How we build organic visibility and acquisition across Dignity, Simplicity and CMG through 2027, now the migration is complete: where each brand starts, what each site needs to do, and the work quarter by quarter.
The migration went live on 7 October 2026. Around 42 funeral director domains and the funeral plans site now sit on dignityfunerals.co.uk, and crematorium pages have moved to thecmg.co.uk. 2027 is the year we turn that foundation into steady growth in visibility, clicks and enquiries.
The national, in-person funeral director brand. Wins local "funeral directors" searches, funeral plans and the advice families look for when someone dies.
Grow local, funeral plan and guidance visibility, and the enquiries that come from them.
The online, low-cost brand. Leads direct cremation, cremation cost and help-paying searches.
Deliver the Simplicity Plan 2027: organic search driving 1,000 or more sales, up from around 500 in 2026.
The crematoria and memorial brand. Now holds the crematorium searches that moved across from Dignity at launch.
Build CMG's search foundation: crematorium pages and Business Profiles, then cemeteries and memorials.
The baseline we will report against, from Ahrefs (Google UK, 1 November 2026) and Search Console.
Ahrefs, Google UK, 1 November 2026. AI citations count links to each site in answers from Google AI Overviews and AI Mode, ChatGPT, Perplexity, Gemini and others. Click figures from Google Search Console. Business Profile figures from our July 2026 analysis.
The three brands share one owner and one platform, so Google and AI tools can see how they connect. These principles keep each brand distinct and stop them competing for the same searches.
Dignity leads funeral director, attended funeral and full funeral plan searches. Simplicity leads direct cremation, cremation cost and help-paying searches. CMG leads crematorium, cemetery, memorial and funeral schedule searches.
Templates, schema, the location data model and reviewed facts are built once and reused. Copy, tone, offer and proof are written for each brand's own audience, which avoids duplicate content.
Dignity pages that mention a crematorium link to the CMG crematorium page, and CMG pages point to relevant guidance, only where they answer the visitor's next question. Families move between arranging a funeral and the crematorium itself, and a clear route keeps them within the group.
Progress is reported on Search Console clicks, enquiries and sales, with a fixed AI prompt set per brand.
Each brand runs as a quarterly programme with monthly measurement. Q4 2026 is set-up, so January's seasonal peak starts with priorities agreed and the first briefs ready. Select a bar to open the detail.
Every workstream with its focus, why it matters, each activity with owner and timing, deliverables and how it is measured. Owners are FIBRE, DEV (your development team), CONTENT (your content team) and CLIENT.
Simplicity's sales target is already set. Dignity and CMG click and enquiry targets will be set in Q1 from current Search Console and GA4 data.
| Measure | What we track | Source |
|---|---|---|
| Clicks and impressions | By brand and area, brand and non-brand split | Search Console |
| Enquiries and sales | Organic enquiries, calls and sales against monthly targets | GA4, call tracking |
| Rankings | Priority keyword sets, including local and Map Pack | Ahrefs |
| Business Profiles | Website clicks, calls and direction requests | Google Business Profile |
| AI visibility | Mentions and citations for a fixed prompt set | SE Ranking, Ahrefs |
| Workstream | Fibre | Dev | Content | Client |
|---|---|---|---|---|
| Research and briefs | Leads | - | Supports | Signs off |
| Copy and page builds | Supports | Supports | Leads | Signs off |
| Templates, schema, speed | Specifies | Leads | - | Signs off |
| Fact and compliance review | Supports | - | - | Leads |
| Business Profiles and Posts | Leads | - | - | Supports |
| Review requests | Supports | - | - | Leads |
| Measurement and reporting | Leads | Supports | - | Reviews |