Exhibit A
Lawyers work in Peoria IL
Peoria is the seat of Peoria County and the centre of a metro of roughly a quarter of a million people, so the search demand for lawyers here comes from a steady base of residents, small businesses and the courts downtown. Firms competing for that demand range from solo practices and small partnerships to the larger firms with offices in the downtown core and out along the river. Paid search in this trade is expensive because a single client can be worth a great deal, so firms bid hard on terms tied to injury claims, family matters and criminal defence. The firms taking that demand are mostly owner led practices rather than franchises, which means the local search results are shaped by how well each firm's own site covers the places and problems people in Peoria actually search for.
