We ran the same search, a dentist, from 25 spots around Iffley in Oxford. You show on the first screen in many nearby spots, and among the first three close to you. Farther north, you drop below the first three in most of the spots we tested. Each dot is one of those spots; Green means you are in the first three there.

That means people nearby can find you easily, while from farther north many will not come across you. So who is reaching your website now?

Against Temple Street Dental Practice, you show up more widely, both close to you and further out, which gives patients nearby a better chance of finding you.

This is the same search, from the same spots around Iffley in Oxford, so the two maps can be read side by side.

That makes your local map an asset here, so the next question is simple: when people do find you, does your website bring in anyone beyond those already looking for you?

This estimate suggests most people reaching your site through Google already know you, for example by searching your name.

• They have usually heard of you already: a recommendation, walking past, or an existing patient coming back.
• Someone looking for a dentist around Iffley in Oxford without your name makes a different search, and your pages sit too far down for most people.

So which searches bring people to you when they do not know your name?

These are searches by people looking for a dentist in Oxford. They all relate to your general dental care rather than a separate treatment page.

• 'dentist oxford' shows up low on the first page, so it is seen by few people and brings almost no one to your home page.
• 'oxford dentist' shows up low on the first page, so it is seen by few people and brings almost no one to your home page.

These searches are for your main field, dentistry, but they rarely lead new people to you around Iffley in Oxford. That gap is the thing to fix.