Nutrition Content Report
August 2013
Produced By The NHS Choices Reporting Team
CH.NHSChoices-Reporting@nhs.net
NHS Choices Policy Report
Nutrition Dashboard Page 1
Overall Choices Site Visits
Tag cloud showing top respiratory related searches
30.0M
35.0M
30.0M
25.0M
20.0M
16.0M
15.0M
10.0M
5.0M
0.0
Nutrition Page Visits
2,500,000
Nutrition Page Visits
2,000,000
C4L Nutrition Page Visits
1,500,000
1,000,000
500,000
0
Overall Site Visits
Nutrition Page Visits
C4L Nutrition Page Visits
% of NHS Choices Traffic made up by Nutrition pages excl. C4L pages
% of NHS Choices Traffic made up by C4L Nutrition pages
Aug-12
16.0M
959003
18403
6.01%
0.12%
Sep-12
16.4M
1104642
22979
6.74%
0.14%
Oct-12
19.8M
1241718
22799
6.29%
0.12%
Nov-12
19.8M
1197562
21167
6.05%
0.11%
Dec-12
19.3M
964286
14134
5.00%
0.07%
Jan-13
27.3M
1909682
1215304
6.99%
4.45%
Feb-13
24.5M
1598917
467189
6.52%
1.90%
Mar-13
27.2M
1688112
199586
6.21%
0.73%
Apr-13
27.9M
1677168
131432
6.00%
0.47%
May-13
28.7M
1726896
135768
6.02%
0.47%
Jun-13
28.9M
1609333
136645
5.58%
0.47%
Jul-13
31.0M
1593349
138188
5.13%
0.45%
Aug-13
30.0M
1638044
173280
5.46%
0.58%
Between August 2012 and August 2013 visits to nutrition-related pages have seen a 71% increase, with visits to nutrition content accounting for 5.46% of NHS Choices traffic in August 2013.
The launch of the Change4Life (C4L) 'be food smart' content in January 2013 saw visits to C4L nutrition content spike significantly. After falling to just over 131,000 in April 2013, visits began rise month-on-month, reaching 138,188 in July 2013. During August 2013 C4L nutrition visits rose
more significantly, going up by 25% from the previous month. This coincided with the start of the 'smart restart' campaign on the 14th August, which will have helped to drive traffic other C4L pages.
Over the 12 month period beginning August 2012, visits to nutrition content (excluding C4L pages) have only fallen below the monthly 1 million mark on two occassions, during August and December. This is when overall site visits are generally down due to peak summer holiday period and
the festive holiday.
Peak visits to nutrition content (excluding C4L pages) were recorded during January 2013, when visits neared the 2 million mark. Since January is traditionally a time for making diet and exercise changes, this fits. Since February 2013, visits have been between 1.6m - 1.7m.
The 'live well' area of the site remained the most visited area for nutrition content, accounting for 44% of all nutrition visits.
NHS Choices Policy Report
Nutrition Dashboard Page 2
Breakdown of Visitor Traffic to Nutrition Related Content
Websites Receiving Traffic from Nutrition Search Terms
CHQ
9.6%
0.1%
Livewell
Planner
0.0%
0.0%
Amazon UK
0.0%
5.6%
0.4%
Good Food Channel
Patient UK
Services
Channel 4 Food
Tools
Web MD
Treatments and Conditions
YouTube
Video
43.9%
36.2%
Carers Direct
Wikipedia Mobile - English
Wikipedia
News and Others
NHS Choices
Campaign
BBC Good Food
NHS England
0%
Change4Life
10%
20%
30%
% Of Traffic
0.0%
4.2%0.1%
Breakdown of Visitor Traffic to Nutrition Related Content by Month
=
Top Nutrition Search Terms
3.50M
nutrition
3.0M
folic acid
2.50M
fruit
2.0M
fat
1.50M
good food recip es
1.0M
healthy recipes
500K
cholesterol
water
0
Aug-12
Sep-12
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
CHQ
Livewell
Planner
Services
Tools
Treatments and Conditions
Video
Carers Direct
News and Others
Campaign
NHS England
Change4Life
Aug-13
fish
good food
0%
5%
10%
% of Searches
15%
20%
NHS Choices Policy Report
Nutrition Dashboard Page 3
Change in Popular Search Terms Within the Nutrition Policy Area
Nutrition Search Terms Not Driving Traffic to NHS Choices
milk
carbohydrates
fat
fruit
magnesium
water
nutrition
good food recipes
fish
good food
salt
water
salad
good food recip es
breakfast
fruit
rickets
fish
wheat
lactose
carbohydrates
healthy eating
potassium
drinks
anaemia
starch
nutrition
healthy recipes
0.0%
good food
5.0%
10.0%
15.0%
20.0%
25.0%
cholesterol
-5%
0%
5%
% 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 10 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.