Modern internet search analytics and thyroidectomy: What are patients asking?

Abstract

Abstract Objectives Thyroidectomy is among the most commonly performed head and neck surgeries, however, limited existing information is available on topics of interest and concern to patients. Study Design Observational. Setting Online. Methods A search engine optimization tool was utilized to extract metadata on Google‐suggested questions that “People Also Ask” (PAA) pertaining to “thyroidectomy” and “thyroid surgery.” These questions were categorized by Rothwell criteria and topics of interest. The Journal of the American Medical Association (JAMA) benchmark criteria enabled quality assessment. Results A total of 250 PAA questions were analyzed. Future‐oriented PAA questions describing what to expect during and after the surgery on topics such as postoperative management, risks or complications of surgery, and technical details were significantly less popular among the “thyroid surgery” group (P < 0.001, P = 0.005, and P < 0.001, respectively). PAA questions about scarring and hypocalcemia were nearly threefold more popular than those related to pain (335 and 319 vs. 113 combined search engine response page count, respectively). The overall JAMA quality score remained low (2.50 ± 1.07), despite an increasing number of patients searching for “thyroidectomy” (r(77) = 0.30, P = 0.007). Conclusions Patients searching for the nonspecific term “thyroid surgery” received a curated collection of PAA questions that were significantly less likely to educate them on what to expect during and after surgery, as compared to patients with higher health literacy who search with the term “thyroidectomy.” This suggests that the content of PAA questions differs based on the presumed health literacy of the internet user.

Keywords

• information quality
• online health education
• search analytics
• thyroid surgery
• thyroidectomy