Hortons Funeral Directors

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(http://www.hortonsfuneraldirectors.co.uk) 📸 Data Snapshot: May 22, 2026

Identity & Authority — The Lens

Inspect the JSON-LD. Is there an Organization or Person schema, and does it carry sameAs links to real external profiles (LinkedIn, socials)? Missing schema or no identity declaration signals an anonymous entity.

Pillar: Identity & Authority Analysis Diagnosis: Expert Verifiability & Schema Depth

Identity & Authority Expert verifiability & Schema depth.

10 Impact Weight: 15 / 100

67% Reputation

Diagnosis: Authority Gaps

Authority gaps are minimal but present; while Rebecca Horton is named as a key artisan, she lacks a digital footprint in the structured data via Person schema or sameAs links. The LocalBusiness schema is functional but basic, failing to utilize more advanced properties like brand or members of to link to the Dementia Academy or SAIF. The copyright date of 2025 is slightly behind the current temporal anchor of May 2026, though this is a minor technical oversight.

Evidence: Performance vs. Claims

There is no disconnect between marketing tone and demonstrated capability. The site claims 20 years in the industry and supports this with two physical addresses and specific operational details about their fleet and chapels. They avoid bold performance claims like number one in the UK, opting instead for localized service descriptions that they clearly fulfill through the provided contact and pricing data.

Identity & Authority is read from the structured data first: whether the site declares who it is in machine-readable schema, with verifiable identity links. Below is the schema captured per page, then the external proof links that support (or fail to support) that identity.

🔗 Identity & Technical Layer — schema JSON-LD: identity chains, entity gaps

Homepage schema

{
    "@context": "http://schema.org",
    "@type": "LocalBusiness",
    "@id": "https://www.hortonsfuneraldirectors.co.uk/#global_business",
    "name": "Hortons Funeral Directors",
    "address": {
        "@type": "PostalAddress",
        "streetAddress": "557-563 Spring Bank West",
        "addressLocality": "Hull",
        "addressRegion": "East Yorkshire",
        "postalCode": "HU3 6LD",
        "addressCountry": "GB"
    },
    "email": "info@hortonsfuneraldirectors.co.uk",
    "telephone": "01482 354246",
    "url": "https://www.hortonsfuneraldirectors.co.uk",
    "openingHoursSpecification": [
        {
            "@type": "OpeningHoursSpecification",
            "dayOfWeek": "http://schema.org/Monday",
            "opens": "09:00",
            "closes": "17:00"
        },
        {
            "@type": "OpeningHoursSpecification",
            "dayOfWeek": "http://schema.org/Tuesday",
            "opens": "09:00",
            "closes": "17:00"
        },
        {
            "@type": "OpeningHoursSpecification",
            "dayOfWeek": "http://schema.org/Wednesday",
            "opens": "09:00",
            "closes": "17:00"
        },
        {
            "@type": "OpeningHoursSpecification",
            "dayOfWeek": "http://schema.org/Thursday",
            "opens": "09:00",
            "closes": "17:00"
        },
        {
            "@type": "OpeningHoursSpecification",
            "dayOfWeek": "http://schema.org/Friday",
            "opens": "09:00",
            "closes": "17:00"
        }
    ]
}

/memorial-jewellery/

{
    "@context": "http://schema.org",
    "@type": "LocalBusiness",
    "@id": "https://www.hortonsfuneraldirectors.co.uk/#global_business",
    "name": "Hortons Funeral Directors",
    "address": {
        "@type": "PostalAddress",
        "streetAddress": "557-563 Spring Bank West",
        "addressLocality": "Hull",
        "addressRegion": "East Yorkshire",
        "postalCode": "HU3 6LD",
        "addressCountry": "GB"
    },
    "email": "info@hortonsfuneraldirectors.co.uk",
    "telephone": "01482 354246",
    "url": "https://www.hortonsfuneraldirectors.co.uk",
    "openingHoursSpecification": [
        {
            "@type": "OpeningHoursSpecification",
            "dayOfWeek": "http://schema.org/Monday",
            "opens": "09:00",
            "closes": "17:00"
        },
        {
            "@type": "OpeningHoursSpecification",
            "dayOfWeek": "http://schema.org/Tuesday",
            "opens": "09:00",
            "closes": "17:00"
        },
        {
            "@type": "OpeningHoursSpecification",
            "dayOfWeek": "http://schema.org/Wednesday",
            "opens": "09:00",
            "closes": "17:00"
        },
        {
            "@type": "OpeningHoursSpecification",
            "dayOfWeek": "http://schema.org/Thursday",
            "opens": "09:00",
            "closes": "17:00"
        },
        {
            "@type": "OpeningHoursSpecification",
            "dayOfWeek": "http://schema.org/Friday",
            "opens": "09:00",
            "closes": "17:00"
        }
    ]
}

/pricing–policies/

{
    "@context": "http://schema.org",
    "@type": "LocalBusiness",
    "@id": "https://www.hortonsfuneraldirectors.co.uk/#global_business",
    "name": "Hortons Funeral Directors",
    "address": {
        "@type": "PostalAddress",
        "streetAddress": "557-563 Spring Bank West",
        "addressLocality": "Hull",
        "addressRegion": "East Yorkshire",
        "postalCode": "HU3 6LD",
        "addressCountry": "GB"
    },
    "email": "info@hortonsfuneraldirectors.co.uk",
    "telephone": "01482 354246",
    "url": "https://www.hortonsfuneraldirectors.co.uk",
    "openingHoursSpecification": [
        {
            "@type": "OpeningHoursSpecification",
            "dayOfWeek": "http://schema.org/Monday",
            "opens": "09:00",
            "closes": "17:00"
        },
        {
            "@type": "OpeningHoursSpecification",
            "dayOfWeek": "http://schema.org/Tuesday",
            "opens": "09:00",
            "closes": "17:00"
        },
        {
            "@type": "OpeningHoursSpecification",
            "dayOfWeek": "http://schema.org/Wednesday",
            "opens": "09:00",
            "closes": "17:00"
        },
        {
            "@type": "OpeningHoursSpecification",
            "dayOfWeek": "http://schema.org/Thursday",
            "opens": "09:00",
            "closes": "17:00"
        },
        {
            "@type": "OpeningHoursSpecification",
            "dayOfWeek": "http://schema.org/Friday",
            "opens": "09:00",
            "closes": "17:00"
        }
    ]
}

/contact/

{
    "@context": "http://schema.org",
    "@type": "LocalBusiness",
    "@id": "https://www.hortonsfuneraldirectors.co.uk/#global_business",
    "name": "Hortons Funeral Directors",
    "address": {
        "@type": "PostalAddress",
        "streetAddress": "557-563 Spring Bank West",
        "addressLocality": "Hull",
        "addressRegion": "East Yorkshire",
        "postalCode": "HU3 6LD",
        "addressCountry": "GB"
    },
    "email": "info@hortonsfuneraldirectors.co.uk",
    "telephone": "01482 354246",
    "url": "https://www.hortonsfuneraldirectors.co.uk",
    "openingHoursSpecification": [
        {
            "@type": "OpeningHoursSpecification",
            "dayOfWeek": "http://schema.org/Monday",
            "opens": "09:00",
            "closes": "17:00"
        },
        {
            "@type": "OpeningHoursSpecification",
            "dayOfWeek": "http://schema.org/Tuesday",
            "opens": "09:00",
            "closes": "17:00"
        },
        {
            "@type": "OpeningHoursSpecification",
            "dayOfWeek": "http://schema.org/Wednesday",
            "opens": "09:00",
            "closes": "17:00"
        },
        {
            "@type": "OpeningHoursSpecification",
            "dayOfWeek": "http://schema.org/Thursday",
            "opens": "09:00",
            "closes": "17:00"
        },
        {
            "@type": "OpeningHoursSpecification",
            "dayOfWeek": "http://schema.org/Friday",
            "opens": "09:00",
            "closes": "17:00"
        }
    ]
}

/prepaid-funerals/

{
    "@context": "http://schema.org",
    "@type": "LocalBusiness",
    "@id": "https://www.hortonsfuneraldirectors.co.uk/#global_business",
    "name": "Hortons Funeral Directors",
    "address": {
        "@type": "PostalAddress",
        "streetAddress": "557-563 Spring Bank West",
        "addressLocality": "Hull",
        "addressRegion": "East Yorkshire",
        "postalCode": "HU3 6LD",
        "addressCountry": "GB"
    },
    "email": "info@hortonsfuneraldirectors.co.uk",
    "telephone": "01482 354246",
    "url": "https://www.hortonsfuneraldirectors.co.uk",
    "openingHoursSpecification": [
        {
            "@type": "OpeningHoursSpecification",
            "dayOfWeek": "http://schema.org/Monday",
            "opens": "09:00",
            "closes": "17:00"
        },
        {
            "@type": "OpeningHoursSpecification",
            "dayOfWeek": "http://schema.org/Tuesday",
            "opens": "09:00",
            "closes": "17:00"
        },
        {
            "@type": "OpeningHoursSpecification",
            "dayOfWeek": "http://schema.org/Wednesday",
            "opens": "09:00",
            "closes": "17:00"
        },
        {
            "@type": "OpeningHoursSpecification",
            "dayOfWeek": "http://schema.org/Thursday",
            "opens": "09:00",
            "closes": "17:00"
        },
        {
            "@type": "OpeningHoursSpecification",
            "dayOfWeek": "http://schema.org/Friday",
            "opens": "09:00",
            "closes": "17:00"
        }
    ]
}

🛡️ Trust Signals — external proof links that back the declared identity

10Review mentions (all pages)

5External proof links (all pages)

Page	Reviews	Proof links
/ (home)	2	1
/memorial-jewellery/	2	1
/pricing–policies/	2	1
/contact/	2	1
/prepaid-funerals/	2	1

Explore the other reputation pillars for Hortons Funeral Directors

Information Density → Semantic Coherence → Trust & Proof → Commodity Fingerprint →

Analysis Disclosure & Source Attribution

This page presents a snapshot of public data from Hortons Funeral Directors, captured on May 22, 2026, to show how machine logic reads Identity & Authority signals into an AI reputation evaluation.

Purpose: This data is presented under “Fair Use” for the purpose of independent signal analysis, allowing readers to see the raw signals behind the reputation score.

Notice to Hortons Funeral Directors: This analysis is part of a non-adversarial audit conducted by 1 Euro SEO. The results are intended as professional feedback to help improve any website’s machine-readability and authority signals. The evaluation is free, and any company can request a fresh audit at any time.

Any company can use the insights for free and improve its voice. When a company has updated its content, it can always submit a new audit request, which will be reflected in a new current score.

To all users: You are encouraged to visit the live site at http://www.hortonsfuneraldirectors.co.uk to view the most current version of its content and see directly what this company is about and what it offers.

Identity & Authority: Hortons Funeral Directors – Signal Evidence & AI Readability

Hortons Funeral Directors