We ran the same search, a dentist, from 25 spots around Euston Rd. in London. At your own door you come first. One step away that changes: across the spots close to you, you sit lower down the first screen or further, and farther out you often slip off the list altogether, mostly to the south and south-west. 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, may simply never come across you. Would another practice nearby fare better here?

We looked at the Google searches that bring people to your website. Not one of them includes your practice name. They are searches like 'fillings london', made by people with a question. These are estimates.

• Someone typing 'fillings london' has not heard of you yet. Your site comes up among the first results for them, and that is where a new patient can first meet you.
• The searches we found are only part of the picture, so this is not proof nobody looks you up by name. What they do show is people arriving with a question, not a name.

So which of these questions actually bring people to you, and where do they land when they arrive?