Exhibit A
Family Lawyers work in Naperville
Naperville is a large DuPage County city with a steady flow of family law searches: divorce, custody, child support, post decree changes and prenuptial agreements. The firms competing for those searches range from solo attorneys and two or three lawyer practices on Washington Street and near the Riverwalk to larger firms with an office in town. Paid search in this category is expensive because a single family law client can be worth a great deal, so the sponsored results at the top of Google are crowded and the cost per click reflects it. The organic results below them are where a smaller Naperville practice can hold ground, because most local firms publish little and rank on a thin set of pages. That is the demand available in the city: a steady volume of people typing family law questions with Naperville in the query, and a set of competitors who mostly have not built the pages to answer them.
