Pregnancy Content Report
April 2013
Produced By The NHS Choices Reporting Team
CH.NHSChoices-Reporting@nhs.net
NHS Choices Policy Report
Pregnancy Dashboard Page 1
Tag Cloud Showing Top Mental Health
Related Searches
Overall Choices Site Visits
27.9M
30.0M
25.0M
20.0M
15.0M
14.3M
10.0M
5.0M
0.0
Pregnancy Page Visits
4,000,000
3,500,000
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
500,000
0
Overall Site Visits
Pregnancy Page Visits
% of NHS Choices Traffic made up by Pregnancy content
Apr-12
14.3M
1623910
11.35%
May-12
15.9M
1701607
10.71%
Jun-12
15.6M
1788303
11.46%
Jul-12
16.0M
1852534
11.56%
Aug-12
16.0M
1980720
12.40%
Sep-12
16.4M
2070234
12.63%
Oct-12
19.8M
2719049
13.77%
Nov-12
19.8M
2659346
13.43%
Dec-12
19.3M
2823597
14.64%
Jan-13
27.3M
3658601
13.40%
Feb-13
24.5M
3246836
13.23%
Mar-13
27.2M
3645735
13.41%
Apr-13
27.9M
3665010
13.12%
From April 2012 to April 2013 visits to pregnancy content have increased by 124%, with pregnancy content accounting for 13% of all NHS Choices traffic in April 2013.
Visits jumped significantly during January 2013 when they reached 3,602,362, which was 30% higher than the previous month. Since January visits have remained consistently above the 3 million mark, with peak visits being recorded in April 2013 when they reached 3,619,715.
Content in treatments and conditions accounts for most visits to pregnancy-related information, which fits as this is now where the ‘pregnancy and baby guide’ sits following its move from the pregnancy planner in April 2012. Outside of the pregnancy and baby pages, the most visited
pregnancy-related condition is miscarriage, followed by ectopic pregnancy and pre-eclampsia.
Another popular area of the site for pregnancy content is common health questions (CHQs) which accounts for almost 20% of pregnancy-related visits. The most visited pregnancy CHQ between April 2012 – April 2013 was ‘how soon can I do a pregnancy test’ with 882,145 visits, which was
72% higher than the second most popular.
Over the year from April 2012 – April 2013, the most visited page in the ‘pregnancy and baby guide’ was ‘early pregnancy signs and symptoms’ with 1,664,018 visits, followed by ‘pregnancy due date calculator’ which had 1,660,463 visits.
NHS Choices Policy Report
Pregnancy Dashboard Page 2
Breakdown of Visitor Traffic to Pregnancy Related Content
CHQ
0.0%
1.2%
0.0%
0.0%
0.0%
Websites Receiving Traffic From Pregnancy Search Terms
0.0%
Wikipedia Mobile - English
Livewell
Parenting.com
Planner
0.0%
19.5%
Services
BBC Health
0.0%
Cow & Gate
0.0%
Tools
www.clearblue.com
0.5%
Treatments and Conditions
Bounty UK
Video
BabyCenter
Carers Direct
Web MD
News and Others
BabyCentre UK
Campaign
NHS Choices
78.7%
NHS England
0%
10%
Change4Life
20%
30%
40%
% Of Traffic
Breakdown of Visitor Traffic to Pregnancy Related Content by Month
=
Top Pregnancy Search Terms
4.0M
nhs pregnancy
3.50M
pregnancy week by week
3.0M
early pregnancy symptoms
2.50M
pregnancy test
2.0M
ectopic p regnancy
1.50M
early signs of pregnancy
1.0M
signs of pregnancy
500K
pregnancy symptoms
0
Apr-12
May-12
Jun-12
Jul-12
Aug-12
Sep-12
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
Mar-13
CHQ
Livewell
Planner
Services
Tools
Treatments and Conditions
Video
Carers Direct
News and Others
Campaign
NHS England
Change4Life
Apr-13
pregnancy calculator
pregnancy
0%
2%
4%
6%
% of Searches
8%
10%
NHS Choices Policy Report
Pregnancy Dashboard Page 3
Change in Popular Search Terms Within the Pregnancy Policy Area
Pregnancy Search Terms Not Driving Traffic to NHS Choices
pregnancy week by week
how early can i take a pregnancy test
diarrhea in early pregnancy
ectopic p regnancy symptoms
pregnancy test online
bleeding in earl y pregnancy
spd in pregnancy
chemical pregnancy
discharge during pregnancy
chicken pox and pregnancy
ectopic p regnancy
earliest pregnancy test
diarrhoea in pregnancy
pregnancy quiz
chicken pox pregnancy
phantom pregnancy
clear blue pregnancy test
kate middleton pregnancy
early signs of pregnancy
pregnancy
headaches in pregnancy
clear blue pregnancy test
signs of pregnancy
pregnancy calendar
very early signs of pregnancy
online pregnancy test
positive pregnancy test
kate middleton pregnancy
0.0%
pregnancy symptoms
pregnancy calculator
0.2%
0.4%
0.6%
0.8%
% Of Searches
-3%
-2%
-1%
0%
1%
2%
% 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.