Early Years Content Report
July 2014
Produced By The NHS Choices Reporting Team
CH.NHSChoices-Reporting@nhs.net
NHS Choices Policy Report
Early Years Dashboard Page 1
Overall Choices Site Visits
Tag cloud showing early years related searches
50.0M
41.4M
40.0M
30.0M
31.0M
20.0M
10.0M
0.0
Early Years Page Visits
4000000
3500000
3000000
2500000
2000000
1500000
1000000
500000
0
Jul-13
Aug-13
Sep-13
Early Years Page Visits
Oct-13
Nov-13
Dec-13
Jan-14
Top 10 early years pages
Overall Site Visits
Early Years Page Visits
% of NHS Choices Traffic made up by Early Years content
Feb-14
Mar-14
Apr-14
May-14
Jun-14
Jul-14
All other early years pages excluding top 10 pages
Jul-13
31.0M
2162333
6.97%
Aug-13
30.0M
1704837
5.68%
Sep-13
30.8M
1795632
5.84%
Oct-13
36.5M
2419824
6.63%
Nov-13
35.2M
2385572
6.78%
Dec-13
32.9M
2275278
6.91%
Jan-14
42.9M
2563545
5.98%
Feb-14
39.1M
2604968
6.66%
Mar-14
44.6M
3388713
7.60%
Apr-14
42.5M
3063642
7.21%
May-14
43.2M
2796312
6.48%
Jun-14
41.2M
2433882
5.91%
Jul-14
41.4M
2225720
5.38%
Between July 2013 and July 2014 visits to early years pages have increased by 3%, with visits reaching over 2.2 million in July 2014 and visits to early years content accounting for 5% of all NHS Choices traffic during the month.
Visits began 2014 where then had ended 2013, above the 2 million mark, but it was during March and April 2014 when visits passed the 3 million mark, with a reporting period high of 3,388,713 being recorded in March 2014.
One of the major contributing factors to the 30% rise in early years visits between February and March 2014 was the dramatic rise in visits to scarlet fever pages. During March 2014 it was reported by Public Health England (PHE) that scarlet fever notifications were well beyond what they
would expect. As a result of the increased number of reported cases, visits to scarlet fever pages saw a 240% increase between February and March 2014, totalling close to 500,000 in March 2014 alone. Other pages to see significant rises between February and March 2014 included
chickenpox, slapped cheek syndrome and skin rashes which all saw a 29% uplift in traffic.
During July 2014 the most popular early years related search term was ‘potty training’ with 13% of searches. Despite this, the ‘potty problems and toilet training tips’ page ranked as the 17th most visited early years page on NHS Choices in July 2014 with 31,679 visits . Collective visits the
chickenpox pages were most popular, with the ‘chickenpox introduction’ page seeing 152,157 during July 2014.
NHS Choices Policy Report
Early Years Dashboard Page 2
Top 10 Early Years Pages July 2013 - July 2014
Breakdown of Visitor Traffic to Early Years Related Content
0.0%
Care and Support
News and Others
Campaign
NHS England
89.7%
Change4Life
Audio
Breakdown of Visitor Traffic to Early Years Related Content by Month
4.0M
3.50M
3.0M
2.50M
2.0M
1.50M
1.0M
500K
0
Jul-13
Aug-13
CHQ
Tools
News and Others
Audio
Sep-13
Oct-13
Nov-13
Dec-13
Livewell
Treatments and Conditions
Campaign
Jan-14
Feb-14
Planner
Video
NHS England
Mar-14
Apr-14
May-14
Services
Care and Support
Change4Life
Jun-14
Jul-14
Earache
Chickenpox
Video
Mumps
Treatments and Conditions
Treating a high
temperature in children
Tools
Croup
Services
Measles
5000000
4500000
4000000
3500000
3000000
2500000
2000000
1500000
1000000
500000
0
0.1%
1.1%
Slapped cheek
syndrome
1.3%
5.6%
Signs that labour has
begun
0.0%
Planner
Scarlet fever
0.0%
Livewell
0.0%
Hand, foot and mouth
disease
CHQ
0.0%
0.0%
2.1%
0.0%
NHS Choices Policy Report
Early Years Dashboard Page 3
Top Early Years Search Terms
Websites Receiving Traffic from Early Years Search Terms
Annabel Karmel
baby weaning
PottyTraini ng.co.uk
amber teething necklace
Pampers UK
weaning babies
Mumsnet
potty training tips
Facebook
baby teething
What to Expect
weaning
Netmums
teething symptoms
www.babyledweaning.com
teething
BabyCentre UK
baby l ed weaning
NHS Choices
potty training
0%
10%
20%
30%
0%
40%
5%
10%
15%
% of Searches
% Of Traffic
Change in Popular Search Terms Within the Early Years Policy Area
Early Years Search Terms Not Driving Traffic to NHS Choices
weaning babies
when do babies start teething
bottle feeding
baby led weaning first foods
teething signs
baby weaning
childhood illnesses
teething rash
first aid for children
when to start potty training
what is baby led weaning
baby teeth
weaning
baby l ed weaning recipes
amber teething necklace
weaning baby
potty training
baby teething
baby led weaning
teething symptoms
red book
breast and bottle feeding
wean
baby led weaning first foods
baby weaning recipes
weaning recipes
baby teeth
amber teething necklace
baby led weaning recipes
baby led weaning
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.
5.0%
4.0%
3.0%
2.0%
1.0%
0.0%
-1.0%
-2.0%
-3.0%
-4.0%
-5.0%
% Change
0.0%
5.0%
10.0%
15.0%
% 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.
NHS Choices Policy Report
Early Years Dashboard Page 4
Social Media Force
Socail Media Posts
The above chart shows the number of social media postings per day mentioning alcohol search terms (based on the terms in
portfolio) and helps to illustrate the 'force' of the 'conversation', showing the times where the topic was provoking the mos t posts.
The above image shows some of the social media posts on the 18th July 2014 which related to early years (based on the search
terms in the portfolio). The posts show how a story in the news about a cafe offering breastfeeding mothers a place to feed their
baby was a popular topic of 'conversation', contributing to the spike in social media postings shown on the social media force
Social Media Topics
NHS Organisation Social Media Posts
The above chart shows the main topics identified in social media posts relating to early years. Some of the most popular phrases
identified, such as 'offers breastfeeding mothers' can be linked to popular posts (see chart above right), which was discussi ng how
a cafe owener had offered breastfeeding mothers a place to feed their babies.
The above chart shows the NHS organisations being mentioned in early years related social media posts.