We ran the same search, a dental clinic, from 25 spots around West Didsbury in Manchester. You come up first at your own door. A few streets out, you drop far down the list in most spots. Each dot is one spot; Green means you are in the top three there.

This suggests that, a few streets away, someone with a sore tooth searching on their phone may not come across you. So what does a stronger nearby practice manage to show?

Against Didsbury Dental Practice, your practice appears less often away from your own door, so patients nearby have more chances to see them first.

This is the same search from the same spots around West Didsbury in Manchester, so the two maps can be read side by side.

That same wider reach is possible from where you are. So who reaches your website now: people who already know you, or new people nearby?

People reaching your website through Google are not yet searching for your name. This is an estimate. One search we did see was 'veneers in manchester'.

• That means people who already know you may still search other ways, rather than typing your practice name into Google.
• Because searches without your name do reach your pages, new people can find you around West Didsbury in Manchester without knowing you.

So which searches bring those new people to you, and where do they land?

These searches are mostly about veneers, plus one misspelling of your name and one search for another dental practice.

• 'rg dental' shows up among the first results and leads to your home page, so a person who mistypes your name can still find your practice.
• 'veneers manchester' shows up low on the first page and leads to your veneers page. It is seen by few people and brings almost no one.

The useful opening is veneers. You already appear for it, but too low for many people to notice, so someone looking for a dentist around West Didsbury in Manchester does not arrive this way yet.