The Eurostar departures board and the British Library's forecourt sit yards from your door, and neither search bar is looking for you.

St Pancras

A station site, and the institutions beside it, that sit wholly inside Camden.

St Pancras station is one of the best-known railway stations in England, and the whole of its site belongs to Camden, unlike King's Cross next door, whose station and masterplan sit almost entirely in Camden but whose eastern fringe along York Way touches Islington. The former Midland Grand Hotel reopened as the St Pancras Renaissance London Hotel in 2011, and the parish itself is marked by two separate churches that are easily confused: St Pancras Old Church, Grade II* listed with an 11th-century core, rebuilt and enlarged in 1847-48, and St Pancras New Church, a separate 1822 building on Euston Road.

Built on former railway land beside the station are two of the institutions that give this place its national profile: the British Library, which moved to its current site at 96 Euston Road in 1999 with a floor area of 112,000 square metres, and the Francis Crick Institute at 1 Midland Road, which opened in 2016 and describes itself as the biggest biomedical research facility in Europe, bringing together 1,500 scientists and support staff. None of that is a business trading for local customers; it is a terminus and a pair of national institutions, and a search for a shop, café or clinic here is easily buried under results for all three.

What works is not competing with the station or the institutions for attention, since neither is trying to sell what your business sells. It is being specific about the actual service and the actual street, so the much smaller number of people who are searching for you, rather than for a train, a book or a lab, can find you quickly. Somers Town, immediately behind the station, is a separate, resident-facing place with its own record; this one is written for the ground the terminus and its neighbouring institutions actually occupy.