We ran the same search, Dental clinic, from 25 spots around Templars Square Shopping Centre in Oxford. Close to you, you often appear first or in the top three. Farther out, you are usually lower down the first screen or beyond it. Each dot is one of those spots; Green means you are in the top three there.

That may mean people nearby can find you, while farther out some may not come across you. So is anyone nearby showing up more widely?

Against Leys Dental Practice, you appear less often further out, so people beyond your immediate area come across them more readily.

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

That wider reach is possible here, since another practice already has it. The next question is who is reaching your website now: people who know you, or new people?

Most people reaching your website through Google were already looking for you by name. This is an estimate.

• In practice, that means many had already heard of you through a recommendation, by walking past, or because they are already a patient.
• A different person, looking for a dental clinic around Templars Square Shopping Centre in Oxford without knowing your name, makes a different kind of search.

So which searches bring in people who do not know you yet?

These are searches from people who do not know your name yet, grouped around general dentistry and dental implants.

• 'dentist cowley centre' shows up among the first results and leads people to your home page, so someone nearby looking for a dentist can reach your practice that way.
• 'dental implants oxford' shows up among the first results and leads to your single tooth dental implants page, so people already looking for implants can find that treatment directly.

The clearest opening is dental implants, because people already reach that page from a service search nearby. The same could be true further out, where you appear less often.