Fitness Content Report
July 2013
Produced By The NHS Choices Reporting Team
CH.NHSChoices-Reporting@nhs.net
NHS Choices Policy Report
Fitness Dashboard Page 1
Overall Choices Site Visits
Tag cloud showing top fitness related searches
31.0M
35.0M
30.0M
25.0M
16.0M
20.0M
15.0M
10.0M
5.0M
0.0
Jul-12
Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13
Jul-13
Fitness Page Visits
1,400,000
1,200,000
1,000,000
800,000
600,000
400,000
200,000
0
Jul-12
Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13
Overall Site Visits
Fitness Page Visits
% of NHS Choices Traffic made up by Fitness content
Jul-12
16.0M
682928
4.26%
Aug-12
16.0M
725256
4.54%
Jul-13
Sep-12
16.4M
661060
4.03%
Oct-12
19.8M
719296
3.64%
Nov-12
19.8M
608796
3.08%
Dec-12
19.3M
511468
2.65%
Jan-13
27.3M
1227696
4.50%
Feb-13
24.5M
866431
3.53%
Mar-13
27.2M
871837
3.21%
Apr-13
27.9M
1000705
3.58%
May-13
28.7M
1000046
3.49%
Jun-13
28.9M
1006702
3.49%
Jul-13
31.0M
1046769
3.37%
July 2013 was another record for Choices in terms of monthly visits and visitors, over 31million visits with 3.37% of these being to fitness related content. The 1.05 million visits to fitness content was the second highest month over the
last 13 months, only beaten by the usual seasonal spike in January where we received 1.23million visits (4.5% of the total Choices traffic).
Live Well and Tools are the two most popular area of the site for fitness related content, representing 97% of the fitness traffic - Common Health Questions, Services and Health A-Z making up the other 3%. Within Live Well the 'Fitness'
and 'Couch to 5K' pages are the most popular making up 89% of the Live Well fitness related visits in July. A year on from London 2012 and the 'Olympics' pages within Live Well are still receiving nearly 8,000 visits per month.
In terms of websites receiving traffic from fitness related search terms, NHS Choices is ranked second to BBC Sport based on search term clicks of a portfolio of over 100 search terms, the most popular terms within the portfolio include
sport, swimming, exercise and running. Cycling was one of the fastest moving search terms in July (receiving nearly 2% more search term clicks than it did in June), this is not surprising due to the media coverage of Britain's Chris
Froome winning the 100th edition of the Tour de France.
NHS Choices Policy Report
Fitness Dashboard Page 2
Breakdown of Visitor Traffic to Fitness Related Content
CHQ
0.9%
Websites Receiving Traffic from Fitness Search Terms
2.2%
Livewell
www.fitforsport.co.uk
Planner
Men's Fitness
4chan
Services
YouTube
Tools
Sport.pl
Treatments and Conditions
BBC Homepage
Video
44.4%
Carers Direct
52.4%
Sport.es
Sky Sports
News and Others
NHS Choices
Campaign
BBC Sport
NHS England
0%
Change4Life
10%
20%
30%
40%
% Of Traffic
0.1%
Breakdown of Visitor Traffic to Fitness Related Content by Month
=
Top Fitness Search Terms
1.40M
fitness motivation
1.20M
muscle and fitness
1.0M
cycling
800K
fitness
600K
couch to 5k
400K
fit
200K
running
exercise
0
Jul-12
Aug-12
Sep-12
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
CHQ
Livewell
Planner
Services
Tools
Treatments and Conditions
Video
Carers Direct
News and Others
Campaign
NHS England
Change4Life
Jul-13
swimming
sport
0%
10%
20%
30%
% of Searches
40%
50%
NHS Choices Policy Report
Fitness Dashboard Page 3
Change in Popular Search Terms Within the Fitness Policy Area
Fitness search terms not driving traffic to NHS Choices
fitness equipment
fitness motivation
fit for sport
men's fitness
mens fitness
muscle and fitness
fit
cycling
swimming
sport
acti ve
get active
fitness training
fit for free
mens fitness
fitness motivation
components of fitness
fitness equipment
exercise
muscle and fitness
outdoor fitness
exercise classes
fitness instructor
fit for sport
health and fitness
fitness
stamina
cycling
0.0%
sport
swimming
-2%
-1%
0%
1%
2%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
% 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 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.