Seen 347,749 times in three months, chosen 119,411 times
Google keeps a record of every time burstows.com.au appears in a search and every time someone clicks it. These are the figures for 04/06/2026 to 01/09/2026, and they say two things at once: Burstows is found easily by name, and the rest of the site is being shown to a great many people who then click somewhere else.
What is working
Anyone who searches for Burstows by name finds Burstows, and most of them are looking for who is in care.
| Search | Shown | Clicked | Position |
|---|---|---|---|
| burstows toowoomba | 14,355 | 11,555 | 1.1 |
| burstows in our care | 10,432 | 9,341 | 1.2 |
| burstows funerals | 10,351 | 8,581 | 1.4 |
| burstows funerals currently in our care | 10,402 | 7,420 | 1.2 |
| burstows tribute centre | 7,784 | 6,641 | 1.9 |
Currently in Our Care alone took 83,050 of the 119,411 clicks. The homepage took 19,881 and the Tribute Centre 15,156. Everything else on the site shared the remaining 1,324.
Where it leaks
These five pages were shown hundreds of thousands of times between them and clicked a few hundred. When a page is shown that often at a decent position and is not chosen, the words under the blue link are usually the problem. Here is what that looks like today.
| Page | Shown | Clicked | Click rate | Position |
|---|---|---|---|---|
| Contact Us | 110,152 | 300 | 0.27% | 5.6 |
| Webstreaming | 105,843 | 2,347 | 2.2% | 5.0 |
| The Funeral Notice guide | 85,769 | 820 | 0.96% | 6.2 |
| Our Services | 59,321 | 293 | 0.49% | 6.5 |
| Toowoomba | 43,161 | 141 | 0.33% | 6.9 |
The words under the blue link are called the description. The current site has none, on any of its 90 pages, so Google writes one itself from whatever it finds on the page, and it often picks a line from the menu or the footer. It also has no structured data, which is the plain list of facts (name, address, phone, opening hours) that lets Google show a business properly, and no sharing images, so a page pasted into Facebook or a text message shows as a bare link.
The searches that are not your name
Take Burstows out of the search box and this is what is left. The demand is almost entirely for funeral notices in Toowoomba and across the Downs, and the pages answering it are the old notice guide, at position four to ten with under one percent clicking, and Currently in Our Care.
| Search | Shown | Clicked | Click rate | Position |
|---|---|---|---|---|
| current funeral notices toowoomba | 6,008 | 424 | 7.1% | 2.0 |
| darling downs current funeral notices | 5,853 | 326 | 5.6% | 2.2 |
| heritage funerals currently in our care | 5,688 | 72 | 1.3% | 9.3 |
| toowoomba funeral notices | 5,166 | 2,076 | 40% | 2.1 |
| toowoomba chronicle funeral notices | 4,818 | 624 | 13% | 4.3 |
| funeral notices toowoomba | 4,167 | 1,522 | 37% | 2.4 |
| warwick funerals | 4,011 | 802 | 20% | 1.4 |
| warwick funeral notices | 2,522 | 136 | 5.4% | 5.2 |
| current funeral notices dalby | 2,016 | 141 | 7.0% | 3.1 |
| funeral homes toowoomba | 1,495 | 91 | 6.1% | 1.7 |
Two of these are worth a second look. Funeral homes toowoomba puts Burstows in second place and only six in a hundred click, which is a page that does not yet say what the searcher typed. And heritage funerals currently in our care is people looking for a competitor's notices and finding yours, 5,688 times.
Funeral notices sit outside the website
The notices themselves, Currently in Our Care and the Tribute Centre, are published by Firehawk, the tribute platform, and shown inside the site. That is where 83,050 of the 119,411 clicks went. The website can point people to them, describe them and keep the addresses working, and it does all three, but it cannot control what Firehawk publishes or how quickly Google reads it.
So the notices are a thing to be managed on the way through, not a thing the new site fixes. The old notice guide at /arranging-funeral/the-funeral-notice was shown 63,246 times in three months and now lands on the matching stage of Arranging a Funeral, and Currently in Our Care keeps its address exactly as it is. When Firehawk moves to its next version, the embeds are swapped in one place.
Fixed on the day the new site goes live
- A description on every public page, 77 of 83, written for the search each page is shown for.
- A canonical address on every page, so Google never counts the same page twice.
- Sharing tags on every page, so a link pasted into Facebook or a message shows a title and a summary.
- A sitemap and a robots file Google can trust.
- Eighteen old addresses redirected to their new homes, so nothing earned is lost.
- Clean pages: 16 KB of code instead of 119 KB, and 168 building blocks on the homepage instead of 609.
- Alt text on most images. 116 still to write, down from 375.
What we would do next
- Watch the notices searches through the Firehawk changeover, so any movement is seen the week it happens.
- Rewrite the descriptions on the five leaking pages first: Contact, Webstreaming, the notice page, Our Services and Toowoomba.
- Structured data: the facts of each of the four homes for Google's business panels, each news post marked as an article, the arranging guides marked as questions and answers.
- A sharing image for every page, composed on the Burstows palette.
- The four location pages tuned for funeral directors Dalby, Warwick and Gatton, and connected to their four Google Business Profiles.
- News with a rhythm: three suggestions a month and one piece written, published by the media team through Sanity.
- Tracking when Google's AI answers and ChatGPT quote Burstows, and which pages they quote.
Your SEO carries on, and gets easier to do well
Nothing changes with the fees for your SEO. The 800 AUD a month you already pay carries on exactly as it is. What changes is our ability to support it and take it further, because everything in the list above now sits on a site we can change the same day, rather than one we have to work around.
We manage the hosting the way we already do for McGrath's, and the same team supports both sites in unison, so a fix or an idea on one becomes a fix or an idea on the other.