Schema markup is structured data — code added to your website that tells Google exactly what your business is, where it is, and what it offers. For funeral homes, implementing LocalBusiness schema correctly can improve your search result appearance and contribute to Map Pack rankings. Most vendor-platform sites either omit it entirely or implement it incorrectly.
What Schema Markup Does
Schema markup does not directly improve your rankings — it improves how Google understands your content. When Google understands your content better, it can match your pages to more relevant searches, display rich results (star ratings, hours, address) directly in the search results, and rank your pages more confidently for local queries.
The Essential Schema Types for Funeral Homes
FuneralHome schema: The foundational schema type. Includes your business name, address, phone number, hours, geo-coordinates, and service area. Google has a specific “FuneralHome” schema type — use it instead of the generic LocalBusiness type. Service schema: Add Service schema to each of your service pages. This helps Google understand what specific services you offer and match them to relevant searches. FAQPage schema: Add FAQ schema to any page with question-and-answer content. This can trigger rich results that display your answers directly in the search results. Review schema: If you display testimonials on your website, Review schema can trigger star rating display in search results.
Average increase in click-through rate from rich results triggered by schema markup
Source: Search Engine Land, 2025 CTR study
What Vendor Platforms Get Wrong
Most vendor-platform funeral home sites implement generic LocalBusiness schema rather than the specific FuneralHome type. Many omit geo-coordinates entirely. Service schema is almost universally absent. The result is that Google has less structured information about your business than it could have — which means less confident rankings and fewer rich results.
Key Takeaway