Topics discussed / In this video:
01:24 – Learn more about Search Engine Optimization
02:39 – The importance of Search Engine Optimization
03:26 – Onsite SEO and Offsite SEO
04:41 – Onsite SEO
05:23 – Category Keywords
07:04 – General website parts
08:21 – How to test Category and Geographical Keywords
11:29 – How Google looks at pages
13:41 – How to write keywords
17:33 – How to arrange URLs
19:13 – The importance of robot’s text file for search engines
22:48 – Fundamentals of SEO to remember
24:18 – No to changing domain name
28:05 – Add obits on your website
31:22 – Introduction to mobile responsive website
33:45 – How SEO is managed
35:29 – We’ll help you accomplish SEO for free by visiting FuneralResults.com/WebAudit
Links and Resources Mentioned In This Episode:
Hi, Robin Heppell here together with Brian Young and on today’s show we’re going to be talking about Funeral Home Websites built with search engine optimization from the ground up to help you achieve top Google rankings.
We’re going to talk about Search Engine Optimization Focused Websites built from the ground up with SEO as one of their core focuses and today talk to us about that. We’ll be interviewing and hearing it from Robin Heppell who is the president here and our chief guru of marketing, especially online marketing.
So to get started Rob, I’d like to ask just for an overview for those who don’t really know what is Search Engine Optimization and why is it so important?
[00:01:24] Sure Brian, thanks. Well as SEO or Search Engine Optimization is the practice where the focus of things that business owners can do to make sure that their websites rank high in the search engines whether it be Google. Most importantly probably 70 to 80 percent of the traffic comes through Google and but even you know Bing and in some other search engines as well.
But generally speaking if you focus on the best practices for Google they’re going to transact over into the other search engines. Some of the factors are what we call onsite SEO where these are adjustments that can be made to your website and then the other set of factors are called offsite SEO and those are other things that can be done with other.
[00:02:39] And the reason why this is important is that being at the top of Google in the search results is kind of like the equivalent of having the biggest and best yellow page ad 10 years ago. Now the reason why this is important especially having search engine optimization built from the ground up when its Web is being developed is that many sites are not as SEO friendly out of the box and they seem to be always trying to catch up.
[00:03:13] My philosophy and our philosophy is if you’re going to build a website you want to make sure that you have all these factors in mind as you’re building it. So they’re just it’s just holistically baked in to your website.
[00:03:26] Now it’s broken into two parts. So there’s onsite SEO and these are factors that are pertaining to your web site itself. And then there’s offsite SEO which are external factors that that help the ranking of your web site. Now 25 percent of the factors are onsite SEO and 75 percent are offsite SEO.
Now the reason though that we want to focus on the 25 percent the onsite SEO, it is the foundation. So without a solid foundation, the sound 5 percent isn’t going to be as effective. So it’s just like building a house either on a solid foundation or building it on sand. And so we’re going to focus on the 25 percent onsite SEO that’s going to give you that foundation to then continue to help your website rank higher in the search results.
[00:04:28] OK. So what I hear you saying is that onsite as SEO is actually in essence weighted more heavily than offsite SEO. So what is onsite SEO? What should we know about that?
[00:04:41] Well again these are the adjustments and optimizations that can be made on your website. Now people, if they were to do some research and just ask you know what’s more important onsite or offsite a SEO most of the results out there are going to say onsite SEO but in the SU community it’s just assumed that anyone building a web site is going to have onsite SEO already built in. So generally speaking it’s a no brainer.
[00:05:08] Unfortunately in the funeral industry a lot of the companies that have more of a technology mindset the web development companies think of SEO as an afterthought.
[00:05:23] Ourselves as a marketing company, we feel that ranking high and Google is a major marketing goal that we want to have and that’s why we incorporate it from the ground up. Now what we’re going to go through are some key components of onsite SEO.
And the first thing is the keywords and keywords for funeral home’s purpose are broken into two groups. They’re what we call the category keywords. Category keywords would be words like funeral – funeral homes, funeral services and then cremation – cremation services, cremation costs. Those would be category keywords. Basically, the industry that we’re in. And then there’s that geographical keywords and this would be location references such as city or town or other geographical references.
[00:06:15] And this the combination of the two is what the SEO community calls local SEO. So, it’s not just being a national brand trying to rank for you know a pair of shoes or something that’s widely available no matter where you are when you’re looking at a local business whether it’s a funeral home or a restaurant or an automotive garage that falls into the local SEO category which you need the combination of your category keywords and your geographical keywords. Then there’s the overall site structure meaning how the content is organized. And for most funeral home websites this is pretty well given.
[00:07:04] We have our general web site components. We’re going to have this. There’s going to be kind of an about section with some history some staffing. There is going to be the services that we offer, funeral creation and maybe talk about also pre-planning. There’s going to be merchandise with the different products that are available.
[00:07:32] And then there’s maybe some other resources such as grief and estate planning and then General contact information. So and other resources. So those components are are pretty well a given now.
[00:07:48] It all depends though how well those are written making sure that we go back and have our keywords displayed throughout those pages of the website. Now as we get in and this is going to get a little more technical we’re going to talk about title tags and toll tags including the the website’s title and the page titles you want to make sure that you have your category and your geographical keywords present.
[00:08:21] And there’s a simple test for this.
[00:08:23] If you’re going to Google into your search bar and type in the word site SITE followed by a colon and then without any spaces, type in your domain name so site:HeppellFuneral.com and then hit enter.
[00:08:46] And this is going to show you a few things on this page. This is going to show at the very top, how many pages Google has indexed for you and we’ll talk about why that’s important in a moment. But then it’s going to give you a listing of all of your pages that Google is aware of.
[00:09:03] Starting most likely with your home page and then probably obituary pages because it’s going to show them kind of in ranking of how they feel they’re the most important. But what it’s going to show you is it’s going to show you the page title then it’s going to show the URL meaning the the link to that to that page and then a little snippet of. And we call that the description of which is a basic overview of that page what’s most important here when we’re doing that is the title of the page.
So, if you see titles that say funeral services or pre-planning or contact us without anything else then that’s a very poor site structure. Well you should see is funeral services and then some form of a break up we like to use a straight vertical line called the pipe which is on most keyboards immediately above the enter key. If you there’s the backslash. And then if you hold the shift key down that’s the pipe. So it would say funeral services pipe and then Heppell Funeral Home and then maybe either comma Victoria B.C. or pipe Victoria B.C.. So you’re getting the name of the page the title of the of the website which is the name of the funeral home and then the geographical location as well.
Now, you can get into this and manipulate them individually. But generally speaking it’s much better to have it that way than just to have funeral services because you do have. So what that is representing is your category.
[00:11:03] Keywords but it’s not representing your geographical keywords which would be your location. It also shows the URL. And we’ll talk about that in just a moment as well. So the site:Test is very easy to perform. Then there are other what we call meta tags.
[00:11:29] And there’s the heading tags and formatting. Now just like it was in school when we’re in probably even in elementary school when we first started working on our writing and grammar and in English class in high school you know we were always taught to have our most important thoughts in the beginning of the story and also at the end of the story draw down a little bit. The first line of a paragraph is the most important and the last line of the paragraph the second most important and then the internal part just adds context. So this is how Google reads pages as well.
So, Google’s going to think if you’re going to title a page something is are you going to give it a title and then you’re going to talk about whatever that topic is in the in the first part of the page and then recap it in the bottom part of the page and then even drilling further. You know how that’s applied to two paragraphs. Google’s going to get the sense of what this page is all about.
[00:12:32] And by using some of the formatting such as what we call these heading tags such as. And you can see these heading tags. When you’re in your Microsoft Word document and you can create a heading one tag a heading to tag. When you’re writing a report this is the exact same thing.
So you might hear the term H-1 tag. That would be the title tag. The H-2 tag could be a section heading paragraph headings could be H-3 tags and Google will read this and see extract from that. Oh this is what this page is about.
And now you want to be careful though that although we have to think that Google is watching when someone’s on that page you know hopefully a prospect that’s going to use your funeral home. We want to write to them so we don’t want to be just stuffing all these keywords in all of those because it’s not going to it’s not going to be very the readability will be very poor and it’ll sound that you probably have poor grammar so that’s not going to help you either.
[00:13:41] And also Google. You know, Google has the smartest engineers in the world working for them. So I will never think to try to outsmart them. So they want you to write as if you’re writing to to humans as well. But in the background just know we want to make sure that when we can we want to highlight the words that we’re using and this can even go down to bolding certain words. Again you want it to be for the humans. But in the back of your mind thinking hey if I bought this word Google’s going to presume that word means has just a little bit more importance than the other words on the page.
[00:14:25] So, that’s in a nutshell the basic page composition. So we’re looking at how we’re going to title the page and the different subheadings of the page. And then even writing the text of those pages as well. That’s why it’s not a good idea to have all of your services on one page so if you have funeral services on one page and then cremation services on another on that same page and then burial services on that page and grave sites on that page. Well, you just you know all things being equal. You’ve taken that page about funeral services and you’ve now watered that down so instead of that page being 100 percent about funeral services you now have that only being say 25 percent and 25 percent of cremation, 25 percent of burial, 25 percent of a graveside.
And then the other could be sometimes even more. So it would be better to have those four or five pages broken out into their own pages so that they are then stand alone 100 percent about funeral services, 100 percent about cremation services, 100 percent about gravesites. And some as you’re building your site just you know think of that sometimes you think oh, we’ll just put it all on one page. Nowadays most websites, the ones that we build anyway there’s no cost for additional pages. So you can have as many pages as you want.
[00:16:00] You want to make sure that you just not a paragraph on there. You want to aim to have at least three 300 words or so on that page. And you know then again formatting it properly.
[00:16:12] So just kind of keep that in mind as you’re maybe doing just a brief little audit of your of your website itself. Oh, you know we’ve added, we’ve lumped all of our services together. And that’s why that page probably won’t rank for those current terms because they’re you know, you’ve kind of watered them all down.
[00:16:33] We find this too the same if you have a firm and maybe you have two or three locations in maybe different towns or cities and but they’re all on one page. So if you have.
[00:16:49] So, if we’re thinking about Washington state you might have location in Everett Washington you might which is North of Seattle you might have a location in Seattle and you might have a location in Tacoma which is (inaudible) the CEO. If you put all those locations on the same page then you’re watering your location or your geographical keywords down by a third instead of having an individual page for each one of those locations. Hopefully you’re kind of getting the gist of how these work together. Your category keywords and your geographical keywords. Now what I’d like to talk about is the structure of your URLs.
[00:17:33] So the URLs are the domain name and then forward slash and then whatever the name of the page is when you do your site :search you’ll see how the how those URLs are formatted and hopefully they’re in using the word so HeppellFuneral.com/funeral-services. That would be ideal because if Google’s going to think, oh, if they’re going to use certain words as their URL that must be important.
[00:18:13] What Google doesn’t like is when it’s auto generated page with a bunch of weird characters and numbers that don’t make any sense at all. So if you can you want to have a system that actually uses words in the URL.
[00:18:31] And when we have a few future episode about offsite SEO when we’re going to be talking up we would talk about this term called anchor text meaning if there’s a word that’s highlighted or linked to go back to your Web site if it’s a link to your funeral services page your keywords are actually going to be in that URL. So that’s going to even help just a little bit more for that page on your site to rank higher. So you want to make sure that your URLs contain words and it’s best that they’re separated by dashes or hyphens.
[00:19:13] And you can eliminate some of those kind of in-between words like you know with, an, of, a, the . Those can be taken off. Just have the kind of the core words that you want to describe that page. Now there are some other items on your website that you want to make sure are in place and one of them is called a robot’s text file. And I like to talk about this as kind of like the traffic cop. So this is a file like a smaller file in the root of your web site directory.
[00:19:52] And it’s the first thing that search engines will read before they kind of enter you know, these web spiders that go in and crawl up your site. The first thing that’s going to read is the robot’s text file. And I’d like to call it the traffic cop because in this text file and it’s usually a few lines of of text it’s going to say you can. You’re allowed to go check out these pages you’re not allowed to check out these pages.
[00:20:21] And then it might say here’s a link to our XML site map so that having that traffic cop there that robot’s text file is really important for those search engines when they come in and then building on that. I mentioned the XML site maps and this is a suggestion or the best practices from all the search engines Google, Bing, Yahoo. That they prefer for you to give them a roadmap to your website instead of the old way of them actually crawling through every page on your website.
[00:21:02] So this roadmap this accidental sitemap is is basically just all of the links to your pages on your website and then from there they can crawl your website and they’re not having to crawl through graphics and navigation. It’s just text and links. And and this is kind of the new way of submitting your website to the search engines.
[00:21:29] So, you want to submit that XML sitemap to Google. They call it Google Search Console now they used to call it Webmaster Tools. You also want to submit that same XML site map to your to Bing Webmaster Tools as well.
[00:21:50] And if you don’t have if you don’t have this then it’s going to really jeopardize your chance to ranking high. And also especially getting obituaries to rank because as soon as a new obituary is added to your site or a new page but we’re adding obituaries to her site more than anything else.
[00:22:10] And then that XML site map gets updated and if that XML site map has been submitted to the Google Search Account Console they’re going to get notified immediately of that new page. So we want Google to know hey, this is the originator of our content not when some other company might be putting up an obituary in a couple of days.
Next that I want to cover are some other SEO factors to keep in mind.
[00:22:48] One is the age of your domain and this is obviously how old your domain is and now look you know we’re getting into you know some funeral homes that have had websites for a couple of decades. And you know some of these domain names are 20 years old and to Google. But those are really strong domain names. So I have to worry here. Do not ditch your old domain name for a new one just because maybe it sounds better.
So, if HeppellFuneral.com was a 12 year old domain name that would be really strong. And you know for some reason some of my buddies you know with their websites they said hey you know what we change your name and we think you should change your domain name to HeppellCares.com. Now sure, that might sound nice to you and you might think it might sound nice to your clientele and if you’ve done that that’s fine. I’m just saying do not ditch your old domain name for that. If you want to have that you want to have that on your business cards. You can do that and then just have HeppellCares redirect to HeppellFuneral.com.
There is also a slight advantage to having your keywords in your domain name. Now, Google has kind of gone back and forth on this but they’re going to having the word Funeral in there from Google standpoint is going to help you more than having the word such as Cares in there.
[00:24:18] And I would also recommend if you’re, you know, if this is something new that you include the word Funeral versus the initials FH again, don’t. If you’ve already established it and you have a 6 year, 10 year, 15 year, 20 year domain name with FH in it or maybe just your single domain name a couple of .com and you’ve built your your brand on that.
[00:24:41] Don’t change it. Now there are times though that maybe as the as the business transitions maybe for one generation to another that you need to. You’ve rebranded and you’re going to change the domain name to something else. And and this is fine and it’s probably you know it’s probably in the long run. Better to have a consistent brand than holding onto that old domain name. What you want to do is pick that new domain name. Make sure that you take all of those.
All of your pages from your old site and but do not I repeat, do not delete that old domain name. Pay the 10 bucks a year and set up a number of what we would call 301 redirects and what these will do is redirect. So if someone’s going to HeppellFuneral.com and and we for some reason maybe changed it to HeppellFamily.com then or maybe maybe have merged with Brian so it’s going to become HeppellYoung.com. We’re not going to get rid of Heppell funeral.
[00:25:57] We’re going to all of those old links we’re going to then create 3:01 redirects behind the behind the scenes to direct them to the new one. But I’ve seen clients go through this they’ve gone through a rebrand. You know they’ve had the domain name and then you know a year Coke goes around and think oh we’re not using that old domain name. And they just let it go and immediately they will drop from first position to like fourth or fifth or tenth or even off the first page.
[00:26:26] So it’s really important to preserve that those authoritative domains.
[00:26:33] Now you know maybe in 15 20 years you can finally get rid of that other one. But you know for 10 years anyway. Or even for 20 for the $200 for reserving that for at $10 a year for 20 years it’s worth it to keep that in place directing to the new domain. We’re going to have a complete episode on how we’ve done this in the future.
So if you’re you know, if you’re to that point we’re going to be transferring from one maybe from one business to another or one generation to another and going to change the name. You’re going to want to follow these steps because too often I see people do it. And the problem is lots of these marketing companies out there that are all about your brand and have a new message for you that’s great. They don’t know how oh, changing a domain name, how that’s going to affect your search engine rankings because that’s not their area of expertise. And that’s why you’re listening to us here because we’ll give you that information.
And then also I want to touch on the number of index pages on your website. So, back to your site colon search you’re going to see a number at the very top of the search results saying you know there’s going to be 500 pages indexed by google or you hopefully in the thousands because every time you add an obituary to your website it’s going to be one more page indexed by the search engines. So this is really important.
[00:28:05] I highly, highly recommend to make sure that your obits are on your website that you’re not using a third party service for your obituaries because that means that your website’s going to sit around 30 or 50 pages and Google is going to think, hey, this website never gets any bigger. It mustn’t be as authoritative as this other site that’s a competing site for the same geographical and category keywords because they continue to grow you know three or four new pages a week. So those are some established on site factors.
[00:28:42] There’s a few new ones that I want to bring to your attention to and you want to make sure that you have your your official company name, your address and your phone number on every page of your website. This is probably best done in the in the footer but and the Google calls it the NAP name address phone number. NAP and that needs to be consistent.
[00:29:15] So don’t if my official name is Heppell Funeral Home Inc. and think you know I don’t have any cremation keywords in there. So on my website I’m going to call it something else. If it’s not your official name don’t change it. Google wants to see consistency.
[00:29:35] So, you have that whatever your official name is, comma address and you want it to be if you’re using street spell street. If you have St. you want St. period on all your pages you want to be they want consistency.
[00:29:53] If you have brackets around the area code of your phone number that’s what they want consistently through your entire site.
[00:30:01] And also wherever your website and company is mentioned on the Internet again they want NAP to have consistency. Another factor that we just found out a few years ago is Google likes to see a Google map of your location on your Contact Us page because they know people are going to the Contact Us page could be looking for directions. They want to make sure that their users are getting the best experience and they feel that if there is a Google map on that page it’s going to help them out and they’re going to reward you for that.
[00:30:40] And then a couple two factors. And these are becoming more and more important is the page speed of your web site. So, Google wants to give again their customers who are their users of their search engine the best possible results and the best possible experience. And so they would rather give extra credit for people whose sites load faster than people who have web sites that don’t load fast because that is such a bad user experience. You can check on your own site page speed at by just googling page speed insights.
[00:31:22] If you go to Google and type that in, you’re going to go to a tool for Google and they will tell you the speed of your website both for laptop and for a mobile. And then speaking of mobile as of I believe, it is April 2015. They call that mobile getting where if your site wasn’t mobile friendly it was going to have a negative effect on your search results for on mobile devices. So Google wants everyone to have mobile friendly sites. There’s two versions of this you can have a mobile responsive site or a mobile version of your web site.
Google prefers it to be mobile responsive meaning that you have one website not two different versions but you have one website and it’s responsive to the width of the device. So if it is on a desktop or laptop it’s going to maybe have four columns on it. If someone’s looking at it on an iPad it’s going to have maybe two columns by two columns and then maybe on a phone.
[00:32:32] All of those columns are going to be stacked one on top of each other so it conforms to the width of the device. And you’ve probably been able to see this yourself by bringing up your own website on your mobile phone. So that this is a pretty big nutshell. But those are the key onsite factors. Now there are other onsite factors but if you get these dialed in you’re going to be doing better than 75 percent of your competitors out there.
[00:33:04] So, Brian that’s a bit of a long tangent there but I just wanted to make sure that we covered all of those points.
[00:33:14] Thanks Rob. Yeah that is quite the fire us to take a drink from what I think is certainly covered a lot there and you can see why a lot of people ask you for help. I’m trying to keep track of that. So, just to dive a little further I know today’s topic is a very technical topic and we are getting into a level of detail. Some people never get heard before but now that you have covered the nutshell as you call it how is onsite SEO accomplished?
[00:33:45] Sure. Well first of all you want to have a review or audit of your site just to make sure that you are following the best practices. And once you have that most of the time the sites that have been built in the last three years you’re going to be able to either do this yourself or have your web developer do it for you is to make those adjustments. There are some older technologies that are still being offered and you can one question to ask your developers are you know hey our website isn’t ranking very well it looks like we have way more pages than our competitors do. You know why and why isn’t that the case and if they give you an answer of oh well you know you need to hire a company to help you with that. That’s the wrong answer.
There’s lots of things as we’ve discovered that can be done on the website itself. And what in a future episode so we’ll dive deeper into how you can promote your content for free how you can you know avoid having to spend $500,000.00 a month on it x third party SEO company. But again in a nutshell you just want to have a you have an audit. You can that’s site:search itself helps out but you can also you know get someone like us to perform something a little bit more in depth. And then you can take that and say to your web developer hey we need you know can you fix these for us.
[00:35:29] And it’s also really important to make sure that you have an x amount site map and a robot’s text file. Again these are things that will be will be discovered with with an audit. And that again should be very easy for your web developers to create those for you. And when we kind of bring this all together. If you if you build this and the site is built correctly and you kind of just keep those other thoughts in mind about you know when you’re writing the pages of your content now that you have an idea of how it works. Keeping those main topics separated and you continually put your obituaries out there on your own web site that over time you’re going to build a very solid platform for your you know, for your online presence.
And you know I just wanted to let you know that you know if you want us to perform an SEO audit for you for your website and again there’s no cost or obligation for this. All you need to go do is go to FuneralResults.com/webaudit and we will provide you with a complete analysis of your website. It will actually contain both onsite features as well as offsite features but it’s a good thing for you to you know for you just to check out. And then you can at least benchmark where you’re at and then ask your current developer to fix any of the errors that that might be present there.
[00:37:16] All right. Well, that is a lot of material a lot of useful material and we do want to make sure that you take time to claim that SEO audit and just see how you’re doing online. So I just echo Rob’s comments there.
[00:37:31] Great Brian. Now one thing that we want to talk about is what’s what’s been happening at Funeral Results Marketing. This is the new marketing brand that has come out of the Funeral Futurist consultancy really happy to have Brian working with me and Brian maybe if you want to share what you know what we’ve been working on over the last couple of weeks.
[00:37:56] Sure. Thanks Rob. Yeah. Regarding the website we’re pretty excited regarding the content that we put on that. Obviously you can get a good look it’s pretty clean and quick read to see various ways Funeral Results Marketing is able to help you strengthen your business, grow your market share, find out what’s happening competitively in the online space whether we’re talking about you or our competitor.
There’s a number of different ways that we can help you grow the business and we think our website will give you a fast clean overview of what that is as well as some great nuggets on ways to strengthen your business or better understand how to save money.
Every business owner seems to appreciate that. So, with that I think will do is transition into me asking a question I love to ask and that’s to you Mr. Funeral Director. What’s your burning question about online marketing for a funeral if you will leave it here. We will try to answer it in an upcoming episode of Strategy Talks.
But we’d like to hear what you’re hearing. We’d like to hear what you’re thinking about. So please leave us a comment on the blog or give it a rating on iTunes or Google Play. And that just helps us move things forward and make it better for you in the future and of course that’s our goal.
So, Rob, I’ll pass it back over to you. Just a quick recap what we did today.
[00:39:25] Sure. Thanks Brian. And yeah, just you know we talked today about the onsite CEO. There’s a number of factors that you have on your website your web hosts have on your website that you can make sure that they are optimized for your best chances of ranking. So whether it’s you know make it while it’s making sure that you have your keywords and the two categories of keywords you have your category keywords which would be funeral, cremation, etc.
Your geographical keywords which would be your city or town and you make sure that those are represented on your site. And then there are you know some of the other factors such as making sure that you have a robot’s text file and a XML sitemap configured for your site.
Also make sure that you consistently have your your name address and phone number. The NAP on every page of your website. Usually it’s in the footer. I’ve seen it in the headers sometimes but in the footer is a good place to have it and you want to use that exact same format throughout the entire Internet.
When your business is being referenced and also make sure that you put a Google map on your Contact Us page and that’s put it in that show again. We can if you need to drill in a little bit deeper for this take us up on the part of your web site. But what I’ll do right now is just turn back to Brian. He’s going to give you a challenge on what you could do right now to just give yourself a quick overview of your web site.
[00:41:14] Thanks, Rob. So today’s challenge to see how you are doing is to go on to Google and the browser bar there are actually not Google just in your browser you can type in the words site SITE: and then your URL. So RobinHeppell.com. You do not need the www. be in there just site:(your domain name).com. And make sure that you are seeing both your category keywords and your geographical keywords in the titles on those pages. If you’re not seeing those things as we cover it today that is going to be hurting your search engine score and decreasing the number of shoppers coming across your Web site. So with that I’ll kick it back to you, Rob.
[00:42:14] Oh, great Brian. and as we wrap up this episode we look forward to Brian for your upcoming episode on using Website Analytics to boost website performance.
[00:42:26] And just to you, the listener, I’d like to thank you for spending time with us today.
[00:42:32] It’s our goal for you to service as many families as possible and provide them more meaningful services. Make sure you check back soon for another episode of strategy talks by Funeral Results Marketing. This has been Brian Young and Robin Heppell.