We ran the same search, a hospital, from 25 spots around Wythenshawe in Manchester. You come up in the list at all of them, but you sit in the top three at only two: the spot at your own door and one just south of it. Farther out, you are mostly well down the list. Each dot is one of those spots, and Green means you are in the top three there.

So someone reaching for their phone a mile or two out, looking for a hospital, may never see your name. What does a map look like when it works here?

At least half of the estimated visits from Google to your website come from people typing your name, something like 'electiva hospital manchester'. These are estimates, but the pattern is clear.

• Someone typing your name already knows the name. That is a check, not a choice between hospitals, and a very different moment from a first search.
• One search without your name does reach your first page, though it sits low down, below the results most people click.

So what does someone search for when they have never heard of you, and where do they land?