Exhibit A
Private Investigators work in Chicago
Chicago searches for private investigators come from people with concrete problems: a spouse who wants surveillance, a business checking a partner, a family looking for someone. The searches cluster around the Loop, the dense North Side neighbourhoods and the Cook County suburbs, and they are typed on phones by people who want a name and a phone number today. The field is a mix of small owner operator firms and a few larger agencies, and most of them compete on the same handful of phrases. Paid search on those phrases is expensive because a single retainer is worth a lot, so the firms that rank organically get the calls without paying per click. The demand is steady and local, and it rewards the firm whose website answers the specific question the caller typed.
