lands third place.

Takeaway

Multi-location businesses can take advantage of Google My Business too!

Keyword: cremation

1st

Pinecrest Funeral Home is king again.

2nd

Wiseman Mortuary, Inc. nabs second.

3rd

Jernigan-Warren Funeral Home takes third.

Takeaway

Even if your business says, "funeral home" in its name, it doesn't mean you cannot rank on cremation.

Keyword: mortuary

1st

Pinecrest Funeral Home, we keep running into each other.

2nd

2nd place: Cunningham & Sons Mortuary, Inc.

3rd

Finally, Rockfish Memorial Park & Mausoleum.

Takeaway

Pinecrest knows the GMB game.

Keyword: advanced home care

1st, 2nd, & 3rd

This one is a bit tricky because Google did serve us up three separate results in three different locations: the 1st for Advanced Homecare in Pinehurst, the 2nd for AdaptHealth in High Point, and 3rd for Advanced Home Care in Burlington.

Advanced Home Care (two words) looks to be now under three different entities, one of which is AdaptHealth.

Takeaway

If you have multiple locations in the same vicinity, be like these guys.

Keyword: in home care

1st

Well, the first place winner didn't have a website.

Womp womp.

2nd

2nd place: Home Instead Senior Care.

3rd

3rd place: Unity Home Care.

Takeaway

You must have a website to establish credibility...and help traffic know you better!

Keyword: home health care

1st & 2nd

Bayada Home Health Care nabs both first and second wins.

3rd

Amedisys takes third.

Takeaway

These guys look to be the experts for in home care, and it shows.

The City: Hardeeville, SC

Keyword: funeral home

1st

Another multi-location funeral home, Strickland and Sons wins top honors here.

2nd

Sexton Hall Funeral Home wins second.

3rd

Sauls Funeral Home is third place.

Takeaway

Stickland and Son's other location, further than this one, also showed up on search. Proximity helps win the top spot.

Although Sexton Hall Funeral Home is across a state line, Google noticed that the funeral home was only 15 miles away.

Sauls Funeral Home had the shortest distance from our location, so it's all about serving up relevant content.

Keyword: cremation

1st

Cremation Simplified certainly deserves their title.

2nd

Strickland and Sons again wins top honors here.

3rd

3rd place belongs to Keith Funeral and Cremation Services.

Takeaway

If its your namesake, you better rank for it. And mix up those relevant search terms!

Keyword: mortuary

1st

One of the first .gov sites on our list, Beaufort National Cemetery makes 1st.

2nd

Cremation Simplified wins top marks once again.

3rd

Bonaventure Historical Society takes third.

Takeaway

You can be a government entity and still rank on local search.

Bonaventure Historical Society likely ranks better because of people wanting to visit this scenic spot (usually people want to avoid cemeteries unless there are loved ones interned there). 

Keyword: advanced home care

1st, 2nd, & 3rd

This one is like the previous case in NC with 1st place as Advanced Homecare in Durham, the 2nd for AdaptHealth in High Point, and 3rd for Advanced Home Care in Burlington.

Advanced Home Care and AdaptHealth are the winners here.

Takeaway

If you have multiple locations in the same vicinity, be like these guys.

Keyword: in home care

1st

Amedisys takes top marks here.

2nd

Coastal Home Care takes second.

3rd

Right at Home comes in at third place.

Takeaway

Although Right at Home was closer to us in search with a byline of in home care, the website seems to be missing small, yet crucial items like alt tags.

Keyword: home health care

1st & 2nd

Amedisys takes top marks here for 1st and 2nd place with two different locations.

3rd

Again, Right at Home comes in at third place.

Takeaway

It's nice when a business comes up for multiple search terms.

The City: Jacksonville, FL

Keyword: funeral home

1st

In first place: Holmes-Glover-Solomon Funeral Directors.

2nd

Funerals by TS Warden shows up in second.

3rd

3rd place: Evergreen Cemetery.

Takeaway

You can be a funeral director or a cemetery and still rank for the term, "funeral home".

Keyword: mortuary

Okay, take the previous section for funeral home and flip-flop it. Evergreen takes first and Holmes goes to last while Funerals by TS Warden stays the same.

Takeaway

It makes sense that Evergreen Cemetery ranks for mortuary.

Keyword: advanced home care

Remember in North Carolina the groups who won advanced home care? Well, they're back with same ranking: Advanced Home Care (1st place for one location, 3rd for another) and AdaptHealth (2nd place).

Takeaway

Google tries its best to serve up local content...even if local means several states away.

Keyword: in home care

1st

Well this is embarrassing...check out second place.

2nd

Allegiant Home Care came in second place. The problem with the first place winner is that they didn't have a website to link to. So Allegiant is technically first in this scenario.

3rd

3rd place: Concierge Home Care.

Takeaway

Even if it's just a place to answer questions for potential customers, you gotta have a website. Otherwise, customers may go to the next result.

Keyword: home health care

1st

Choice Matters Home Healthcare nabs first place.

2nd

Second place, familiar face: Allegiant Home Care.

Takeaway: Allegiant seems to be pretty awesome at what they do.

3rd

3rd place: Maxim Healthcare Services.

Takeaway

All three of these businesses seem to be pretty awesome at what they do.

The City: Orlando, FL

Keyword: funeral home

1st

First place: DeGusipe Funeral Home and Crematory.

2nd & 3rd

Dignity Memorial is back, but this time for the localized Baldwin Fairchild Funeral Home with each location nabbing second and third.

Takeaway

Multi-location, multi-location, multi-location.

Keyword: cremation

1st

Neptune Society nabs first place.

2nd

Baldwin Brothers A Funeral & Cremation Society takes second.

3rd

We've seen these guys before: DeGusipe Funeral Home and Crematory.

Takeaway

Besides some familiar faces, the GMB listing did incorporate someone new: Neptune Society looks to be a new and upcoming brand to look out for.

Keyword: mortuary

1st

Groundhog Day winner: DeGusipe Funeral Home and Crematory.

3rd

It's rough when we can't find a website for a second place winner. Therefore, 3rd place goes to: Dignity Memorial (again) - Glen Haven Memorial Park .

Takeaway

The winners win a lot...and the losers don't have a website.

Keyword: in home care

1st

Amedisys takes top honors once again.

2nd

Promise Home Care!

3rd

Last, but certainly not least, Sandcastle Homecare.

Takeaway

When you win, you can win big.

Keyword: in home care

1st

The last shall become the first: Sandcastle Homecare.

2nd

Apria Home Care lands second place.

3rd

Avant Healthcare Professionals

Takeaway

Sometimes being last has its advantages.

Overall Takeaways

Here are our takeaways from our trip and how they can impact your business:

  • Diversify your keywords. You may not rank as high for particular terms, but as we saw in the results above, it helps you to at the very least rank for related terms, which brings you to the top of mind for your buyers.
  • Have a website! This is a bare minimum requirement. Not Facebook, not Vimeo or YouTube-directed traffic, but an actual website.
  • Speaking of websites, make sure they are optimized. Images have alt-text, your keyword is repeated in the header and in key places in the article, your website is mobile- and accessible-friendly, etc.
  • Put up your working hours. Google relishes this type of content because you're serving the buyers in knowing when they can expect to interact with you.
  • If you are multi-location, make sure that you list each business in Google My Business as separate entities. Even if you end up changing your name, it's important to keep up those listings as they are driving traffic to your site (unless the information is too old or outdated).
  • Location, location, location goes the old real estate term. But here, we're going to add to this: Location + search intent + relevancy = success. Google asks, "Is the buyer in the right place for this service? Is it the service they are looking for? And will the buyer be satisfied with the result?"

There are opportunities here for businesses of all sizes. Even though multi-location big corporations have some good prominence (one of the three pillars of effective local search rankings), there are opportunities for smaller businesses.

 

 

 

 

Photo by Divya Agrawal on Unsplash

Published by Chad Alexander April 19, 2021
Chad Alexander