Updating your Google Business Profile to point to a new website is one of the highest-impact SEO moves a funeral home can make — and one of the most anxiety-inducing. Funeral home owners worry about losing their existing reviews, their Map Pack rankings, and the local authority they have built over years. Done correctly, a GBP website migration preserves all of that and immediately improves your conversion rate. Here is the exact process.
Before You Migrate: The Preparation Checklist
Ensure your new site is fully indexed: Submit your sitemap to Google Search Console and confirm that your core pages are indexed before migrating your GBP. Implement 301 redirects: If you are moving from an old domain to a new one, set up 301 redirects from every old URL to the corresponding new URL. This transfers any link equity from the old domain to the new one. Verify NAP consistency: Your business Name, Address, and Phone number must be identical on your new website, your GBP, and every directory listing. Any inconsistency will suppress your local rankings. Install schema markup: Before migrating, ensure your new site has FuneralHome schema markup with your correct NAP, geo-coordinates, and service area.
Time for GBP website URL update to propagate across Google's systems
Rankings typically stabilize within 7–14 days of migration
The Migration Process
Step 1: Log into Google Business Profile Manager. Step 2: Click "Edit profile" and navigate to the "Contact" section. Step 3: Update the website URL to your new satellite property URL. Step 4: Save the change. Step 5: Monitor your GBP insights and Search Console data over the following 14 days for any anomalies.
What to Expect After Migration
In the first 48–72 hours, you may see a slight fluctuation in your Map Pack position. This is normal — Google is re-evaluating your profile against the new website. Within 7–14 days, rankings typically stabilize. In most cases, funeral homes see an improvement in Map Pack position within 30 days of migrating to a properly optimized satellite property, because the new site provides stronger local relevance signals than the vendor template it replaced.
Key Takeaway