Morgan & Morgan, market by market
The largest personal injury firm in America is not equally strong everywhere. Measured across 45 US markets, its share of branded search demand ranges from 5% to 61% — a twelvefold spread — and in four markets it does not rank in the top three.
Published 5 August 2026 · Morgan & Morgan was not contacted and did not participate · Every figure below comes from public or commercially available third-party data.
Why measure the leader
Most marketing reports are written about firms that are struggling, which makes them easy to dismiss. So we pointed the same measurement at the strongest firm in the category — national television, a household name, and more branded search demand than anyone else in American personal injury.
The finding is not that Morgan & Morgan is weak. It is that even the strongest brand in the category is uneven, and the unevenness is invisible from the inside. A firm looking at national totals sees dominance. Measured market by market, the same firm holds 61% of branded demand in one place and 5% in another.
National averages hide the only number that matters — the one for the market you are actually trying to win.
Brand demand share, all 45 markets
Share of all branded personal-injury search demand in each market. Green = ranked #1, black = 2nd–3rd, red = 4th or lower.
| Market | Share | Rank | Firms | Searches/mo | |
|---|---|---|---|---|---|
| Panama City, FL | 61.29% | 1 | 2* | 325 | |
| Little Rock, AR | 57.15% | 1 | 3* | 585 | |
| Charleston, SC | 53.58% | 1 | 6 | 1,059 | |
| Jacksonville, FL | 52.57% | 1 | 9 | 5,625 | |
| Tampa, FL | 50.66% | 1 | 14 | 4,176 | |
| Macon, GA | 49.44% | 1 | 4* | 513 | |
| Columbus, GA | 43.18% | 1 | 4* | 593 | |
| Charleston, WV | 41.97% | 1 | 4* | 291 | |
| Savannah, GA | 39.32% | 1 | 5 | 976 | |
| Richmond, VA | 39.07% | 1 | 5 | 764 | |
| Orlando, FL | 38.57% | 1 | 16 | 6,597 | |
| Pittsburgh, PA | 37.89% | 1 | 9 | 1,116 | |
| Gainesville, FL | 37.45% | 1 | 6 | 831 | |
| St. Louis, MO | 33.11% | 1 | 10 | 2,512 | |
| New York, NY | 31.63% | 1 | 29 | 11,525 | |
| Augusta, GA | 31.30% | 1 | 6 | 410 | |
| San Jose, CA | 30.67% | 1 | 11 | 1,025 | |
| Pensacola, FL | 30.65% | 1 | 6 | 670 | |
| Providence, RI | 30.51% | 3 | 3* | 339 | |
| Miami, FL | 30.30% | 2 | 17 | 4,885 | |
| Sacramento, CA | 29.21% | 2 | 10 | 927 | |
| Atlanta, GA | 28.92% | 1 | 23 | 4,794 | |
| Nashville, TN | 25.45% | 2 | 12 | 2,524 | |
| Columbus, OH | 23.77% | 1 | 13 | 1,165 | |
| Wichita, KS | 23.42% | 3 | 3* | 278 | |
| Baltimore, MD | 22.44% | 1 | 16 | 1,505 | |
| Buffalo, NY | 22.16% | 2 | 8 | 1,000 | |
| Philadelphia, PA | 21.49% | 2 | 13 | 3,145 | |
| Portland, OR | 21.32% | 2 | 11 | 644 | |
| Charlotte, NC | 20.93% | 1 | 18 | 2,291 | |
| Minneapolis, MN | 18.40% | 2 | 9 | 726 | |
| Indianapolis, IN | 18.15% | 2 | 12 | 1,810 | |
| Seattle, WA | 15.81% | 2 | 15 | 1,029 | |
| Chicago, IL | 13.63% | 3 | 19 | 2,836 | |
| Los Angeles, CA | 13.42% | 1 | 32 | 5,097 | |
| Austin, TX | 12.33% | 2 | 17 | 950 | |
| Cleveland, OH | 10.79% | 3 | 13 | 749 | |
| Denver, CO | 10.51% | 3 | 13 | 929 | |
| Milwaukee, WI | 8.94% | 3 | 5 | 415 | |
| Detroit, MI | 8.90% | 5 | 12 | 983 | |
| Houston, TX | 8.62% | 4 | 32 | 2,808 | |
| Dallas, TX | 8.41% | 2 | 31 | 1,590 | |
| Las Vegas, NV | 5.92% | 6 | 25 | 2,316 | |
| Tucson, AZ | 5.70% | 3 | 5 | 304 | |
| Phoenix, AZ | 5.05% | 5 | 25 | 1,560 |
* Fewer than five firms measured in this market. In a thin market a high share is partly an artefact of how few competitors are tracked, and should be read with caution. Source: BrandTerritory index, October 2025 – June 2026.
Two Americas
Sorted by geography rather than size, the pattern is stark. Morgan & Morgan is a Southeastern firm that operates nationally — and the map still shows where it grew up. Across seven Florida markets it averages 43.1% of branded demand and leads six of them. Across nine Western markets the average is 15.3%, and it leads two.
Las Vegas is the sharpest example: 5.92% share and sixth place among 25 measured firms, the lowest rank in the study. Phoenix is fifth of 25 at 5.05%. Houston, the fourth-largest measured market by total demand, sits fourth of 32 firms at 8.62%.
New York is the mirror image. It generates 11,525 branded searches a month — by far the firm’s biggest single source of name demand — yet share there is 31.6%, below its Florida average, because 29 firms compete for attention. Volume and dominance are different things, and only one of them tells you whether to spend more.
Estimated paid search spend
Modelled monthly paid-search spend for forthepeople.com, February 2024 to July 2026. These are estimates derived from keyword positions and published click prices — not disclosed figures.
Estimated spend sat near $3M a month through the first half of 2025, climbed through the autumn, and peaked at an estimated $42.6M in December 2025 — a fourteenfold swing inside twelve months. It has since fallen back to an estimated $5.8M.
We are not going to tell you why that happened, because we do not know and neither does anyone outside that firm. Campaign launches, mass tort pushes, seasonal pressure and measurement artefacts would all produce a curve like this. What the chart establishes is that the swing is visible from the outside.
Can AI assistants read the site?
We test this by sending each crawler’s real user-agent and recording the response, rather than reading the site’s stated policy. The two frequently disagree.
Morgan & Morgan serves Googlebot, GPTBot, ClaudeBot and PerplexityBot a 200 OK. That is not universal. In other audits we have measured firms whose robots.txt explicitly welcomes these same crawlers while their firewall returns 403 to all of them — including one firm whose llms.txt file inviting AI companies was itself blocked from the AI companies it addressed.
The site, the schema and the profile
This is a well-maintained site, and it is worth saying so before listing what is missing: one keyword-bearing H1, a canonical tag, roughly 2,119 visible words, LegalService and Organization schema, and zero of 87 images missing alt text — rare at this scale.
The answer-engine gap. The homepage carries six question-style headings — “Injured in a car accident?”, “Hurt in a slip and fall?”, “Injured on the job?” and three more — and no FAQPage schema. The content is already written in the exact question-and-answer shape AI answers are assembled from. It is simply not declared, so retrieval systems must infer the structure rather than lift it. Also absent: AggregateRating and Review schema (nearly 20,000 Google reviews in Orlando alone, none machine-readable on the firm’s own site), Attorney schema for 1,100+ lawyers, BreadcrumbList, and llms.txt, which returns 404.
A Spanish site nobody was told about. The firm operates a Spanish-language site at /es/, which returns a healthy 200. The homepage carries zero hreflang tags — nothing tells a search engine the two versions are alternates of one another. A separate property at abogados.com is linked from the homepage, splitting the Spanish signal a third way.
The Google Business Profile, market by market
| Market | Reviews | Rating | Brand share | Rank |
|---|---|---|---|---|
| Orlando, FL | 19,784 | 4.4 | 38.57% | 1 |
| Atlanta, GA | 12,702 | 4.6 | 28.92% | 1 |
| Jacksonville, FL | 6,386 | 4.6 | 52.57% | 1 |
| Phoenix, AZ | 3,066 | 4.6 | 5.05% | 5 |
| Las Vegas, NV | 1,422 | 4.7 | 5.92% | 6 |
Markets where the firm ranks first average 12,957 reviews. Markets where it ranks fifth or sixth average 2,244 — a 5.8x gap.
The inversion is the useful part. Las Vegas rates 4.7 and Phoenix 4.6, while the Orlando flagship sits at 4.4, the lowest of the five. Whatever holds those markets back, it is not service quality or client sentiment. It is review volume and profile tenure — younger offices that never built a review base, with brand recognition tracking the shortfall.
The review-to-share relationship is measured across five markets and is almost certainly circular — more brand demand produces more clients, who produce more reviews. We present it as a pattern worth investigating, not a causal claim. A profile’s primary category cannot be read reliably from outside, so we make no recommendation on category selection.
What we would fix, in order
- FAQPage schema on the six existing question headings. Hours of work; the content already exists.
- hreflang between the English and Spanish sites. A whole language edition is currently undeclared.
- AggregateRating and Review schema. One of the largest review corpora in American law, unused on-site.
- Review-velocity programmes in Phoenix and Las Vegas. Sentiment is already strong; only volume is missing.
- Attorney schema on lawyer biographies. 1,100+ credentialed entities not represented in the graph.
- Publish an llms.txt. Currently returns 404.
Methodology, and where these numbers can be wrong
Branded search demand comes from the BrandTerritory index, built on Google Ads search volume for each firm’s brand terms within a defined market. Volumes are Keyword Planner bands rather than exact counts, so treat individual figures as ranges. Share is that firm’s branded volume as a proportion of all measured firms’ branded volume in the same market, October 2025 to June 2026.
Market coverage is not uniform. Los Angeles has 32 measured firms; Panama City has two. Share in a thin market is mechanically higher and means less. Every market with fewer than five measured firms is marked.
Traffic and spend figures are modelled, not measured. They are produced by taking every keyword a domain ranks for, multiplying search volume by an assumed click-through rate for that position, and pricing the result. No one counted these visitors. Two consequences follow: totals move when the underlying keyword database changes coverage, and month-to-month swings can reflect measurement rather than reality. We use them for direction and scale, never as accounting.
Crawler responses and site markup are measured live, as of 5 August 2026, and anyone can reproduce them.
Independence. BrandTerritory shares ownership with Mass Tort Ad Agency, which sells mass tort Meta advertising — not brand advertising. Inclusion in the public index can be purchased. Results cannot: no firm can pay to change a number on this page, including this one. Morgan & Morgan is not a client, was not contacted, and had no involvement in or advance sight of this report.
A commissioned report goes further than public data allows — every domain your firm has operated, what a rebrand or migration actually cost, your share in every market you serve, and a ranked fix list. Scoped and quoted individually.
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