Mental Health Content Report
August 2014
Produced By The NHS Choices Reporting Team
CH.NHSChoices-Reporting@nhs.net
NHS Choices Policy Report
Mental Health Dashboard Page 1
Overall Choices Site Visits
Tag cloud showing mental health related searches
50.0M
40.6M
40.0M
30.0M
20.0M
30.0M
10.0M
0.0
Mental Health Page Visits
2,500,000
2,000,000
1,500,000
1,000,000
500,000
0
Overall Site Visits
Mental Health Page Visits
% of NHS Choices Traffic made up by Mental Health content
Aug-13
30.0M
1474623
4.91%
Sep-13
30.8M
1576076
5.13%
Oct-13
36.5M
1998487
5.48%
Nov-13
35.2M
2047018
5.82%
Dec-13
32.9M
1812698
5.50%
Jan-14
42.9M
2258985
5.27%
Feb-14
39.1M
2005169
5.12%
Mar-14
44.6M
2247098
5.04%
Apr-14
42.5M
2052467
4.83%
May-14
43.2M
2071838
4.80%
Jun-14
41.2M
1836806
4.46%
Jul-14
41.4M
1740959
4.20%
Aug-14
40.6M
2007482
4.95%
During August 2014 there were over 2 million visits to mental health related pages on NHS Choices – a 36% increase compared to the same month last year. Visits to mental health content accounted for 5% of all NHS Choices visits in August 2014.
The reporting period high for 2013 was seen during November, when visits passed the 2 million mark and saw the percentage of NHS Choices traffic made up by mental health visits reach 5.82%, the highest percentage recorded for the whole reporting period. After visits saw a dramatic
increase in January 2014, when the they rose 25% from the previous month, they remained above the 2 million mark, only briefly falling below during June and July 2014. January 2014 was also the peak month of the reporting period, closely followed by March 2014.
Despite a decline in overall NHS Choices visits from July to August 2014, visits to mental health content actually rose 15% during the same period to reach 2,007,482. Whilst there was no one contributing factor for the rise, there were a number of significant rises to a few pages, for
example a 70% increase in visits to the 'live well mental health home' page, a 51% rise in visits to 'anorexia' pages and a 40% uplift in visits to the 'depression self-assessment' page, with starts of the tool seeing a 20% increase too.
The impact of adding additional search terms to the portfolio did not significantly impact which terms ranked highest, with the top 5 remaining identical. The only additional term to break into the top 10 was 'cbt', with 'cognitive behavioural therapy' and 'relationship counselling' the only
other additional terms to receive search clicks. For the 4 weeks finishing at the end of August 2014, NHS Choices received 33% of search clicks for 'cbt', 45% for 'cognitive behavioural therapy' but did not receive any search clicks for 'relationship counselling'. Of all of the additional
search terms, 'relationship counselling' was the only term to see a positive change in search clicks between July 2014 - August 2014. Whilst we may wish to investigate looking at gaining traffic from the term 'relationship counselling' in the future, it should be noted that within all mental
health search terms in the combined portfolio, the term only received 0.26% of search clicks. Perhaps unsurprisingly Relate was the website to receive the most search clicks from the term (74%).
NHS Choices Policy Report
Mental Health Dashboard Page 2
Breakdown of Visitor Traffic to Mental Health Related Content
CHQ
1.2% 0.4% 0.6%
0.0%
Livewell
0.0%
0.4%
0.9%
Breakdown of Visitor Traffic to Mental Health Related Content by Month
2.7%
0.0%
Planner
2.50M
22.0%
Services
2.0M
1.50M
Tools
Treatments and Conditions
1.0M
Video
Care and Support
0.3%
News and Others
Campaign
5.0%
66.4%
NHS England
500K
0
Aug-13
Sep-13
CHQ
Tools
News and Others
Audio
Change4Life
Audio
Websites Receiving Traffic From Mental Health Search Terms
Oct-13
Nov-13
Dec-13
Jan-14
Livewell
Treatments and Conditions
Campaign
Feb-14
Mar-14
Planner
Video
NHS England
Apr-14
May-14
Jun-14
Jul-14
Aug-14
Services
Care and Support
Change4Life
Mental Health Search Terms Not Driving Traffic to NHS Choices
relationship counselling
PsychCentral
dealing with depression
Patient UK
YouTube
teenage depression
www.bipolaruk.org.uk
mental health charities
depressiontest24.com
how to deal with depression
Mind
types of depression
Helpguide.org
how to help someone with depression
Wikipedia
mania
Facebook
low self esteem
NHS Choices
depression alliance
0%
10%
20%
30%
% Of Traffic
The above chart shows the top websites receiving traffic from mental health search terms (based on original portfolio), though it
should be noted the top 10 does not alter when based on the combined portfolio.
0.0%
0.2%
0.4%
0.6%
% Of Searches
0.8%
1.0%
1.2%
The above chart shows the top search terms (within the combined 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
Mental Health Dashboard Page 3
Top Mental Health Search Terms
Top Mental Health Search Terms Including Additional Terms
5%
10%
15%
stress
cognitive behavioural
therapy
cbt
20%
relationship counselling
0%
depression symptoms
anxiety
depression
borderline personality
disorder
bipolar
suicide
depression
suicide
schizophrenia
depression test
depression test
bipolar
depression symptoms
schizophrenia
stress
borderline personality disorder
anxiety
16.00%
14.00%
12.00%
10.00%
8.00%
6.00%
4.00%
2.00%
0.00%
signs of depression
% of Searches
The above chart shows the top 10 search terms based on the original mental health search term portfolio. The results of a
combined portfolio showing all original and 13 additional new terms can be seen right.
The above chart shows the top 10 search terms based on the original mental health search term portfolio, with 13 additional
terms included. The additional terms, exclusive to the new combined portfolio are shown in blue. Only 'CBT' made it into the top
10. 'Cognitive behavioural therapy 'and 'relationship counselling' ranked 21st and 43rd respectively. All other additional terms did
not rank. It should also be noted that percentage of searches for both 'depression' and 'anxiety' fell marginally when the
additional terms were included.
Change in Popular Search Terms Within The Mental Health Policy Area
(Additional Terms Only)
Change in Popular Search Terms Within The Mental Health Policy Area
schizophrenia
bipolar
cognitive behavioural therapy
borderline personality disorder
mental health act
panic attack
mental health support for young people
postnatal depression
mental health test
depressed
stress
depression self help groups
medication for depression
clinical depression
how to beat depression
mental health helplines
ty pes of depression
depression alliance
signs of depression
relationship counselling
depression test
depression symptoms
suicide
-8.00%
anxiety
-6.00%
-4.00%
-2.00%
0.00%
2.00%
4.00%
% Change
depression
-2.00%
0.00%
2.00%
4.00%
6.00%
% Change
The above chart shows the search terms within the original portfolio with the highest percentage 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 additional search terms with the highest percentage change of search term clicks (against the total
search term clicks in the additional portfolio only) between the two 4 week reporting periods. NB not all terms in the portfolio
received search clicks hence only 5 terms being displayed above.