Exhibit A
Accountants work in Berkeley
Berkeley holds a steady base of accounting demand: small firms serving students and landlords near the campus, practices working with restaurants and shops along the commercial corridors, and bookkeepers handling returns for the many owner occupied houses in the flats. The searches come from people who live and work inside the city, and they tend to name the neighbourhood they are in. Paid search in this trade is modest compared with the big metro markets, which keeps the cost of being found through organic pages low relative to what a single new client is worth. The firms visible in these results are mostly owner operators and small partnerships rather than national franchises, so a well built set of local pages can carry a practice a long way.
