What is the UK Public Searching for? A Correlation Analysis of Google Trends Search Terms and Cosmetic Surgery in the UK
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ORIGINAL ARTICLE
SPECIAL TOPICS
What is the UK Public Searching for? A Correlation Analysis of Google Trends Search Terms and Cosmetic Surgery in the UK Zoe Li1,2
•
George Filobbos1
Received: 23 May 2020 / Accepted: 5 August 2020 Ó Springer Science+Business Media, LLC, part of Springer Nature and International Society of Aesthetic Plastic Surgery 2020
Abstract Introduction Search engine optimisation (SEO) in plastic surgery practice is crucial for increasing web traffic. Knowing what patients are searching for online can help plastic surgeons understand public interest, enhance patient engagement, and improve service provision. This study analyses the correlation between Google Trends (GT) search activity and the number of cosmetic procedures carried out in the UK. Methods GT search term data were analysed for popularity of use and geographical variation in the UK. Pearson’s correlation coefficient was used to analyse GT data against the number of cosmetic surgery procedures undertaken in the UK in the corresponding year and with 1-year time lag. Results GT score was higher for most colloquial search terms, such as ‘‘tummy tuck’’ compared to ‘‘abdominoplasty’’ (GT score 59 vs 6), but ‘‘otoplasty’’ was higher than ‘‘ear correction’’ (GT score 55 vs 19). Geographical variation showed that London ranked first in proportional search term activity for ‘‘brow lift’’ and Birmingham for ‘‘tummy tuck’’. There was statistically significant positive correlation for three search terms and the number of corresponding surgeries undertaken. This increased to nine search terms when analysed with a 1-year time lag.
& Zoe Li [email protected] 1
Department of Plastic Surgery, University Hospitals Birmingham NHS Foundation Trust, Mindelsohn Way, Birmingham B15 2TH, UK
2
The Welsh Centre for Burns and Plastic Surgery, Morriston Hospital, Heol Maes Eglwys, Morriston, Cwmrhydyceirw, Swansea SA6 6NL, UK
Conclusion These results highlight the trends in online search activity in the UK and their correlation with cosmetic procedures. The higher number of significant correlations with 1-year time lag may reflect the patient’s decision-making journey to undergo cosmetic surgery. These results can be utilised for SEO, thus leading to a better-informed public and more robust practice building. Level of Evidence V This journal requires that authors assign a level of evidence to each article. For a full description of these Evidence-Based Medicine ratings, please refer to the Table of Contents or the online Instructions to Authors www.springer.com/00266. Keywords Plastic surgery Cosmetic surgery Search engine optimisation Google trends Search trends Web page design
Introduction Almost every visit to a plastic surgeon is preceded by an online search. Studies looking at patient behaviour found that over 70% of patients search for information on the internet prior to their first cosmetic surgery consultation [1–3]. The UK ranked third in the EU for internet use in 2018 [4]. Search term analytic data have been used extensively
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