We ran the same search, a hand surgeon, from 25 spots around Headington in Oxford. The map shows you among the first three almost everywhere. Only right by you do you drop lower down the first screen. Each dot is one of those spots; Green means you are in the top three there.

That strong presence nearby is worth protecting. Right by you, someone has to look further down. So how does that compare with a nearby practice?

Against Oxford Shoulder Surgeon, you both show up well around Headington in Oxford, though it comes first more often, so someone searching nearby often sees it before you.

This is the same search, made from the same spots around your practice, so the two maps can be read side by side.

Holding a place in the first three still gets you found, so what happens after a tap: who is actually reaching your website?

From what we found, people reaching your site through Google are not searching for your practice name. Some arrive through searches such as 'hand surgeon'.

• So if someone has heard of you already, we did not find them searching for your practice name before they reach your site.
• That means your name is not yet part of the Google route people take when they look for care around Headington in Oxford.

So what are people searching for when they reach you without knowing your name?

These are searches for your core hand surgery work and for specific hand problems, such as hand arthritis, nerve compression and scaphoid injuries.

• For 'hand surgeon', you show up among the first results and it leads to your home page, so someone nearby looking for a hand surgeon can find your practice there.
• For 'hands joints', you show up among the first results and it leads to your hand osteoarthritis page, so people with hand arthritis can reach you through that page.

The clearest finding is that your own field already brings new people in. Someone around Headington in Oxford searching for a hand surgeon can find you, and that is the service worth building on.