Dental Content Report
December 2013
Produced By The NHS Choices Reporting Team
CH.NHSChoices-Reporting@nhs.net
NHS Choices Policy Report
Dental Dashboard Page 1
Overall Choices Site Visits
40.0M
35.0M
30.0M
25.0M
20.0M
15.0M
10.0M
5.0M
0.0
Tag cloud showing top dental related searches
32.9M
19.3M
Dental Page Visits
1,600,000
1,400,000
1,200,000
1,000,000
800,000
600,000
400,000
200,000
0
Overall Site Visits
Dental Page Visits
% of NHS Choices Traffic made up by Dental content
Dec-12
19.3M
737674
3.82%
Jan-13
27.3M
1131350
4.14%
Feb-13
24.5M
1037340
4.23%
Mar-13
27.2M
1131395
4.16%
Apr-13
27.9M
1208956
4.33%
May-13
28.7M
1191495
4.16%
Jun-13
28.9M
1169007
4.05%
Jul-13
31.0M
1209109
3.90%
Aug-13
30.0M
1242504
4.14%
Sep-13
30.8M
1275416
4.15%
Oct-13
36.5M
1460369
4.00%
Nov-13
35.2M
1381371
3.92%
Dec-13
32.9M
1203621
3.65%
Between December 2012 and December 2013 visits to dental pages rose 63% to over 1.2 million. The percentage of NHS Choices traffic made up by visits to dental content during December 2013 was 3.65%. At its highest in April 2013, this figure was 4.33%.
Peak visits of 1.46 million were recorded in October 2013, when they saw a 15% increase from the previous month. There was not a specific area responsible for the rise, just a general uplift for almost all dental pages. October 2013 also saw overall NHS Choices visits rise by 19% compared
to September 2013.
The top dental-related search term for the reporting period was ‘dental implants’ with 14% share. The same search term also saw the biggest positive percentage change of search term clicks (against the total search term clicks in the portfolio) between November and December 2013.
Interestingly ‘dental implants’ was also the top search term not driving traffic to NHS Choices. Despite this, NHS Choices was still the top website receiving traffic from dental search terms with a 17% share.
Pages relating to finding an NHS dentist and the costs associated with visiting an NHS dentist remained popular, with visits to the dentist service search page seeing the most visits over the period, with over 4.85 million and the most popular common health question (CHQ) being ‘how
much will I pay for NHS dental treatment?’
NHS Choices Policy Report
Dental Dashboard Page 2
Breakdown of Visitor Traffic to Dental Related Content
0.0%
0.0%
CHQ
Livewell
15.2%
0.0%
Websites Receiving Traffic From Dental Search Terms
0.0%
Web MD
10.0%
7.1%
Planner
General Dental Council
0.0%
Services
0.0%
YouTube
Wikipedia Mobile - English
0.4%
Tools
Facebook
Treatments and Conditions
Gumtree Mobile
Video
Yahoo! UK & Ireland
Care and Support
Gumtree
News and Others
Campaign
Wikipedia
37.2%
30.0%
NHS England
NHS Choices
Change4Life
0%
5%
10%
Audio
15%
20%
% Of Traffic
0.0%
Breakdown of Visitor Traffic to Dental Related Content by Month
Top Dental Search Terms
1.60M
root canal
1.40M
gingivitis
1.20M
nhs dental charges
1.0M
to othache
800K
wisdom teeth
600K
teeth
400K
crown
200K
teeth whitening
0
Dec-12
Jan-13
CHQ
Tools
News and Others
Audio
Feb-13
Mar-13
Apr-13
May-13
Livewell
Treatments and Conditions
Campaign
Jun-13
Jul-13
Planner
Video
NHS England
Aug-13
Sep-13
Oct-13
Services
Care and Support
Change4Life
Nov-13
Dec-13
gum
dental implants
0%
5%
10%
% of Searches
15%
NHS Choices Policy Report
Dental Dashboard Page 3
Dental Search Terms Not Driving Traffic to NHS Choices
Change in Popular Search Terms Within the Dental Policy Area
tooth
polish
dentistry
dental dam
fluoride
orthodontist
general dental council
teeth
crown
dental implants
gum disease
nhs dental charges
crown
teeth
teeth whitening
orthodontist
scale
nhs dental charges over 60
cosmetic denti stry
root canal
filling
general dental council
to oth
to oth whitening
fluoride
dental dam
wisdom teeth
dental abscess
0.0%
bad breath
dental implants
-5%
0%
5%
10%
15%
5.0%
10.0%
15.0%
20.0%
% Of Searches
% Change
The above chart shows the search terms within the portfolio with the highest % change of search term clicks (against the total
search term clicks in the portfolio) between the two 4 week reporting periods.
The above chart shows the top search terms (within the portfolio) that NHS Choices received no search term clicks from (all the
traffic went elsewhere), the terms are ranked by the clicks for that particular term as a % of the total search term clicks in the
portfolio. It can be used as an indication of potential traffic that could have been generated.