AI is changing the way search results are presented. Your Business Angels (YBA) MD Laura Moxham sets out what you need to know
Google uses AI to summarise information, answer questions and highlight businesses at the top of the results page for some search terms. For many sectors that means users may get what they need without
ever visiting a website. For funeral directors, the impact of these changes is slightly different.
Searches related to funeral services tend to carry very high intent and are of a local nature. People looking for a funeral director are rarely browsing out of curiosity or general interest; they are usually seeking immediate support and guidance. Due to this high intent, Google’s search results still focus heavily on local businesses rather than long AI-generated summaries and, even as AI becomes more embedded within search, these local results remain central to how families find funeral directors online.
Google’s AI systems frequently draw information directly from Google Business Profiles (GBP), and I’ve written many times about the importance of keeping yours up to date with clear descriptions of services,
accurate opening hours, photographs of the premises and thoughtful responses to reviews.
Reviews themselves are particularly influential. Families increasingly read feedback from others before making contact, and these signals also help Google AI determine which businesses appear most prominently in local search results.
Another important aspect is clarity of information. Google’s AI systems work by interpreting and summarising content from across the web. Funeral homes that present clear and consistent information about their services, location and contact details make it easier for these systems to understand and
accurately represent their businesses.
But that is just part of the story. In 2026 people are moving from ‘search’ to find a list of links, to ‘answers’ to generate a specific recommendation. Some families will still search for “funeral directors in Manchester”
for example, while others are asking: “which funeral director near me has the best reviews for simple cremations and offers a peaceful chapel of rest?”
AI doesn’t just look at keywords; it scans for sentiment and context. It reads your reviews to see if people mention compassion, dignified, or transparent pricing for instance. In the past, reviews were for families to
read, now they’re data points for AI models. Google’s AI analyses the tone of your reviews. If 50 reviews mention affordable, it will categorise you as a budget provider in its generated summaries, even if your website says premium.
AI often provides the answer (phone number, price range, and location) directly on the search page, removing the need to visit your website to make contact. That means you need to establish your brand authority by being visible in multiple, reputable places, such as trade associations, directories and
longstanding, recognised websites because AI prioritises information from trusted sources.
It also cares about how you present yourself visually as it’s increasingly capable of reading images to determine the quality of a business. AI now analyses photos in your GBP and website to confirm they match the compassionate or modern tone of your text. AI can often detect stock imagery, which lowers your authenticity score in some ranking algorithms. Ensuring your online presence is accurate, visible, informative and consistent will enable families to find you when they need you most.
ACTION POINTS
- Ensure your website uses natural, conversational language. Write website content as if you were speaking to a family in person.
- Replace stock images with high-quality, original photos of your premises, fleet and team to verify your scale and style.
- Answer ‘how’ and ‘why’ questions; create an FAQ page to answer specific local questions like “How do I register a death in [your location]?”
- Gently encourage families to be specific in their feedback, such as mentioning specific services, as this helps AI understand your business.
- Make sure you appear in high-authority UK trade directories and websites to teach AI that your business is a legitimate, recommended entity.
Next month we look at building a manageable monthly routine to maintain your online presence