Educating the public – AAD online
Two years strong, AAD.org/public remains a prime, credible source for the public
Two years after relaunching AAD.org/public, we have seen trends in content popularity and adapted our content strategy to meet the needs of the public, particularly during the COVID-19 pandemic.
Resources and public content on itchy skin remain popular on AAD.org/public. In fact “10 reasons your skin itches uncontrollably and how to get relief,” had more than 1.8 million pageviews in 2021 by early August, and 91% of the traffic came directly from an organic Google search.
Second only to itchy skin relief, this year the Academy’s public content on “COVID toes, rashes: How the coronavirus can affect your skin” had more than 1.25 million pageviews by early August. A total of 89% of traffic to the article came directly from organic Google searches.
Take a look at the top 10 dermatologic conditions that were most viewed on AAD.org/public in 2021 so far:
Relieve uncontrollably itchy skin
COVID toes, rashes
Relieve scalp itch
Treat sunburn
Warning signs of diabetes on the skin
Facial redness
Relieve groin itch
Heal dry, chapped lips
COVID-19 and hair loss
Relieve itchy skin
Having aligned our public content strategy to the current health care environment, our public content reaches people who may not have originally been seeking out information on dermatologic conditions, giving us extra opportunities to position you as the experts in all things dermatology.
Find a Dermatologist
While AAD.org/public remains the hub for the public to learn about dermatologic conditions, it’s also a preferred source to find out more about the unique expertise of board-certified dermatologists. Notably, the landing page hosting AAD’s “Find A Dermatologist” tool, which helps connect individuals from the public with a dermatologist in their area, had a total of 362,589 page views from April through early August of this year. More than a quarter of the traffic to this page came from organic searches from Google, Bing, or Yahoo!
