Nutrition Content Report
January 2013
Produced By The NHS Choices Reporting Team
CH.NHSChoices-Reporting@nhs.net
CH.NHSChoices-Reporting@nhs.net
NHS Choices Policy Report
Nutrition Dashboard Page 1
Tag Cloud Showing Top Nutrition
Related Searches
Overall Choices Site Visits
27.3M
30.0M
25.0M
20.0M
15.0M
10.2M
10.0M
5.0M
0.0
Nutrition Page Visits
2,500,000
Nutrition Page Visits Excl. C4L Pages
2,000,000
C4L Nutrition Page Visits
1,500,000
1,000,000
500,000
0
Overall Site Visits
Nutrition Page Visits Excl. C4L Pages
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
Jan-12
10.2M
1120811
55305
11.01%
0.54%
Feb-12
14.5M
950459
23003
6.55%
0.16%
Mar-12
13.8M
993773
19565
7.18%
0.14%
Apr-12
14.6M
995061
15481
6.81%
0.11%
May-12
14.3M
1051925
15785
7.36%
0.11%
Jun-12
15.9M
962271
21462
6.06%
0.14%
Jul-12
15.6M
938336
23325
6.01%
0.15%
Aug-12
16.0M
959261
18403
5.98%
0.11%
Sep-12
16.0M
1105149
22979
6.92%
0.14%
Oct-12
16.4M
1242218
22799
7.58%
0.14%
Nov-12
19.8M
1198083
21167
6.07%
0.11%
Dec-12
19.8M
964665
14134
4.87%
0.07%
Jan-13
27.3M
1910151
1215304
6.99%
4.45%
The period covering January 2012 to January 2013 has seen significant changes in nutrition-related visits. Over the year, visits to NHS Choices nutrition pages have increased by 70%, with visits to NHS Choices nutrition content accounting for 6.99% of NHS Choices traffic in January 2013.
Visits to Change4Life (C4L) nutrition-related pages have also seen a big rise over the year period, with visits between January 2012 and January 2013 seeing more than a 2000% increase. The reason for the substantial increase was the launch of the ‘be food smart’ content, which saw over 360,000 visits
in January 2013.
Between February and August 2012, NHS Choices visits were fairly consistent, remaining close to the one million mark. Visits began to rise during September 2 012 and continued into October 2012, with visits still remaining elevated well above the one million mark in November 2012. In October 2012
visits were 8% higher than those seen during the New Year spike in January 2012.
Peak visits to nutrition content (excluding Change4Life pages) were recorded during January 2013, when visits neared the 2 million mark. This was 98% higher than the previous month and 54% higher than the peak visits total for 2012. The increase can be attributed to a variety of factors including a
general uplift in overall site traffic, seasonal influences such as New Year's resolutions to lose weight and eat more healthily and the launch of the new weight loss guide which had over 78,000 visits.
Excluding Change4Life content, pages within the ‘Live Well’ content area account for most nutrition-related visits, followed by treatments and conditions and common health questions (CHQs). The most popular page in the Live Well content area during January 2012 – January 2013, was the ‘top 10
diets review’ page.
NHS Choices Policy Report
Nutrition Dashboard Page 2
Breakdown of Visitor Traffic to Nutrition Related Content
Websites Receiving Traffic from Nutrition Search Terms
CHQ
3.7%
Livewell
Amazon UK
Wei ght Loss Reso urces
Planner
NHS - Change4Life
Services
BBC Health
Tools
38.9%
Treatments and Conditions
YouTube
33.4%
Wikipedia Mobile - English
Video
Facebook
Carers Direct
NHS Choices
News and Others
Wikipedia
Campaign
NHS England
0.0%
0.0%
0.1%
0.0%
Change4Life
BBC Good Food
0.0%
0.0%
20.4%
0%
10%
3.1%
0.3%
20%
30%
% Of Traffic
Top Nutrition Search Terms
=
Breakdown of Visitor Traffic to Nutrition Related Content by Month
3.50M
potassium
3.0M
fat
2.50M
milk
2.0M
healthy eating
fruit
1.50M
cholesterol
1.0M
healthy recipes
500K
water
0
Jan-12
Feb-12
Mar-12
Apr-12
May-12
Jun-12
Jul-12
Aug-12
Sep-12
Oct-12
Nov-12
Dec-12
Jan-13
fish
good food
CHQ
Tools
News and Others
Livewell
Treatments and Conditions
Campaign
Planner
Video
NHS England
Services
Carers Direct
Change4Life
0%
5%
10%
% of Searches
15%
20%
NHS Choices Policy Report
Nutrition Dashboard Page 3
Nutrition Search Terms Not Driving Traffic to NHS Choices
Change in Popular Search Terms Within the Nutrition Policy Area
fish
be food smart
food groups
carbohydrates
fat
vegetables
milk
potassium
fruit
good food recipes
fish
healthy ea ting
fruit
nutrition
dinner
brea kfast
dairy
bala nced diet
lunch
sulphur
healthy food
magnesium
vegetables
milk
water
beans
potassium
calories
choles terol
healthy recipes
-10%
-5%
0%
5%
% 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 ending the 26 January 2013 and the 28
January 2012.
0.0%
2.0%
4.0%
6.0%
8.0%
% Of Searches
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.