Estate planning · SEO and AI search
Estate planning SEO and AI search: plain answers, close to home
Plain-language pages on wills, trusts and probate by county, a strong local profile and AI answers for careful planners, judged on signed plans.
- Flat, published fees; you pay the ad platforms directly.
- Every account in your name; leave any month after 90 days.
- Your attorney approves every ad, and we check your state’s rules during setup.
Estate-planning SEO helps careful planners, and their adult children, find a firm they trust close to home. We write plain-language pages on wills, trusts and probate for your state and counties, keep your Business Profile strong, and work on what AI answers say, then judge it on signed plans from organic search.
The page plan
| Page group | Examples | Why it matters |
|---|---|---|
| Documents | Wills, revocable living trusts, powers of attorney, health care directives, guardianship nominations | Visitors want to know what each does and which they need |
| Situations | Planning for a blended family, a child with special needs, a business, a second home in another state | People search by their situation, not by document names |
| Probate and trust administration | What probate involves in [county], timelines, what an executor does | Families after a death need a plain guide and a local firm |
| Cost | How flat-fee plans work, what’s included, probate fees | Cost is the question that stops many from calling |
| Spanish versions | Key pages, written fresh | For Spanish-speaking families planning or handling an estate |
Content that answers real questions
Good estate pages carry facts a reader can use. For example, California sets statutory compensation for the attorney of an estate’s personal representative as a share of the estate: 4% of the first $100,000, 3% of the next $100,000, 2% of the next $800,000, and smaller shares above that (Cal. Probate Code §10810). A firm that explains this plainly, for its own state, answers a question families are already asking.
Pages also meet people where they are: most adults have no will, and many say they just haven’t gotten around to it (Caring.com). A page that makes the first step small, such as a short checklist of what to bring, does more than a page that warns.
No swap-the-county pages: Google treats near-identical pages made mainly to rank as spam (Google). County probate pages carry that county’s court and process.
Local SEO matters most here
- The Business Profile leads. Google ranks local results on relevance, distance and prominence (Google), and the profile is the top local source AI answers cite (BrightLocal).
- Reviews, asked the same way. At signing or delivery, with a printed card or a short link, never with an incentive and never only from the happiest clients (Google).
- Every office listed accurately, with real photos and the hours your phones are answered.
See local SEO.
AI answers for careful planners
Estate questions are long and specific: “do I need a trust if I own a house in [state],” “what happens if my parent dies without a will in [state].” We track how often AI answers name your firm for those questions, in English and Spanish, and fix what they read. See AI search.
How we measure it
Organic signed plans appear on four lines in the Monday report (non-brand, brand, Business Profile, AI assistants), by page group, each marked tracked or self-reported. Brand searches are never credited to SEO. Because estate clients often take weeks to sign, cohorts show how each month’s visitors sign over time.
The paid side is on estate planning ads; the overview is on estate planning.
Questions firms ask
- What pages should an estate-planning site have?
- A clear page for each document and service you offer, a page on probate or trust administration for each county you serve, and plain pages on cost and process. Most visitors want to know what they need, what it costs and what happens next.
- How do we get reviews from older clients?
- Ask every client the same way, at signing or delivery of the plan, and make it easy: a printed card with a short link, or help in the office if they want it. Never offer anything in return, and never ask only the happiest clients.
- Should we publish our package prices?
- If your firm is comfortable doing so, yes. Estate clients compare carefully, and clear flat-fee information answers the question that keeps many from calling. Your attorney approves the wording.
Sources
- Cal. Probate Code §10810 (statutory compensation for the personal representative's attorney) · Accessed October 24, 2026
- Caring.com 2025 Wills and Estate Planning Study (YouGov, 2,500+ adults) · Accessed October 24, 2026
- Google Business Profile Help: tips to improve your local ranking · Accessed October 24, 2026
- BrightLocal: local AI visibility study (Google Business Profile is the top local source, 28.63%) · Accessed October 23, 2026
- Google Search Central: spam policies (scaled content abuse) · Accessed October 24, 2026
- Google Maps contribution policy: no incentives for reviews and no selective solicitation · Accessed October 24, 2026
Start with your own numbers.
Booking from January 2027. Until then, everything we publish is free to use.
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Free video review
A 90-second video on your public ads and search presence, made by a person, in 48 hours.
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The measurement study, $3,000
Your numbers, from click to signed case, in 14 business days. 7-day refund; credited if you sign within 30 days.
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Choose your plan
A package or single services, every one with a published price. You own every account.