Exhibit A
Insurance Agents work in Topeka
Topeka is a state capital with a steady base of independent agencies and captive agents, and the search demand follows the households and small businesses they serve. People here search for auto, home, life and small commercial coverage, often naming the carrier or the neighbourhood they live in. The paid search around insurance terms in Topeka is competitive because national carriers bid hard on the same words, which leaves the local, specific searches as the ones where a Topeka agency can own the page. Franchise agencies and owner operators both work this market, and the owner operators are the ones who benefit most from showing up on the searches that name their part of town.
