Discoverability and Related Content Linking

DISCOVERABILITY AND
RELATED CONTENT LINKING

PAM HARLEY
VP, Product Strategy

AAP/PSP  3 February 2012
Washington, DC

1 Copyright © 2012 SILVERCHAIR Information Systems

BASIC SEMANTIC USER PROFILE
Related Content


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 Serendipity
items in the context of an the accident of
article/chapter to facilitate finding something
serendipitous discovery good or useful
without looking for it


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


CASE EXAMPLES


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



“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!”


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high value but “stale” and “out of date” into a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


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)


Journal of Bone & Joint Surgery

The Opportunity
Use the article as a launch pad to additional
relevant content


BEHIND THE SCENES


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.

THANK YOU!

PAM HARLEY
VP, PRODUCT STRATEGY

pamh@silverchair.com


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