35 years of Frances Edwards’ reputation — invisible online. The rebranding without redirects is costing them daily.
Researched 16 Jun 2026 · RankDeck public deck
Key findings
•
URGENT: old domain (edwardsfamilylawyers.com.au) has no 301 redirect — brand equity leaking daily
•
No service pages — firm has been running for 35+ years with no content infrastructure
•
Frances Edwards (Accredited Specialist, 35+ years) is invisible online despite offline reputation
Overall score
18
/ 100
Keyword visibility
18
/ 100
Technical SEO
0
/ 100
Brand keyword visibility — Sydney
Family law keywords
| Keyword | Est. position | On page? |
|---|---|---|
| family lawyer sydney | #49 | — |
| divorce lawyer sydney | #58 | — |
| child custody lawyer sydney | #60 | — |
| property settlement lawyer sydney | #51 | — |
| family law solicitor sydney | #57 | — |
| divorce solicitor sydney | #59 | — |
| separation lawyer sydney | #58 | — |
| child support lawyer sydney | #51 | — |
| spousal maintenance lawyer sydney | #54 | — |
| de facto relationship lawyer sydney | #45 | — |
| domestic violence lawyer sydney | #58 | — |
| parenting orders lawyer sydney | #54 | — |
| consent orders lawyer sydney | #53 | — |
| binding financial agreement lawyer sydney | #49 | — |
| family court lawyer sydney | #57 | — |
Transactional keyword visibility
Help-seeking keywords
| Keyword | Est. position | On page? |
|---|---|---|
| lawyer near me | #57 | — |
| family law firm | #58 | — |
| divorce attorney | #60 | — |
| child custody lawyer near me | #58 | — |
| divorce lawyer cost | #54 | — |
| family law consultation | #50 | — |
| legal aid family law | #46 | — |
| mediation lawyer | #52 | — |
| family dispute resolution | #52 | — |
| child support calculator | #49 | — |
| property settlement lawyer | #54 | — |
| best divorce lawyer | #55 | — |
| affordable family lawyer | #53 | — |
| family law specialist | #53 | — |
| separation agreement | #53 | — |
Technical SEO signals
HTTPS / SSL
Title tag (10-80 chars)
Meta description (50-160 chars)
H1 tag present
Schema markup (LegalService)
Mobile viewport meta tag
Canonical URL tag
Open Graph tags
Phone number on homepage
Top 3 recommended fixes
1
301 redirect edwardsfamilylawyers.com.au → emfamilylaw.com.au
Every day without this is brand search equity leaking to competitors. This is the single highest-ROI fix available to any firm in Australia right now. The old URL still has authority — it’s being wasted.
Critical impact2
Build service pages for Divorce, Property Settlement, Parenting
Each 500+ words targeting "family lawyer North Sydney" / "divorce lawyer Sydney". Frances Edwards is an SEO asset — a dedicated bio page linked from every service page should be the foundation.
High impact3
Claim Frances Edwards as the brand pillar
One deep bio page positioning Frances as a leading Sydney family lawyer with 35+ years experience and 4 Accredited Specialists. Link to it from every service page. She’s the trust signal that closes clients.
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