I revised the locations for Rurik today.
Birth:
I changed to Scandinavia (from Denmark), he is variously described as a Rus and a Varangian but no one really knows what these terms mean other than that they represent Scandinavians coming down from the north. Denmark could be a favourite if you associate this Rurik with Rorik of Dorestad but that is by no means an accepted link.
Death:
I changed from Novgorod (which archaeologically did not exist at the time) to the fortress Rurikovo Gorodische (Holmgård) just south of Novgorod. Geni didnt recognise this as a location so i set the location to Novgorod and then edited it by hand.
Burial:
Anything we put here is really just a guess, the body could have been shipped "home" (wherever that was) for burial or cremated or cooked in a stew! I set it to Shum-gora which apparently the locals claim is his burial mound, according to english wiki there was some geo surveys done in the last decade or so but no mention of results.