Exhibit A
Lawyers work in New York
New York holds one of the densest concentrations of law firms in the country, from solo practices in the outer boroughs to large firms in Manhattan, and they all compete for the same searches. People search for a lawyer by practice area and by place: personal injury in the Bronx, immigration in Jackson Heights, real estate closings in Brooklyn. Paid search in this market is expensive, and the firms bidding on it are mostly established practices rather than franchises. The demand is steady and it is local, which means the pages that answer a specific New York search are the ones with room to earn attention.
