Exhibit A
Bankruptcy Lawyers work in Cambridge
Cambridge carries a steady flow of bankruptcy and insolvency enquiries. The city has two universities, a large hospital campus, a science and technology cluster and a long tail of small firms and sole traders, and each of those groups produces people who reach a point where they search for help with debt. The searches themselves are specific: individual voluntary arrangements, debt relief orders, winding up petitions, statutory demands, director disqualification. Paid search on these terms in Cambridge is contested by firms in the city and by national insolvency practices bidding on the same phrases, so the paid space is expensive and the organic results carry a lot of the clicks. The firms taking the work are mostly owner operators and small high street practices, with a handful of larger regional names. That leaves room for a firm that publishes consistently on the terms people actually type.
