What is the UK Public Searching for? A Correlation Analysis of Google Trends Search Terms and Cosmetic Surgery in the UK

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.

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

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