Perbinder Grewal*, Queen Alexandra Hospital, Portsmouth, United Kingdom Track: Research Presentation Topic: Web 2.0-based medical education and learning Presentation Type: Poster presentation Submission Type: Single Presentation Last modified: 2013-09-25

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Introduction: Internet information on surgical diseases and operations is difficult for patients to read, is full of jargon and not aimed at the lay public. We have embarked on designing surgical websites for patients, which are easily readable and contain evidence based information. This will aid the patient in making informed decisions regarding their operations.
Aim: To assess how common general surgical conditions and operations are searched on Google and the keywords searched.
Methods: Google keyword search tool and Google Trends were used. The results were recorded for the month of February 2013 for the UK and Globally. The trends were recorded since 2004.
Results:
Abdominal aortic aneurysm: Common keywords used – “what is aortic aneurysm” (22,200 UK, 165,000 Global searches); “what is an aneurysm in the aorta” (14,800 UK, 135,000 Global searches); “abdominal aortic aneurysm” (9,900 UK, 74,000 Global searches). The trends for “what is aortic aneurysm” have increased from 107,000 in 2007 with 4 large peaks in October 2009, March 2011, May and October 2012. The trends for “abdominal aortic aneurysm” remained steady since 2004 with troughs and peaks every few months. The highest peak (130,000) was in May 2004 after a recommendation on AAA screening.
Breast Cancer: Common keywords used – “breast cancer” (301,000 UK and 2.7 million Global searches); “breast carcinoma” (74,000 UK, 823,000 Global searches); “cancer breast symptoms” (18,100 UK, 165,000 Global searches). The trends for “breast cancer” has steadily declined from 4 million Global searches in 2004. There have been large peaks up to 10 million searches in Sept-Dec every year, which coincides with breast cancer awareness month held in the USA and breast cancer day held in the UK in October annually.
Colon Cancer: Common keywords used – “colon cancer” (135,000 UK, 1.2 million Global searches); “colorectal cancer” (135,000 UK, 823,000 Global searches); “colorectal carcinoma” (33,100 UK, 450,000 Global searches). The trends for “colon cancer” has been steadily declining from 2 million in 2004.
Gallbladder surgery: Common keywords used – “what is a gallbladder” (110,000 UK, 1.2 million Global searches); “removal of gallbladder” (22,200 UK, 165,000 Global searches); “gallbladder surgery” (6,600 UK, 110,000 Global searches). The trends for “what is a gallbladder” has increased dramatically from 200,000 in 2004. The trends for “removal of gallbladder” has also increased dramatically from 66000 in 2004 to a peak of 190,000 in February/March 2012.
Hernia surgery: Common keywords used – “what is a hernia” (201,000 UK, 3.35 million Global); “what is an inguinal hernia” (22,200 UK, 368,000 Global searches); “repair of hernia” (22,200 UK, 368,000 Global searches).The trends for “what is a hernia” increased steadily from 1.5 million in February 2004 to 2.75 million in November 2005. There was a dramatic fall to 900,000 in August 2007, followed by a steady rise.

Discussion: The results showed a large number of searches with keywords that are different to ones used by clinicians. Searches for websites currently available were re-adjusted using the new keywords. These websites were assessed for readability and quality to provide us with a benchmark for the production of our patient information websites. The keywords also allow us to adjust the search engine keyword optimisation for when the websites are launched to allow prime position within search engines.

Conclusion: There is a large number of searches per month on health-related issues. The keywords searched by patients may be very different to those used in medical research. The trends have found an interesting difference in each condition/operation.