Google Search Analysis: What Do People Want to Know About Rhinoplasty and Where Do They Find the Answers?

Overview

Google's People Also Ask feature uses machine learning to display questions frequently associated with a search term, along with websites answering them. The study aimed to identify the most common questions asked about rhinoplasty online and the sources used to answer them. Questions were extracted for the terms rhinoplasty, nose surgery and nose job, then categorized by topic, and the websites were categorized by type and scored for quality.

Sections of note

• Analysis of 102 People Also Ask questions and their associated websites.
• Questions were categorized into topics, and websites assessed for quality using JAMA benchmark criteria.
• A search engine optimization tool determined search volume for individual questions and topics.
• Forty six percent of searches concerned preoperative factors.
• Cost accounted for 35.7 percent.
• Recovery timeline accounted for 7.3 percent.
• Sources answering the questions were single surgeon personal websites in 39.3 percent of cases.
• Medical practice websites accounted for a further 20.6 percent.
• The authors suggest surgeons emphasize these topics on their own websites.

What it means for a patient

• Cost is the second most searched topic, ahead of recovery and well ahead of results.
• Nearly 60 percent of the answers come from surgeons' own or their practice websites, which are marketing as well as information.
• The study measured what Google surfaces, which reflects its algorithm rather than a direct survey of patients.
• Website quality was scored but the scores are not reported in the abstract.

Why this paper matters

Patients form expectations before they ever reach a consultation, largely from search results. This study maps what they look for and who supplies the answers. It does not assess whether those answers are accurate or balanced.

Terms

• People Also Ask: a Google feature listing related questions alongside search results.
• JAMA benchmark criteria: a set of standards for judging the quality of health information websites.
• Search engine optimization tool: software measuring search volume and ranking factors.
• Preoperative factors: matters relating to the period before surgery, such as candidacy and preparation.
• Search volume: how many times a term is searched in a given period.