SEO Case Study - Devlin Funeral Home's Remarkable SEO Success Journey

Devlin Funeral Home, a cherished family-owned establishment in Cranberry Township, Pennsylvania, has dedicated over 85 years to serving the local community with heartfelt and personalized funeral services. In January 2021, recognizing the evolving digital landscape, Devlin Funeral Home reached out to our SEO agency with a desire to enhance its online presence and attract more visitors to its website,

Facing challenges like limited visibility in online searches, an outdated website, and strong competition from neighboring funeral homes, Devlin Funeral Home sought assistance to navigate these complexities. Our collaborative journey involved refining the website’s content and structure for a better user experience, ensuring it was accessible on mobile devices and loading efficiently.

Local search optimization was prioritized to make Devlin Funeral Home more discoverable, involving improvements to their Google My Business listing and encouraging positive customer reviews. To enrich the online experience, a thoughtful content strategy was implemented, providing informative blog posts and grief-coping guides.

The outcomes of this endeavor were transformative. For 6 months, organic clicks to Devlin Funeral Home increased by a substantial 17%, solidifying the funeral home’s digital presence. The website achieved top rankings for essential keywords, enhancing local visibility and fostering a positive online reputation. This success story reflects not only our dedication to enhancing online visibility but also Devlin Funeral Home’s commitment to serving its community with compassion and dignity.

Discover the inspiring journey of Devlin Funeral Home, triumphing over digital challenges and emerging victoriously, empowered by the impactful SEO services of Icecube Digital.


Low Organic Visibility: The funeral home struggled with poor rankings in search engine results, which meant that its online visibility was severely limited. This deficiency in visibility translated to a lack of organic traffic, hindering their ability to reach potential clients searching for funeral services in their area.

Outdated Website: Devlin Funeral Home’s website was in dire need of a facelift. Its design was outdated, and it lacked essential on-page SEO elements. An outdated website not only discouraged visitors but also contributed to poor search engine rankings.

Local Competition: In a fiercely competitive local market, Devlin Funeral Home faced stiff rivalry from other funeral homes. This necessitated a unique and compelling online presence to stand out and attract potential clients seeking funeral services.

Technical Issues: Managing technical aspects like site speed, crawlability, and structured data proved to be a challenge. These technical hurdles hindered the website’s performance and contributed to its low search engine rankings.

On-Page SEO: Elements such as title tags, meta descriptions, header tags, and image alt text required optimization. Properly optimizing these on-page SEO elements is essential for improving search engine rankings and attracting organic traffic.

Addressing these challenges required a comprehensive and tailored SEO strategy, which we implemented to ultimately achieve significant improvements in Devlin Funeral Home’s online presence and organic traffic.

Devlin Funeral Home
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Devlin Funeral Home
Devlin Funeral Home Webmaster


Our team implemented a multifaceted SEO strategy to comprehensively address the challenges faced by Devlin Funeral Home:

On-Page Optimization: We meticulously revamped the website’s content and structure. This involved optimizing title tags, meta descriptions, headers, and URLs, aligning them with carefully chosen target keywords. Simultaneously, we prioritized enhancing the website’s user experience, ensuring mobile responsiveness, and optimizing loading speed for smoother navigation.

Local SEO: Recognizing the importance of local visibility, we undertook a thorough optimization of Devlin Funeral Home’s Google My Business (GMB) listing. Creating local citations further bolstered their presence in local search results. To build trust and credibility, we actively encouraged customer reviews and diligently managed the funeral home’s online reputation.

Content Strategy: A tailored content strategy was devised to not only boost organic rankings but also provide valuable resources for visitors. Informative blog posts, grief coping guides, and other relevant content were created to engage users and position Devlin Funeral Home as a reliable source in the funeral services domain.

Link Building: A key focus was placed on acquiring high-quality, relevant backlinks. This strategic effort aimed to enhance the website’s authority and trustworthiness in the eyes of search engines, contributing to improved search rankings.

Through a meticulous approach, we also optimized the obituaries page and ensured visibility in Google News, further expanding the reach and impact of Devlin Funeral Home’s online presence. This comprehensive WordPress SEO service overhaul resulted in a significant increase in organic traffic, higher rankings for critical keywords, improved local visibility, and an enhanced online reputation. The success of this strategy is reflected in the positive transformations experienced by Devlin Funeral Home in its digital landscape. Let us go through numbers and various other indicators that can help us paint a clear picture of the success of our SEO strategy.


  • Recovery from Google Core Update Penalty
  • 67% Improvement in Organic Conversions
  • Boost in Organic Impressions
  • 17% Improvement in Organic Clicks
  • 40% Hike in Conversions (From GBPM)
  • 214% Boost in Keyword rankings

What Clients Say?

Icecube Digital is truly one of the top-notch SEO agencies out there, and I’ve yet to come across a better one. Ever since we teamed up with them, our revenue conversion rates and organic traffic have experienced a significant boost. What sets our partnership apart is the remarkable level of collaboration, the abundance of proactive ideas, and their undeniable expertise. Their adaptability and receptiveness to feedback are particularly commendable.

Brian D.
Director at Devlin Funeral Home

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