During the 2025 year-end review, Sebastian identified a keyword cannibalization problem across Axley's Family Law practice area pages. Multiple pages were competing for the same "divorce" search intent, diluting rankings across all of them. A restructure was proposed and approved to give each page a distinct, non-overlapping keyword focus.
This work is part of the broader [1] SEO initiative that brought the site's Ahrefs Health Score from ~65% to 98% in 2025.
See also: [2]
Before the restructure, three separate pages were all targeting "divorce"-related queries:
| Page (Before) | Issue |
|---|---|
| Family Law (general overview) | Included divorce content, competing with dedicated pages |
| Collaborative Divorce | Targeting "divorce" broadly, not just collaborative process |
| Divorce, Annulment, Legal Separation | Mixed intent — divorce competing with the above two pages |
Google was unable to determine which page should rank for divorce-related queries, suppressing all three.
Each page was reassigned a distinct, non-overlapping intent:
Sebastian conducted keyword research to validate that annulment and legal separation carry sufficient standalone volume to justify their own focused page, even after removing divorce content. Some of these terms showed increasing search trends, supporting the decision to give them dedicated focus.
As part of this restructure — and as a broader initiative across all practice area pages — FAQ sections are being added to each page. This supports:
Process: Sebastian drafts FAQs for each page; Nicole (nmh) reviews and approves before publication.
| Page | Copy Written | Approved | Published |
|---|---|---|---|
| Family Law (overview) | ✅ | Pending nmh review | ❌ |
| Divorce | ✅ | Pending nmh review | ❌ |
| Annulment & Legal Separation | Keyword research done; copy in progress | ❌ | ❌ |
Note: nmh indicated she would review criminal and family law page copy in January 2026, when firm activity slows down.