We ran the same search, haematologist, from 25 spots around Littlemore in Oxford. You are among the first three almost everywhere. You also come up first in many nearby spots, with no clear drop as you move out. Each dot is one of those spots; Green means you are in the top three there.

So people nearby can usually find you, and that is a position worth protecting. The next question is how you look beside a practice nearby.

Against Dr Jaimal Kothari, you show up just as well and more often first, both near your practice and further out around Littlemore.

We ran the same search from the same spots around you, so the two maps can be read side by side.

That makes your local map an asset. A patient nearby can find you readily. The next question is whether the people reaching your site already knew you.

Almost everyone reaching your site through Google was searching for your name, as best we can tell.

• They had already heard of you, from a recommendation or because they are already a patient.
• Someone nearby in Oxford looking for a haematologist, without your name, is making a different search.

So what are the searches that can bring you people who do not know you yet?

Every search we found uses your name, so someone who has never heard of you does not arrive this way.

So nothing we found is bringing new people to your haematology work yet. The next question is which parts of your website are doing the job once people get there.