Exhibit A
Lawyers work in Midland
Midland is a smaller search market than the big cities, so the demand for legal searches here is steady rather than huge. A limited number of firms compete for the same local searches, which means the pages that exist and are well built carry weight. Paid search around legal terms in Midland is expensive per click because a single client can be worth a lot, so firms bid carefully and often on a narrow set of terms. The firms visible in these results tend to be established local practices and sole practitioners rather than national franchises. The demand is there for the firm whose pages answer what Midland clients actually type.
