Exhibit A
Family Lawyers work in McKinney
McKinney sits in Collin County, and the family law work here follows the county courthouse and the families around it. Searches for divorce, custody, child support and adoption come from people in McKinney and the towns next to it, and the firms competing for those searches are mostly local practices rather than national brands. Paid search in this trade is bought by firms bidding on the same handful of terms, which tells you the demand is there and that the organic results above the ads are where a firm can hold ground without paying per click. The searches are specific: people type the county, the town and the situation, not just the practice area.
