Exhibit A
Estate Planning work in San Francisco
San Francisco carries steady estate planning demand because so much of the city's property has been held for decades and changes hands through trusts, transfers and probate. The searches come from people in the older owner occupied houses of the west and south sides, from families settling a parent's estate, and from tech workers who have recently bought and now want wills and trusts drawn up. Firms competing for that demand range from small owner operated practices in the neighbourhoods to larger firms downtown, and paid search on the main terms is expensive enough that most of the visibility is bought by firms with a marketing budget. The organic results and the AI answers are where a smaller practice can hold ground, because those are won by pages that answer the specific questions people type.
