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We have a client in this niche who also had this exact issue, surprisingly. She had been doing wedding cupcakes and then started picking up other events from word of mouth. We suggested she decide where she wants to be, not where she is, and organise that way. The most important thing we told her was to not overdo the URLs by including cupcake in each one.  So somecupcakedomain.com.au/weddings somecupcakedomain.com.au/corporate-events somecupcakedomain.com.au/sports Instead of: somecupcakedomain.com.au/wedding-cupcakes/chocolate-wedding-cupcakes somecupcakedomain.com.au/corporate-cupcakes/christmas-party-cupcakes somecupcakedomain.com.au/sports-cupcakes/baseball-cupcakes It's a lot less spammy, easy to read and we've found that clean URLs perform better in pretty much every way (SEO, conversions, etc.)