We ran the same search, a dental clinic, from 25 spots around Withington in Manchester. Right at your door you come first. Step one street out and you drop out of the first three at every other tested spot, further down the farther someone stands. Each dot is one of those spots; Green means your practice is in the top three there.

So someone a few streets away, phone in hand looking for a dentist, may never come across you. Which raises the question: what does a nearby practice manage here?

At least four in ten of the estimated visits from Google come from people typing your name. A smaller part comes from searches like 'dentist withington', where your site shows among the first results.

• Someone typing your name has already heard of you. Someone typing 'dentist withington' is simply looking for a dentist nearby, and may not know who you are yet.
• That second kind of search already puts your home page on the first screen, so a new patient around Withington in Manchester can find you without knowing your name.

So which searches are bringing those new people to you, and where do the others end up instead?