Spreading the Word - Amplifying Visibility Through Obituaries

It’s no secret that the digital landscape is shifting… and fast. In April, Google searches declined for the first time ever. That’s right: fewer people are searching, and even when they do...

- 60% of searches now result in zero clicks.

Instead of visiting a website, users are getting their answers directly from AI-powered tools. And by 2026, Gartner predicts a 25% drop in organic traffic due to AI-driven search.

If you're in the funeral profession, you might be wondering: What does this mean for my business?

Let’s talk about it.

AI Has Your Obits

Generative AI tools (like ChatGPT and others) are already scanning the web including your obituaries - and pulling answers from them. If your content isn’t optimized for AI, it could get lost in the shuffle.

That’s where GEO comes in.

- GEO = Generative Engine Optimization. (It’s the new SEO.)

Generative engines work differently than traditional search engines. Instead of listing links, they synthesize answers. That means your content needs to be AI-ready if you want to stay visible.

What Should You Do Right Now?

If you're with Tukios, good news: we’re already working on this for you. But here are five things you can do today to stay ahead:

1. Focus on Reviews
   AI tools favor businesses with strong reputations. Good reviews = more trust.
2. Grow Your Obituary Subscribers
   First-party data is gold. The more people subscribe, the more direct connections you build.
3. Improve Your Obituary Content
   Add photos. Add videos. Write with warmth and detail. The better the content, the more useful and shareable it becomes.
4. Help Families Share Obituaries on Social
   Don’t just post it teach families how to share.
   Example:
   “My sweet grandma passed away. We’d love it if you’d visit her memorial page and share a memory.”
5. Drive Distribution
   Send it to newspapers, post it on social media and email it to friends and family. Every obituary has hundreds of people who would want to know and they won’t see it unless we help it reach them.

Obituary Traffic: Where It Comes From

Here’s what the current traffic breakdown looks like:

• Social – 37%
• Search – 35%
• Direct – 22%
• Referral – 6%

Translation? Social and Search are everything. And both are being influenced heavily by AI.

Top-of-Mind Awareness Matters

When people in your community think of funeral care, you want your name to come to mind first. Amplifying the visibility of your obituaries is one of the most effective ways to do that.

So take this seriously. Embrace the tools. Adapt your strategy. And don’t let your obits fade into the AI abyss.

Need help making your obituaries more visible?
We're happy to walk you through the next steps.

Reach out to your Account Manager or our support team at 801.682.4391 or support@tukios.com.

Book a demo to learn more here.

Watch a replay of last month's webinar here.