Share this page
At the end of the year and with all the news in 2025 about Google’s AI Mode and how it is taking over the world’s largest search engine, I thought it would be interesting to see who the current winners and losers are in the funeral profession with this permanent shift in user behaviour.
It turns out the biggest winner is, shucks, Funeral Guide. I’ve been saying on this blog for some time now that it’s a no-brainer for funeral directors to join Funeral Guide in the age of AI as the benefits to them are significant, but of course I’m biased and that’s fair enough.
It’s a different kettle of fish, however, when Google itself says “the most cited third-party website in the UK funeral space for AI-driven searches is Funeral Guide.”
Google goes on to say that Funeral Guide is “frequently prioritised by Google’s AI Mode due to its extensive database of over 100,000 verified reviews and its partnership-driven visibility.”
Again, I’m biased but this trend isn’t going to reverse. In fact, it’s going to accelerate. There is no other impartial, 3rd party website in the funeral profession that has such a large number of verified, independent reviews and Google’s AI knows this, which is why it recommends funeral directors who are members of Funeral Guide.
In 2026, if you haven’t already, you really should join Funeral Guide.
