Step 1 to Showing Up First in Local Search: The Address Format That Google Actually Reads
Your address seems simple, right? 123 Main Street, Anytown, USA. But here's what most funeral homes don't know: Google treats addresses like a matching game. When your address matches perfectly across all platforms, you rank higher in local search. When it doesn't match, you get pushed down in search results.
This sounds overly simple, but having your address written exactly the same way everywhere online is a key signal that Google is looking for. It's easy to get right, but most funeral homes don't bother. The ones that do? They are the contenders for the top 3 pack.
Why Your Address Format Affects Your Search Rankings
Google's job is to show families the most relevant, trustworthy funeral homes when they search. But Google is like a very picky librarian. It wants everything to match perfectly. When Google sees "123 Main St" in one place and "123 Main Street" in another, it thinks these might be two different businesses.
When your address doesn't match across platforms, Google doesn't perceive you as organized. Not getting this detail right means lower rankings. Lower rankings mean fewer families find you when they're searching for help.
The 7 Address Rules That Boost Your Local Rankings
Here's exactly how to format your address so Google reads it perfectly:
1. Street vs St – Pick One, Use Everywhere
Wrong way:
Google Business Profile: "456 Oak Street"
Website: "456 Oak St"
Facebook: "456 Oak St."
Right way:
Everywhere: "456 Oak Street" (or "456 Oak St" – just pick one)
Spell out "Street," "Avenue," "Boulevard," or use abbreviations. It doesn't matter which you choose. What matters is using the exact same format everywhere.
2. Suite Numbers Must Match Perfectly
Wrong way:
Google: "789 Pine Street Suite 100"
Website: "789 Pine Street #100"
Yelp: "789 Pine Street Ste 100"
Right way:
The same address across directories: "789 Pine Street Suite 100"
Choose one format: "Suite 100," "#100," or "Ste 100." Then use that exact format on every single platform.
3. No PO Boxes on Google Business Profile
Google Business Profile needs your actual building address, not where you get mail. Even if all your mail goes to PO Box 567, your Google listing must show the street address where families can find you.
Use for Google Business Profile: "123 Elm Street"
Use for mail: "PO Box 567"
4. Use the Official City Name
Don't use nickname versions of your city name. Use exactly what the US Postal Service recognizes.
Wrong: "Philly" Right: "Philadelphia"
Wrong: "NYC" Right: "New York"
5. State Abbreviations – Stick to the Official Codes
Always use the official two-letter state codes, not the full state name.
Wrong: "Texas" or "Tex" Right: "TX"
Wrong: "California" or "Cal"
Right: "CA"
6. Check Your Address With the Post Office
Before you change anything, look up your address on the post office website at tools.usps.com/zip-code-lookup.htm. This shows you exactly how the postal service writes your address.
To play it safe, use this exact format everywhere.
7. Google Your Business to See What's Indexed
Search "your funeral home name + address" on Google. Look at what shows up. If you see different address formats in different results, that's your problem right there.
Why Address Mistakes Hurt Your Rankings
Here's what inconsistent addresses actually cost you:
Lower Search Rankings: Google doesn't trust businesses that can't keep their basic information straight. When Google doesn't trust you, families can't find you.
Lost Phone Calls: When you rank lower in search results, families call your competitors instead
Wasted Time and Money: Attempts to optimize your local search results aren’t as effective if your basic address information is wrong
How to Fix Your Address Right Now
Follow these steps in order:
Look up your official address on the post office website
Pick your format (Street vs St, Suite vs #)
Update your Google Business Profile first (this is most important for rankings)
Update your website to match exactly
Search for your business on Google to check your work
Why This Gives You an Edge Over Competitors
Most funeral homes never think about address formatting. They just type whatever feels right at the moment. This creates a huge opportunity for funeral homes that get it right.
When you have perfect address consistency, Google sees you as a trustworthy, professional business. This pushes you higher in search results. This small detail can be the difference between showing up on page 1 or page 3 when families search for cremation services.
What's Next
Getting your address format right is the foundation of showing up first in local search. It's step 1 in building a Google Business Profile that gets you more calls than your competitors.
This article is part of a series helping funeral and cremation providers set up their online marketing properly. We'll cover all the essential elements that make your Google Business Profile work for your business.
Your community depends on you to show up when they need you most. Get this first detail right and they’ll have a better chance of finding you instead of a competitor.
Fix your address format today. It takes 30 minutes and costs nothing.
Getting your address right is just the beginning. Follow us for more content that will help your cremation business climb to the top of Google.
About Dignified Inbound: We help funeral homes and cremation providers show up first when families need them most.
