Breastfeeding Content Report
March 2014
Produced By The NHS Choices Reporting Team
CH.NHSChoices-Reporting@nhs.net
NHS Choices Policy Report
Breastfeeding Dashboard Page 1
Overall Choices Site Visits
Tag cloud showing top breastfeeding related searches
44.6M
50.0M
40.0M
30.0M
27.2M
20.0M
10.0M
0.0
Breastfeeding Page Visits
500,000
400,000
300,000
200,000
100,000
0
Overall Site Visits
Breastfeeding Page Visits
% of NHS Choices Traffic made up by Breastfeeding content
Mar-13
27.2M
272938
1.00%
Apr-13
27.9M
272135
0.97%
May-13
28.7M
290584
1.01%
Jun-13
28.9M
306176
1.06%
Jul-13
31.0M
318282
1.03%
Aug-13
30.0M
327505
1.09%
Sep-13
30.8M
318371
1.04%
Oct-13
36.5M
339179
0.93%
Nov-13
35.2M
333926
0.95%
Dec-13
32.9M
335697
1.02%
Jan-14
42.9M
402818
0.94%
Feb-14
39.1M
356882
0.91%
Mar-14
44.6M
413829
0.93%
From March 2013 to March 2014 visits to breastfeeding pages on nhs.uk have seen a 52% increase, with the percentage of NHS Choices traffic made up by visits to breastfeeding content in March 2014 being just under 1%.
In June 2013 visits passed the 300,000 mark where they remained for the rest of the year. During January 2014 visits increased to exceed 400,000, which coincided with a significant rise in overall NHS Choices traffic. March 2014 saw a new record set for both visits to NHS Choices and visits
to breastfeeding content, with peak breastfeeding visits of 413,829 being reached.
With most breastfeeding-related pages sitting in the pregnancy and baby area, it is not surprising that 81% of breastfeeding visits are to pages within the treatments and conditions area of the site, which includes the pregnancy and baby content area. Common health questions (CHQ) was
the other main area visited for breastfeeding content, with an 18% share.
The most visited breastfeeding-related page over the reporting period was the ‘your baby’s first solid foods’ which gives advice on when the wean your baby, with the most popular CHQ being ‘is it safe to use hair dye when I’m pregnant or breastfeeding?’. Over the reporting period there
were over 45,000 start of breastfeeding videos, with the ‘breastfeeding animation’ being the most popular.
.
NHS Choices Policy Report
Breastfeeding Dashboard Page 2
Breakdown of Visitor Traffic to Breastfeeding Related Content
0.8%
CHQ
0.0%
Livewell
0.0%
0.0%
0.0%
0.0%
Websites Receiving Traffic from Breastfeeding Search Terms
0.0%
Netmums
Mumsnet
Planner
17.7%
Services
0.0%
Tools
BBC News
0.0%
0.4%
Treatments and Conditions
0.2%
Breastfeeding Basics
YouTube Mobile
YouTube
Video
Care and Support
Nati onal Childbirth Trust
News and Others
www.breastfeedingnetwork.org.uk
BabyCentre UK
Campaign
NHS England
NHS Choices
80.9%
Change4Life
0%
5%
Audio
10%
15%
20%
% Of Traffic
Breakdown of Visitor Traffic to Breastfeeding Related Content by Month
Top Breastfeeding Search Terms
450K
breastfeeding pillow
400K
350K
alcohol and breastfeeding
300K
breastfeeding peer support
250K
breastfeeding positions
200K
stopping breastf eeding
150K
foods to avoid when breastfeeding
100K
how to stop breastfeeding
50K
breastfeeding network
0
Mar-13
Apr-13
CHQ
Tools
News and Others
Audio
May-13
Jun-13
Jul-13
Aug-13
Livewell
Treatments and Conditions
Campaign
Sep-13
Oct-13
Planner
Video
NHS England
Nov-13
Dec-13
Jan-14
Services
Care and Support
Change4Life
Feb-14
Mar-14
breastfeeding tips
breastfeeding
0%
10%
20%
30%
% of Searches
40%
50%
NHS Choices Policy Report
Breastfeeding Dashboard Page 3
Breastfeeding Search Terms Not Driving Traffic to NHS Choices
Change in Popular Search Terms Within the Breastfeeding Policy Area
breastfeeding helpline
how many calori es does breastfeeding burn
can you get pregnant wh ile breastfeeding
breastfeeding weight loss
breastfeeding contraception
foods to eat when breastfeeding
alcohol breastfeeding
breastfeeding diet
stopping breastf eeding
when to stop breastfeeding
breastfeeding rates uk
benefits of breastfeeding
breastfeeding lying d own
drinking while breastfeeding
getting pregnant while breastfeeding
breastfeeding problems
breastfeeding twins
breastfeeding older children
breastfeeding peer support
breastfeeding
losing weight while breastfeeding
breastfeeding positions
breastfeeding rates uk
getting pregnant while breastfeeding
breastfeeding peer support
how to stop breastfeeding
breastfeeding pillow
breastfeeding network
breastfeeding tips
stopping breastfeeding
4.0%
3.0%
2.0%
1.0%
0.0%
-1.0%
-2.0%
% 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.
0.0%
2.0%
4.0%
6.0%
% Of Searches
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.