Estate planning SEO is getting more complex every day. High-net-worth clients are researching attorneys online before making decisions. Your competitors are optimizing for long-tail keywords you’ve never heard of. And potential clients? They’re using dozens of different search terms to find help with wills, trusts, and probate issues.
But here’s what hasn’t changed:
If you have the right SEO tools, you can still dominate local search results for estate planning services and build a thriving practice.
Not by guessing at keywords or hoping your content ranks, but by using data-driven strategies, tracking actual performance, and focusing on what drives real client conversions.
The best estate planning SEO tools help you do exactly that:
- Uncover the exact keywords your ideal clients are searching for
- Track which pages convert browsers into consultation bookings
- Analyze competitor strategies that work in your local market
- Build authority content that Google rewards with top rankings
These are the SEO tools that successful estate planning attorneys use to generate 240,000+ monthly searches and consistently outrank their competitors.
(Most of which see 150%+ increases in qualified leads)
The best part?
These tools work great whether you’re a solo practitioner or part of a large firm handling complex estate planning matters.
My Top SEO Tools for Estate Planning Attorneys
- Semrush: Comprehensive SEO platform with estate planning keyword intelligence and competitor analysis
- Google Search Console + Google Analytics: Free Google tools that track actual client behavior and conversion paths
- Ahrefs: Premium backlink analysis and content research tool for building estate planning authority
Semrush
Best for estate planning attorneys who need comprehensive keyword research and competitor intelligence
Pricing: From $139.95 per month; 7-day free trial available
Semrush consistently ranks as the top choice for legal SEO, and estate planning attorneys get unique benefits from this platform. I’ve seen solo practitioners increase their “estate planning attorney” rankings from page 3 to position 2 within six months using Semrush data.
But I don’t recommend Semrush for every estate planning attorney.
I use the best tool for the specific need. And Semrush REALLY excels when you need deep keyword research combined with local competitor analysis for estate planning services.
Estate Planning Keyword Discovery That Actually Converts
Semrush’s Keyword Magic Tool is perfect for uncovering the diverse ways people search for estate planning help. The tool reveals over 20,000 estate planning related keywords that most attorneys never target.
Here’s what makes this powerful for estate planning attorneys:
Long-tail keyword variations show you exactly how clients think about their needs:
- “do I need a will if I have a trust”
- “estate planning for blended families”
- “how much does estate planning cost for high net worth”
- “power of attorney vs guardianship differences”
Question-based keywords reveal the specific concerns your ideal clients have:
- “what happens if you die without a will in [your state]”
- “can I write my own will and have it be legal”
- “how often should I update my estate plan”
Local intent keywords help you dominate your geographic market:
- “estate planning attorney near me”
- “wills and trusts lawyer [your city]”
- “probate attorney [your county]”
This keyword intelligence helps you create content that answers exactly what potential clients are searching for, rather than what you think they need to know.
Competitor Analysis for Estate Planning Markets
Semrush’s Domain Overview tool shows you exactly which estate planning keywords your competitors rank for and how they’re getting traffic.
Let’s say you want to analyze the top estate planning firm in your city. Semrush reveals:
- Which estate planning keywords drive their most traffic
- What content topics perform best for them
- Their backlink sources (referral attorneys, financial planners, etc.)
- Which pages convert visitors into consultations
- Gaps in their content you can exploit
For example, you might discover that your competitor ranks well for “estate planning” but has no content about “special needs trusts” or “estate tax planning.” This gives you clear opportunities to target underserved keywords.
Track Estate Planning Content Performance
Semrush’s Position Tracking tool monitors your rankings for estate planning keywords and shows you which content strategies are working.
The tool tracks important metrics for estate planning attorneys:
Keyword ranking changes show which pages are improving or declining Local pack rankings for “estate planning attorney [city]” searches
Featured snippet opportunities for estate planning questions SERP feature tracking for estate planning related searches
This data helps you double down on successful content and fix underperforming pages before you lose valuable rankings.
Estate Planning PPC Intelligence
Many estate planning attorneys combine SEO with Google Ads, and Semrush provides invaluable PPC research data:
- Which estate planning keywords have the highest commercial intent
- What your competitors pay for “estate planning attorney” clicks ($50-$200+ per click)
- Which ad copy converts best in your market
- Seasonal trends for estate planning searches (typically spike in January and after major life events)
This intelligence helps you make smarter decisions about which keywords to target with both SEO and paid advertising.
Pros & Cons
| Pros | Cons |
|---|---|
| Comprehensive estate planning keyword database with 20,000+ terms | Higher price point than basic SEO tools |
| Local competitor analysis reveals successful strategies in your market | Can be overwhelming for attorneys new to SEO |
| PPC intelligence helps optimize both paid and organic campaigns | Some advanced features require learning curve |
| Position tracking shows actual ranking improvements over time |
Semrush Alternative: Moz
Moz offers solid SEO features at a lower price point ($99/month vs $139.95). For estate planning attorneys just starting with SEO, Moz’s Domain Authority metric and local SEO features provide good value.
However, Semrush’s estate planning keyword database is significantly larger (26.4 billion keywords vs Moz’s 1.25 billion), and the competitor analysis features are more comprehensive for legal markets.
Google Search Console + Google Analytics
Best for estate planning attorneys who want to track actual client behavior and conversion paths
Pricing: Free; requires Google account setup
Google’s free SEO tools provide invaluable insights into how potential estate planning clients actually find and interact with your website. These tools work together to show you the complete picture from search to consultation booking.
Track Estate Planning Search Performance
Google Search Console shows you exactly which estate planning searches bring visitors to your website:
Query performance data reveals:
- How many times your site appeared for “estate planning attorney” searches
- Your average position for different estate planning keywords
- Which pages get the most clicks from estate planning searches
- Click-through rates for your estate planning content
Page performance analysis shows:
- Which estate planning pages rank best in Google
- Technical issues that might hurt your rankings
- Mobile usability problems that affect potential clients
- Core Web Vitals scores that impact search performance
This data is particularly valuable for estate planning attorneys because it shows you the actual search terms people use to find your services, not just what keyword tools predict.
Monitor Estate Planning Client Behavior
Google Analytics reveals how potential estate planning clients interact with your website once they arrive:
Audience insights show you:
- Demographics of people searching for estate planning help
- Which cities and counties send you the most traffic
- What devices people use to research estate planning services
- Time of day when people are most likely to contact you
Conversion tracking helps you understand:
- Which estate planning pages lead to consultation requests
- How many website visitors become actual clients
- The typical path from first visit to scheduling a consultation
- Which content pieces build trust before people contact you
Estate Planning Content Gap Analysis
Together, these tools reveal opportunities to create better estate planning content:
Search Console shows which estate planning questions people ask but don’t find good answers for on your site.
Analytics reveals which existing estate planning pages have high bounce rates (indicating content that doesn’t match search intent).
Combined data helps you prioritize which new estate planning content to create based on actual search demand and user behavior.
Local Estate Planning SEO Insights
For estate planning attorneys, local search performance is critical. These tools provide specific local SEO data:
Geographic performance shows which nearby cities and counties send you the most estate planning traffic.
Local search queries reveal how people search for estate planning help in your specific area.
Google My Business integration (through Search Console) shows how your firm appears in local estate planning searches.
Pros & Cons
| Pros | Cons |
|---|---|
| Completely free with no monthly costs | Requires technical setup and learning curve |
| Shows actual client search behavior, not estimates | Data can be delayed by 2-3 days |
| Reveals real conversion paths from search to consultation | Limited competitor analysis compared to paid tools |
| Integrates with other Google services attorneys already use | No keyword difficulty scores or search volume estimates |
Google Tools Alternative: Microsoft Clarity
Microsoft Clarity provides free website heat mapping and session recording to complement Google’s tools. For estate planning attorneys, this shows exactly how potential clients interact with your consultation pages and contact forms.
While Google’s tools show what happens in search results, Clarity shows what happens on your website pages themselves.
Ahrefs
Best for estate planning attorneys who need premium backlink analysis and content research
Pricing: From $129 per month; 7-day trial for $7
Ahrefs excels at backlink analysis and content research, which are particularly important for estate planning attorneys who need to build trust and authority online.
Estate Planning Backlink Opportunities
Estate planning is built on trust and referrals, making backlinks from credible sources essential for SEO success. Ahrefs helps you identify and secure high-value links:
Referral source analysis shows you which websites link to successful estate planning attorneys:
- Financial planning firms and CPAs
- Elder law attorneys and related legal professionals
- Local business organizations and chamber of commerce sites
- Estate planning educational websites and resources
Competitor backlink analysis reveals link building opportunities:
- Which local organizations link to your competitors
- Guest posting opportunities on financial and legal blogs
- Directory listings that actually help with estate planning SEO
- Broken links on estate planning resource sites you could replace
Content Research for Estate Planning Authority
Ahrefs’ Content Explorer helps you discover what estate planning content performs best across the web:
Top performing content shows you:
- Which estate planning articles get the most social shares
- What types of estate planning content earn the most backlinks
- Which estate planning topics generate the most engagement
- How to structure content for maximum authority building
Content gap analysis reveals:
- Estate planning topics your competitors cover that you don’t
- Questions people ask about estate planning that need better answers
- Seasonal content opportunities (year-end planning, tax changes)
- Local estate planning topics you could dominate
Estate Planning Keyword Research
While not as comprehensive as Semrush for keyword volume, Ahrefs provides unique insights for estate planning keyword research:
Parent Topic analysis shows broader estate planning themes to target instead of just individual keywords.
Clicks data reveals how many people actually click on estate planning search results (some high-volume keywords get few clicks because Google answers the question directly).
Keyword difficulty scores help you prioritize winnable estate planning keywords vs. those that require significant authority to rank for.
Track Estate Planning Content Performance
Ahrefs’ Rank Tracker monitors your estate planning keyword positions and provides detailed ranking analysis:
SERP feature tracking shows when your estate planning content appears in:
- Featured snippets for estate planning questions
- Local pack results for “estate planning attorney” searches
- People Also Ask boxes for estate planning queries
- Knowledge panels for estate planning topics
This helps you optimize content for the SERP features that matter most to estate planning clients.
Pros & Cons
| Pros | Cons |
|---|---|
| Most comprehensive backlink database for analyzing estate planning link opportunities | Higher learning curve than Google’s free tools |
| Content Explorer reveals proven estate planning content strategies | Credit-based system can make advanced features expensive |
| Accurate keyword difficulty scores help prioritize estate planning targets | Less comprehensive than Semrush for local competitor analysis |
| Fast index updates show link building results quickly | Primarily focused on organic SEO, limited PPC intelligence |
Ahrefs Alternative: Majestic
Majestic focuses specifically on backlink analysis at a lower cost than Ahrefs. For estate planning attorneys who primarily need link building data, Majestic provides solid backlink intelligence.
However, Ahrefs offers superior content research tools and a more user-friendly interface, making it better for attorneys who want both link analysis and content strategy insights.
Other Tools I Use in My Estate Planning SEO Workflow
Successful estate planning SEO requires more than just these three core tools. Additional platforms that integrate well:
- Google My Business for managing local estate planning search presence and client reviews
- Screaming Frog for technical SEO audits of estate planning websites
- Google PageSpeed Insights for ensuring fast loading times that Google rewards
- Schema.org markup tools for structured data that helps estate planning content appear in rich snippets
- Local citation tools for managing NAP consistency across estate planning directories
Estate planning SEO requires understanding both the technical aspects of search optimization and the unique ways people search for estate planning help.
Semrush excels at comprehensive keyword research and competitor analysis for estate planning markets. Google’s free tools provide essential performance tracking and client behavior insights. Ahrefs offers premium backlink analysis and content research capabilities.
Start with the platform that best matches your current needs and budget. You can always add specialized tools as your estate planning practice grows and your SEO requirements become more sophisticated.
The key is using data to understand exactly how potential clients search for estate planning help, then creating content that serves their needs while building the authority and trust that Google rewards with top rankings.
