We ran the same search, a dentist, from 25 spots around Beaumont St in Oxford. You show on the first screen in many nearby spots. Farther out, you are usually below the top three. Each dot is one of those spots; Green means the practice is in the top three there.

People nearby can find you, while from farther out they may not come across you. That nearby presence is worth protecting.

Temple Street Dental Practice appears both close to you and further out, so people further out come across it and not you.

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

That suggests a wider reach is possible here, so the question is which searches already bring new people to your website.

From the searches we found, people are not reaching your site by typing your practice name into Google. This is an estimate, and it points to other searches doing the work.

• When someone nearby needs a dentist and does not know your name, your website can still be found. That is the hard part.
• In the searches we found, your name is not what brings people to the site. Google is introducing you through other needs instead.

So which searches are bringing people to you without the name?

These are searches for treatments you offer, not your name: implants, emergency care and teeth whitening, with one root canal page appearing much lower down.

• 'dental implants oxford' shows up among the first results and leads to your dental implants page.
• 'emergency dentist oxford' shows up among the first results and leads to your emergency dentist in Oxford page.

The clearest opening is dental implants. People around Beaumont St in Oxford can already find that page, so it is the one to build on.