Discoverability and Related Content Linking

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DISCOVERABILITY AND

RELATED CONTENT LINKING

PAM HARLEY VP, Product Strategy

AAP/PSP 3 February 2012

Washington, DC

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Related Content

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Benefits of Related Content Links

Counteract the “one and done” effect

• For people who arrive at our sites from Google and

PubMed, enticing them to click more links once they

have reached our sites, and to spend more time at

each visit, is key

Promote meaningfully related

items in the context of an

article/chapter to facilitate

serendipitous discovery

Serendipity

the accident of finding something

good or useful without looking for it

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Benefits of Related Content Links

Related content links increase use and

site “stickiness”

More use/stickiness

• more page views renewals $$$

• more page views more ad impressions $$$

• happy customers product advocates

new customers $$$

• supports our core mission:

Help patients / further science

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CASE EXAMPLES

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USMLE Easy MCGRAW-HILL

The Opportunity

Expand the learning experience of a test prep

site and expose soon-to-be docs to the next

product they’ll need

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“One of the main things we are taught is to be efficient. [With USMLE Easy] we don’t have to leave

the site to find what we need. The information is right here. It just makes it so much easier!”

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LWW Oncology WOLTERS KLUWER

The Opportunity

Transition a collection of textbooks perceived as

high value but “stale” and “out of date” into a

one-stop oncology portal that clinicians will visit

every day

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PsychiatryOnline AMERICAN PSYCHIATRIC PUBLISHING

The Opportunity

Upsell! Drive usage and subscriptions across

an entire portfolio of products

Convert books to journal-like revenue

continuity model (annual subscription)

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Journal of Bone & Joint Surgery

The Opportunity

Use the article as a launch pad to additional

relevant content

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BEHIND THE SCENES

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Silverchair Research Study

The Hypotheses

Related content links are used.

Links without an obvious semantic relationship to

the content being viewed are used less often.

From any given content view, users who are offered

semantic related content links access more content

than users who are not offered such links.

Ads that are semantically matched (to content or

user) have a higher click-through rate than non-

targeted ads.

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THANK YOU!

PAM HARLEY

VP, PRODUCT STRATEGY

pamh@silverchair.com