We ran the same search, a dental clinic, from 25 spots around Didsbury in Manchester. At your own address you come up among the first three. Move a street or two away and you sit far down the list, at the eight nearest spots and across the wider ring too. Each dot is one of those spots; Green means you are in the top three there.

So someone a few minutes from you, phone in hand and nervous about seeing a dentist, may never come across you. What does a nearby practice get from the same search?

Your practice page lives on a bigger dental phobia website. The searches we found all lead to other pages of that site, never to your page, so we cannot say how people reach yours.

• A nervous patient searching today may land on an article on that site rather than on your page, which means your own page is not the thing doing the work.
• Until your practice has pages of its own that we can measure, we cannot tell whether the people arriving already know your name or are meeting you for the first time.

So the question stays open: what are nervous patients around Didsbury typing in, and where do they end up?