Page Structure

Place primary keywords in the title tag, meta description, H1, and within the first 150 words. Use H2s for major service areas and H3s for specific subtopics or FAQ items. Avoid burying your practice areas in body copy — Google needs to understand your scope from heading structure alone.

Content Strategy: Answer First, Elaborate Second

For AI Overview eligibility and featured snippet capture, lead every major section with a direct one-to-two sentence answer, then expand. Example:

What is a revocable living trust? A revocable living trust is a legal document that holds your assets during your lifetime and transfers them to your beneficiaries after death without going through probate. Unlike a will, it takes effect immediately upon signing and can be changed at any time while you are alive.

Write detailed guides on: the difference between wills and trusts, probate avoidance benefits, power of attorney requirements by state, estate tax planning under the current TCJA sunset timeline, and what happens during probate administration from filing the petition to final distribution.

Use anonymized case examples with appropriate disclaimers: “A client with a blended family and $2.4M in assets was able to avoid a contested probate by establishing a revocable living trust with a pour-over will — the entire estate transferred to beneficiaries within 60 days of death.”

E-E-A-T Requirements

Every page should clearly attribute authorship to a named, credentialed attorney. Author bios must include:

• Years of practice in estate and elder law
• State bar admissions
• Relevant certifications (ACTEC Fellow, board-certified estate planning specialist, LL.M. in Taxation)
• Publications, speaking engagements, or bar committee work

Add an explicit “reviewed and updated” date. Google’s quality raters check whether legal content is current — outdated exemption figures or references to superseded statutes damage credibility.

Schema Markup

Implement the following structured data:

json

{

  “@context”: “https://schema.org”,

  “@type”: “LegalService”,

  “name”: “[Firm Name]”,

  “description”: “Estate planning attorney serving [County] — wills, trusts, probate administration, and asset protection.”,

  “areaServed”: {

    “@type”: “AdministrativeArea”,

    “name”: “[County], [State]”

  },

  “hasOfferCatalog”: {

    “@type”: “OfferCatalog”,

    “itemListElement”: [

      {“@type”: “Offer”, “itemOffered”: {“@type”: “Service”, “name”: “Will Drafting”}},

      {“@type”: “Offer”, “itemOffered”: {“@type”: “Service”, “name”: “Revocable Living Trust”}},

      {“@type”: “Offer”, “itemOffered”: {“@type”: “Service”, “name”: “Probate Administration”}}

    ]

  }

}

Also implement: Attorney schema with hasCredential, FAQPage schema for your FAQ section, BreadcrumbList for site hierarchy, and SpeakableSpecification on your most answer-oriented content to improve AI Overview eligibility. Test all markup in Google’s Rich Results Test before deploying.