Exhibit A
Financial Advisors work in Boston
Boston has a dense cluster of advisory firms. The Back Bay and the Financial District hold the large registered investment advisers and the wirehouse branches, and the suburbs carry a long tail of small independent practices and solo planners. Search demand follows the money in the city: retirement planning, rollover questions, fee only advice, and tax planning around the Massachusetts state tax treatment of investment income. Paid search in this trade in Boston is expensive because a single client relationship is worth a lot, so the firms with budgets bid hard on the head terms. That leaves the longer, more specific searches, the ones tied to a neighbourhood, a life event or a local employer, as the ground where a steady publishing habit does the most work.
