Exhibit A
Insurance Agents work in Cambridge
Cambridge is a small, dense city, and the insurance work that comes from it is spread across a modest number of firms rather than concentrated in a few large ones. Much of the demand is local and personal: home, contents, motor, landlord and small commercial cover for the people who live and trade here. Paid search for insurance terms in a city this size is contested by comparison sites and national brands bidding on broad phrases, which leaves the specific local searches, the ones that name a street, a postcode or a kind of property, as the demand worth owning. The firms taking that work are mostly owner operators and small partnerships rather than franchises, so the searches tend to be answered by whoever has a page that speaks to the exact situation.
