We ran the same search, a dentist, from 25 spots around Church Ln in London. Right by the practice, and at several of the streets closest to it, you come up near the top. From the spots farther out, especially to the north and north-east, you sit well down the list. Each dot is one of those spots; Green means you are in the top three there.

So someone a few streets out, phone in hand, may never come across you. Close to you, that visibility is worth holding on to. What would a nearby practice's map look like?

At least three quarters of the estimated visits from Google come from people typing your name, like 'rose garden dental'. That is people who already have you in mind. The rest came another way.

• Someone searching your name already knows what they are looking for. Someone searching for a dentist nearby is still choosing, and that is a different kind of visitor.
• The good news is that you do show on the first page for a search without your name: when someone nearby looks for a dentist in Kingsbury, you are among the first results.

So what about the searches with no name in them? Those are worth a closer look.