Exhibit A
Insurance Agents work in Cincinnati
Cincinnati has a deep insurance base. The big carriers and brokers anchor downtown, and a long tail of independent agencies and captive agents works the neighbourhoods and the suburbs around them. Search demand for insurance in the city splits along the same lines as the map. Auto and home cover gets searched from the family suburbs, commercial lines from the small business corridors, and life and Medicare from the older parts of town. Paid search in this trade is expensive because a single policy is worth a lot, so the carriers and the lead vendors bid hard on the head terms. That leaves the specific, local searches, the ones tied to a neighbourhood, a type of cover or a kind of client, as the ground where an agency can publish and be found.
