Private working document. Enter the access code to continue.
Serial Scaling · Prepared for Alix
You already have a content library earning real traffic. The problem is where that traffic goes. This is what you have, how each theme performs today, and what to fix to point it at your business.
The takeaway
You are not starting from zero. You have published around thirty-eight pages, and they earn real organic traffic. But almost all of that traffic goes to one article about the cost of headstones, which has nothing to do with settling an estate. It alone is nearly nine in every ten of your non-brand organic clicks.
Meanwhile the themes that actually sell your service, and that you pay Google Ads for, barely rank. Probate has twenty-one pages and earns seventy-two clicks in three months, against a market of 265,000 searches. Estate settlement, your exact service, earns thirteen. So the plan is not to build everything from scratch. It is to fix and strengthen what you already have where the business value is, fill the real gaps, and stop letting headstones be your best page.
Where you stand, theme by theme
For each theme: how many pages you have live, the organic clicks they earn in the last three months, and the honest verdict. This is from your own Search Console data.
| Theme | Pages live | Clicks (3 mo) | Impressions (3 mo) | Verdict |
|---|---|---|---|---|
| Probate | 21 | 72 | 24,424 | Have it, underperforming |
| Estate settlement · your service | 9 | 13 | 4,084 | Have it, underperforming |
| Estate lawyer & attorney | 4 | 21 | 5,344 | Have it, underperforming |
| Executor & administrator | 8 | 3 | 484 | Have it, barely ranking |
| Inheritance & heirship | 5 | 6 | 7,657 | Have it, underperforming |
| Wills & trusts | 2 | 0 | 40 | Thin, needs rebuild |
| After a death | 7 | 137 | 11,128 | Working, on debt topics |
| Costs & fees · headstones | 9 | 1,720 | 293,522 | Winning, but off your business |
Inside each theme
21 pages live, 72 clicks in 3 months. Your main page, how long does probate take, earns 62 of them from 22,000 impressions, so it ranks but on the edge of page one and rarely gets the click. The other twenty pages earn almost nothing. You have the pages, they are not winning.
Fix first: lift how-long-does-probate-take onto the click, then strengthen the pages you already have for "do you need a lawyer", "the probate process", and "what happens to a house". Then fill: the with-a-will-vs-without and avoid-probate gaps, and state by state versions of the timeline.
9 pages live, 13 clicks in 3 months. The theme that describes what you actually do, and it earns almost nothing. Pages like estate-settlement-101 exist but do not rank for the searches that matter.
Fix: rebuild the main settlement guide to own "how to settle an estate" and "the estate settlement checklist", the highest intent searches and the closest to a sale.
17 pages across the three, 30 clicks combined. All three have pages, all three barely rank. These are your buyer, in their own words, and the demand you pay for on ads.
Fix: consolidate and strengthen the strongest existing page in each into a clear main guide, then add the few missing high intent articles (probate lawyer cost, the first things an executor must do, the small estate affidavit).
Your two best performing themes, 1,857 clicks combined. The debt-after-death articles genuinely rank and help people. The headstone cost guide alone earns 1,717 clicks. Real wins, but pointed away from your service.
Use it: these pages prove you can rank. Add clear paths from them into your settlement and probate content, so the traffic you already earn starts meeting your actual service instead of dead ending on a headstone price.
2 thin pages, 0 clicks. The only theme that is genuinely close to a blank slate, and the easiest to win.
Build: a proper main guide on wills and trusts after a death, plus what happens with no will and transfer of property without a will.
The order
Fixing what underperforms is faster than building new, so the early work is mostly optimization where the value is.
You have 21 pages earning 72 clicks against 265,000 searches. Strengthen the page that already ranks, then the supporting pages you already own. This is the fastest large gain, fixing what exists rather than starting over.
Estate settlement, lawyer, and executor. Your service and your buyer, all with pages that underperform. Consolidate the strongest pages into clear main guides and fill the few high intent gaps.
Connect the headstone and debt articles, your real organic wins, into your settlement and probate content, so existing traffic starts reaching your service.
Rebuild the thin wills and trusts theme, then expand the proven articles into state guides for the depth that compounds.