We ran the same search, a dental clinic, from 25 spots around Borough High St in London. At your own address you come first, and no one else sits above you there. Move away from the door and you are still in the list everywhere, but outside the first three at every other spot, and far down the list at most of the ones farther out. Each dot is one of those spots; Green means you are in the top three there.

So someone a few streets away, phone in hand, looking for a dentist today may simply never come across you. Which raises a fair question: what does being seen there actually look like?

At least half of the estimated visits from Google come from people typing your name, like 'borough dental care'. About a third come from searches that never mention it, so new people are arriving too.

• Someone typing your name has already decided to look you up. Someone searching for a dentist nearby has not, and they pick from whoever they see.
• Your site does come up among the first results for searches made without your name, so those searches can land someone on your pages.

So which searches are bringing those new people in, and where do they end up once they arrive?