Exhibit A
Family Lawyers work in West Valley City
West Valley City is a large, dense city with a lot of households, and family law demand here follows the population rather than the downtown office market. Searches come from people typing in a phone, often in Spanish as well as English, and often after something has already gone wrong at home. The firms competing for those searches are mostly small owner run practices and solo attorneys working out of West Valley City and the surrounding west side, with a handful of larger firms from Salt Lake City buying paid search on the same terms. Paid search on family law terms in this market is expensive per click because a single case is worth a lot, so the firms with budget bid hard on divorce and custody phrases while the long tail of questions goes largely uncontested. That long tail is where a steady publishing habit earns its place.