We ran the same search, a dental clinic, from 25 spots around Perivale in Greenford. Right at your own door, on Bilton Rd, you come first, and nothing sits above you there. One spot out, that fades: across the other 24 spots you sit outside the first three, and far down the list at most of them. Each dot is one of those spots; Green means the practice is in the top three there.

So someone a street or two away, phone in hand, looking for a dentist nearby, may never come across you. What does a patient see there instead?

Of the searches we looked at, nearly all the estimated visits from Google come from people typing your name, like 'este dent'. Very few are estimated to arrive any other way.

• Someone typing your name already has it in mind. They are checking you, not choosing you, which is a different search from someone simply looking for a dentist.
• Your site does reach the first page for one search made without your name, though it sits low down, below the results most people click.

So what are people searching for when they do not have your name, and where do those searches land?