Exhibit A
Personal Injury Lawyers work in Escondido
Escondido sits at the middle of North County inland, on the 78 and the 15, and the injury searches that come out of it follow the roads. People search after a crash on Valley Parkway, after a fall in a shop on Grand Avenue, after a dog bite in a neighbourhood off El Norte. The firms competing for that work are mostly local practices and small partnerships rather than national brands, and the paid search around the injury terms is contested enough that the cost per click runs high for the firms bidding. The demand is steady and it is local, which means the searches carry place names and street names, and the pages that answer them are the ones that get read.
