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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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BASIC SEMANTIC USER PROFILE
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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BASIC SEMANTIC USER PROFILE
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BASIC SEMANTIC USER PROFILE
“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high value but “stale” and “out of date” into a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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BASIC SEMANTIC USER PROFILE
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BASIC SEMANTIC USER PROFILE
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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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BASIC SEMANTIC USER PROFILE
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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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BASIC SEMANTIC USER PROFILE
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BASIC SEMANTIC USER PROFILE
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BASIC SEMANTIC USER PROFILE
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BASIC SEMANTIC USER PROFILE
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BEHIND THE SCENES
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BASIC SEMANTIC USER PROFILE
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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