F. Irving & Son
(http://irvingsfunerals.com) 📸 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.
Identity & Authority
Expert verifiability & Schema depth.
9
Impact Weight: 15 / 100
60% Reputation
The primary authority gap is technical; the homepage uses three H1 tags, which creates a technical credibility gap for a site claiming ‘expert’ status. While Malcolm and Stephen Irving are named as qualified professionals, there is a lack of Person schema or sameAs links to external professional profiles. The LocalBusiness schema is present but basic, failing to fully leverage the organization’s regulated status and tenure in the structured data.
The site avoids bold, unverifiable performance claims such as being the ‘best’ or ‘most innovative.’ Instead, it focuses on ‘Standardised Price Lists’ and regulatory compliance details which are legally verifiable. The claim of being a ‘qualified Funeral Director’ is substantiated by mentions of the National Association of Funeral Directors (NAFD), reducing the gap between marketing tone and provable reality.
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": "https://schema.org",
"@graph": [
{
"@type": "WebPage",
"@id": "https://irvingsfunerals.com/",
"url": "https://irvingsfunerals.com/",
"name": "F. Irving & Son Funeral Directors Frizington - F Irving & Son Funeral Directors Cumbria",
"isPartOf": {
"@id": "https://irvingsfunerals.com/#website"
},
"primaryImageOfPage": {
"@id": "https://irvingsfunerals.com/#primaryimage"
},
"image": {
"@id": "https://irvingsfunerals.com/#primaryimage"
},
"thumbnailUrl": "https://irvingsfunerals.com/wp-content/uploads/2021/10/Malcom-Stephen.jpg",
"datePublished": "2021-09-06T13:37:00+00:00",
"dateModified": "2025-06-24T15:36:15+00:00",
"breadcrumb": {
"@id": "https://irvingsfunerals.com/#breadcrumb"
},
"inLanguage": "en-GB",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://irvingsfunerals.com/"
]
}
]
},
{
"@type": "ImageObject",
"inLanguage": "en-GB",
"@id": "https://irvingsfunerals.com/#primaryimage",
"url": "https://irvingsfunerals.com/wp-content/uploads/2021/10/Malcom-Stephen.jpg",
"contentUrl": "https://irvingsfunerals.com/wp-content/uploads/2021/10/Malcom-Stephen.jpg",
"width": 1080,
"height": 928,
"caption": "direct cremation cumbria from Irving's Funerals"
},
{
"@type": "BreadcrumbList",
"@id": "https://irvingsfunerals.com/#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home"
}
]
},
{
"@type": "WebSite",
"@id": "https://irvingsfunerals.com/#website",
"url": "https://irvingsfunerals.com/",
"name": "F Irving & Son Funeral Directors Cumbria",
"description": "F Irving & Son Funeral Directors",
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://irvingsfunerals.com/?s={search_term_string}"
},
"query-input": {
"@type": "PropertyValueSpecification",
"valueRequired": true,
"valueName": "search_term_string"
}
}
],
"inLanguage": "en-GB"
}
]
}
/funeral-announcements/
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "WebPage",
"@id": "https://irvingsfunerals.com/funeral-announcements",
"url": "https://irvingsfunerals.com/funeral-announcements",
"name": "Funeral Announcements - F Irving & Son Funeral Directors Cumbria",
"isPartOf": {
"@id": "https://irvingsfunerals.com/#website"
},
"datePublished": "2021-09-06T13:43:01+00:00",
"dateModified": "2021-10-19T09:19:11+00:00",
"breadcrumb": {
"@id": "https://irvingsfunerals.com/funeral-announcements#breadcrumb"
},
"inLanguage": "en-GB",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://irvingsfunerals.com/funeral-announcements"
]
}
]
},
{
"@type": "BreadcrumbList",
"@id": "https://irvingsfunerals.com/funeral-announcements#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://irvingsfunerals.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "Funeral Announcements"
}
]
},
{
"@type": "WebSite",
"@id": "https://irvingsfunerals.com/#website",
"url": "https://irvingsfunerals.com/",
"name": "F Irving & Son Funeral Directors Cumbria",
"description": "F Irving & Son Funeral Directors",
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://irvingsfunerals.com/?s={search_term_string}"
},
"query-input": {
"@type": "PropertyValueSpecification",
"valueRequired": true,
"valueName": "search_term_string"
}
}
],
"inLanguage": "en-GB"
}
]
}
/plans/
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "WebPage",
"@id": "https://irvingsfunerals.com/plans",
"url": "https://irvingsfunerals.com/plans",
"name": "Plans - F Irving & Son Funeral Directors Cumbria",
"isPartOf": {
"@id": "https://irvingsfunerals.com/#website"
},
"datePublished": "2021-09-06T13:39:30+00:00",
"dateModified": "2025-06-24T15:40:04+00:00",
"breadcrumb": {
"@id": "https://irvingsfunerals.com/plans#breadcrumb"
},
"inLanguage": "en-GB",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://irvingsfunerals.com/plans"
]
}
]
},
{
"@type": "BreadcrumbList",
"@id": "https://irvingsfunerals.com/plans#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://irvingsfunerals.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "Plans"
}
]
},
{
"@type": "WebSite",
"@id": "https://irvingsfunerals.com/#website",
"url": "https://irvingsfunerals.com/",
"name": "F Irving & Son Funeral Directors Cumbria",
"description": "F Irving & Son Funeral Directors",
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://irvingsfunerals.com/?s={search_term_string}"
},
"query-input": {
"@type": "PropertyValueSpecification",
"valueRequired": true,
"valueName": "search_term_string"
}
}
],
"inLanguage": "en-GB"
}
]
}
/funeral-vehicle-hire/
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "WebPage",
"@id": "https://irvingsfunerals.com/funeral-vehicle-hire",
"url": "https://irvingsfunerals.com/funeral-vehicle-hire",
"name": "Funeral Vehicle Hire - F Irving & Son Funeral Directors Cumbria",
"isPartOf": {
"@id": "https://irvingsfunerals.com/#website"
},
"primaryImageOfPage": {
"@id": "https://irvingsfunerals.com/funeral-vehicle-hire#primaryimage"
},
"image": {
"@id": "https://irvingsfunerals.com/funeral-vehicle-hire#primaryimage"
},
"thumbnailUrl": "https://irvingsfunerals.com/wp-content/uploads/2021/09/7-2-HEARSE-2-LIMOS_1-1024x420.jpg",
"datePublished": "2021-09-06T13:47:16+00:00",
"dateModified": "2021-09-22T09:35:39+00:00",
"breadcrumb": {
"@id": "https://irvingsfunerals.com/funeral-vehicle-hire#breadcrumb"
},
"inLanguage": "en-GB",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://irvingsfunerals.com/funeral-vehicle-hire"
]
}
]
},
{
"@type": "ImageObject",
"inLanguage": "en-GB",
"@id": "https://irvingsfunerals.com/funeral-vehicle-hire#primaryimage",
"url": "https://irvingsfunerals.com/wp-content/uploads/2021/09/7-2-HEARSE-2-LIMOS_1-1024x420.jpg",
"contentUrl": "https://irvingsfunerals.com/wp-content/uploads/2021/09/7-2-HEARSE-2-LIMOS_1-1024x420.jpg"
},
{
"@type": "BreadcrumbList",
"@id": "https://irvingsfunerals.com/funeral-vehicle-hire#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://irvingsfunerals.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "Funeral Vehicle Hire"
}
]
},
{
"@type": "WebSite",
"@id": "https://irvingsfunerals.com/#website",
"url": "https://irvingsfunerals.com/",
"name": "F Irving & Son Funeral Directors Cumbria",
"description": "F Irving & Son Funeral Directors",
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://irvingsfunerals.com/?s={search_term_string}"
},
"query-input": {
"@type": "PropertyValueSpecification",
"valueRequired": true,
"valueName": "search_term_string"
}
}
],
"inLanguage": "en-GB"
}
]
}
/funeral-costs/
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "WebPage",
"@id": "https://irvingsfunerals.com/funeral-costs",
"url": "https://irvingsfunerals.com/funeral-costs",
"name": "Funeral Costs - F Irving & Son Funeral Directors Cumbria",
"isPartOf": {
"@id": "https://irvingsfunerals.com/#website"
},
"primaryImageOfPage": {
"@id": "https://irvingsfunerals.com/funeral-costs#primaryimage"
},
"image": {
"@id": "https://irvingsfunerals.com/funeral-costs#primaryimage"
},
"thumbnailUrl": "https://irvingsfunerals.com/wp-content/uploads/2021/09/F-IRVING-185px.png",
"datePublished": "2021-09-06T13:41:48+00:00",
"dateModified": "2024-06-04T13:25:53+00:00",
"breadcrumb": {
"@id": "https://irvingsfunerals.com/funeral-costs#breadcrumb"
},
"inLanguage": "en-GB",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://irvingsfunerals.com/funeral-costs"
]
}
]
},
{
"@type": "ImageObject",
"inLanguage": "en-GB",
"@id": "https://irvingsfunerals.com/funeral-costs#primaryimage",
"url": "https://irvingsfunerals.com/wp-content/uploads/2021/09/F-IRVING-185px.png",
"contentUrl": "https://irvingsfunerals.com/wp-content/uploads/2021/09/F-IRVING-185px.png",
"width": 185,
"height": 161
},
{
"@type": "BreadcrumbList",
"@id": "https://irvingsfunerals.com/funeral-costs#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://irvingsfunerals.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "Funeral Costs"
}
]
},
{
"@type": "WebSite",
"@id": "https://irvingsfunerals.com/#website",
"url": "https://irvingsfunerals.com/",
"name": "F Irving & Son Funeral Directors Cumbria",
"description": "F Irving & Son Funeral Directors",
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://irvingsfunerals.com/?s={search_term_string}"
},
"query-input": {
"@type": "PropertyValueSpecification",
"valueRequired": true,
"valueName": "search_term_string"
}
}
],
"inLanguage": "en-GB"
}
]
}
/direct-cremation-cumbria/
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "WebPage",
"@id": "https://irvingsfunerals.com/direct-cremation-cumbria",
"url": "https://irvingsfunerals.com/direct-cremation-cumbria",
"name": "Direct Cremation Cumbria",
"isPartOf": {
"@id": "https://irvingsfunerals.com/#website"
},
"primaryImageOfPage": {
"@id": "https://irvingsfunerals.com/direct-cremation-cumbria#primaryimage"
},
"image": {
"@id": "https://irvingsfunerals.com/direct-cremation-cumbria#primaryimage"
},
"thumbnailUrl": "https://irvingsfunerals.com/wp-content/uploads/2021/10/Malcom-Stephen.jpg",
"datePublished": "2023-04-04T12:44:19+00:00",
"dateModified": "2024-06-05T14:40:38+00:00",
"description": "Direct cremation is increasingly popular in Frizzington, across Cumbria and the UK. It involves cremation without any ceremony or service.",
"breadcrumb": {
"@id": "https://irvingsfunerals.com/direct-cremation-cumbria#breadcrumb"
},
"inLanguage": "en-GB",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://irvingsfunerals.com/direct-cremation-cumbria"
]
}
]
},
{
"@type": "ImageObject",
"inLanguage": "en-GB",
"@id": "https://irvingsfunerals.com/direct-cremation-cumbria#primaryimage",
"url": "https://irvingsfunerals.com/wp-content/uploads/2021/10/Malcom-Stephen.jpg",
"contentUrl": "https://irvingsfunerals.com/wp-content/uploads/2021/10/Malcom-Stephen.jpg",
"width": 1080,
"height": 928,
"caption": "direct cremation cumbria from Irving's Funerals"
},
{
"@type": "BreadcrumbList",
"@id": "https://irvingsfunerals.com/direct-cremation-cumbria#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://irvingsfunerals.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "Direct Cremation Cumbria"
}
]
},
{
"@type": "WebSite",
"@id": "https://irvingsfunerals.com/#website",
"url": "https://irvingsfunerals.com/",
"name": "F Irving & Son Funeral Directors Cumbria",
"description": "F Irving & Son Funeral Directors",
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://irvingsfunerals.com/?s={search_term_string}"
},
"query-input": {
"@type": "PropertyValueSpecification",
"valueRequired": true,
"valueName": "search_term_string"
}
}
],
"inLanguage": "en-GB"
}
]
}
🛡️ Trust Signals — external proof links that back the declared identity
19Review mentions (all pages)
6External proof links (all pages)
| Page | Reviews | Proof links |
|---|---|---|
| / (home) | 4 | 1 |
| /funeral-announcements/ | 3 | 1 |
| /plans/ | 3 | 1 |
| /funeral-vehicle-hire/ | 3 | 1 |
| /funeral-costs/ | 3 | 1 |
| /direct-cremation-cumbria/ | 3 | 1 |
Explore the other reputation pillars for F. Irving & Son
Analysis Disclosure & Source Attribution
This page presents a snapshot of public data from F. Irving & Son, 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 F. Irving & Son: 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://irvingsfunerals.com to view the most current version of its content and see directly what this company is about and what it offers.