Free · schema, explained and written for you

Say what you are,
in the language machines read.

Humans read your website. Search engines and AI assistants also read the markup underneath it — and when that layer is missing, they guess. Schema markup is one invisible block that ends the guessing: this is a funeral home; here is its name, address, and phone. Most funeral home sites don’t have it. Yours can, today — we’ll write the block for you, free.

Have mine written →

What schema is, in one look

A small block of structured text that sits invisibly in your homepage. It never shows to visitors; it exists so nothing about you has to be inferred. Here is a complete one, written for our own demonstration home:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FuneralHome",
  "name": "Solemn Oaks Funeral Home",
  "url": "https://solemnoaks.example.com",
  "telephone": "(555) 014-2260",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "12 Cedar Lane",
    "addressLocality": "Maple Bend",
    "addressRegion": "MI",
    "postalCode": "49000"
  }
}
</script>

That’s the whole thing. Pasted once before your homepage’s closing </head> tag, it answers — in one place, unambiguously — most of what a machine wants to know about your home.

Why it matters

Machines stop guessing

Without markup, an engine infers what you are from prose — and a funeral home is easy to confuse with a florist, a chapel, a cemetery. One block declares it: FuneralHome, this name, this address, this phone.

It’s the audit’s most common finding

Of everything the free AI audit checks, missing structured data is the finding we see most — most funeral home sites have none at all. It is also the cheapest fix on the list.

Every other signal leans on it

Reviews, your Google profile, your obituary pages — engines connect them to you by matching name, address, and phone. The markup is the anchor those matches snap to.

Have yours written now

Type the plain facts about your home — the same ones on your letterhead — and the ready-to-paste block arrives by email, written from exactly what you typed. It’s yours to use with anyone, including your current website company; installing it is a two-minute change for whoever runs your site.

Checking it worked, and going further

How do I know it’s installed right?: Paste your homepage address into Google’s free Rich Results Test (search.google.com/test/rich-results). It should report the detected structured data. Engines usually pick new markup up within a few weeks of their next crawl.
What belongs in the block as it grows?: Hours, your service area, and links to your public profiles (the sameAs field) all belong in the same block. The full checklist, with examples, is on our blog: the funeral home schema checklist.
Is schema a magic ranking switch?: No — it’s hygiene, not magic. It doesn’t outrank good content, real reviews, or crawlable obituary pages; it makes sure everything else you’ve built is attributed to you, unambiguously. That’s why it’s the first fix, not the whole plan.

Say what you are, in the language machines read.