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Hitwise Intelligence - Heather Dougherty - North America

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Searching for Healthy Snacks

July 09, 2009

Back to School has been a popular topic these days, so we have done some analysis around one of everyone’s favorite classes – lunch. We created a portfolio of 284 search terms related to kids healthy eating (e.g. lunches, treats and snacks) to monitor the demand around content and products for kid healthy eating. The most commonly searched query was ‘healthy snacks’ over the past 12 weeks. But the searchers are not always finding what they were looking for. Searches on ‘healthy snacks’ had a success rate of 67.88%, the percentage of searches that resulted in a user visiting a website. This suggests that there are still opportunities to capture those potential visitors through better content and results with via improved optimization or revised paid search copy. The 2nd ranked search term ‘healthy snacks for kids’ achieved a higher success rate, likely due to the addition of ‘kids’ to help better qualify the results. There are also opportunities with longer queries such as ‘fun healthy snacks for kids’, which had one of the lowest success rates, but clearly has demand.

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Many of the searches are landing somewhere and the top websites to receive traffic from the Kids Healthy Eating portfolio was KidsHealth, dietblog and Self Magazine. When looking at the top ten websites that received traffic from the portfolio, only one, The Alliance for a Healthier Generation, was employing paid search to attract traffic. When looking at the entire list of websites to receive any traffic, paid or organic, there was a surprising lack of brands and food manufacturers – could be a missed opportunity to suggest healthy lunch & snack items.

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