Raising the impact of e-resources:

hurriedtinkleAI and Robotics

Nov 15, 2013 (3 years and 8 months ago)

54 views

Raising the impact of e
-
resources:

Discoverability

Graham Grant

Head of Library Sales, Middle East, Africa & Asia

Oxford University Press



Access
Dunia

Online Conference

Malaysia Chapter

30
th

October, 2013

Why discoverability
m
atters

Raising the Impact of e
-
Resources: Discoverability. Graham Grant

2

To publishers and librarians


Traffic and
use are the lifeblood of digital
scholarship


Use
of subscriptions
shows the value of the content


Discovery reveals
interest and demand for new content


Customer and user behaviour is changing


If you can’t find it, you won’t use it


Searching for topic, not book


80
% of traffic to Oxford Journals is direct to article


Many search systems, rapid evolution


Web, discipline, library,
vendors … social, semantic web …


Competition for attention


but all rely on data


Discovery

3

Starting
a research project can be like being a visitor in a
strange land…


Solving the Challenge

Conducting scholarly research

Yesterday: Print


Consulting the card catalog


Print bibliographies in the stacks


Related Works lists in Monographs and
reference sets

Today: Online



Google searches


Digitized print resources


Scholars’ webpages with reading lists


Consulting a list of online library resources

Although research has moved online, the tools haven’t evolved.


Increasing discoverability of OUP content

5

Progress to date


F
ree content

outside the
paywall

for some products


Abstracts, keywords:
Oxford Journals,

Oxford Scholarship


MARC program
improved and expanded


Linking
: some in place, mainly in close
neighbourhood


Some editorial
linking between
products


Some partnerships
with other publishers and institutions


New mobile sites
for Oxford
Journals and future products


Search engine optimization
at
centre

of product
evolution


Library discovery services
: developing new partnerships

Raising the Impact of e
-
Resources: Discoverability. Graham Grant

More
full
text

Full
text

with
links

Free content/
Abstract

Pay
-
per
-
view

Find in my
library

Ebook / app /
print referral

Opt
-
in services

Alerts, email,
bookmarks,
citations, …

Other
access

Discovery

Link or listing

Open web search

General search, Gbooks,
vendor (Amazon, iTunes,
licensee), licensed service
(Ask, Answers, …)

WHERE
DISCOVERY
HAPPENS

Research hubs

PubMed, SSRN,
RepEc, aggregator
and A&I services

Library services

OPACs, discovery
services, library
vendor systems,
federated search

Content links

Open web (Wikipedia,
NYT, …), citations in
other works, OUP
‘related content’, …

Opt
-
in services

My account, alerts,
email lists, own
bookmarks, saved
searches, articles,
citations

Viral awareness

News sites, blogs, social
bookmarks, …

OUP web features

OUP sites: rich media,
content stories;

OUP catalogue, …

Authentication

Recorded

use

Content linking

Further discoverability

Discoverability methods and standards



Metadata (etc.)

SEO

6

What is the Oxford Index?


A standardized description
of every
item

of content,

in one place


External search partners


An Oxford interface


Landing pages: quick pathways to full text


Web
-
searchable; and cross
-
searchable


A way to
create links and relationships
across
content


Meaningful links add value and traffic


Overview pages for quick view of topic


Links embedded in products


A
free service



integrated with existing products

Mid
-
2011
to 2012

Nov
-
2011
evolving

Sep
-
2012

e
volving

Free discovery from Oxford University Press

7

Raising the Impact of e
-
Resources: Discoverability. Graham Grant

XML enhancement



Isis CMS

DNB

CMS

Pubman

CMS

Product
website

Publication
r
epository

Product
website

V:/

Product
website

Star

(UK)

Onix

Data

Product
website

Product
website

Oxford Index

Content + Product

Metadata

Metadata for

p
roducts
included on
Oxford Index

Publication platform

Metadata
for
all

OUP
Content

Content +
product

m
etadata

Library
Services,
Aggregators

Metadata
for
products
requested by
LS



Transformation layer

Metadata
Hub

Full Text

Link generation

Edits OI specific metadata/

linking data

Metadata

Text mining apps

(e.g.
Temis
)

Questions and answers

9

What does this mean for …


Search rankings and usage?


No change to existing SEO or rankings


OI is supplemental route to primary full
-
text content


OI gives Google a super
-
sitemap across OUP content


Highly
-
trusted network reinforces destination full
-
text sites


Aim is additional traffic, monitored and reported



Raising the Impact of e
-
Resources: Discoverability. Graham Grant

Library integration

10

What does this mean for …


Library visibility?


Bring in users from general web search


OI can interact directly with library search


OI identifies library’s provision of full content


Highlights the benefits of library services


Visibility through other library, A&I, research services?


OI metadata routinely supplied to library systems


EBSCO EDS,
Summon, Primo
Central, Encore, others …


Wider, more regular supply, and better managed data



Raising the Impact of e
-
Resources: Discoverability. Graham Grant

In
-
product metadata
and links

THE HUB

Metadata for every item

All our links

Overviews

Linking work

OI web view: land,
cross
-
search

External search partners

Summon

Primo

EBSCO
EDS

Other
partners …


Oxford

Index

A free discovery tool that enables search across Oxford’s academic resources

from journal articles to monographs and more

with a single click


Navigation System

Oxford’s Experiment

15 Products Indexed

Improves Discoverability

Google
-
crawled

2.5 Million Items of Content

A Service in Beta

No Research Dead
-
Ends

The OI
Underbar

=

Increased Connectivity

Digital Card Catalog

Free Search Portal

Springboard to Answers

Intuitive Metadata Hub

Thousands of Trusted
Overview Pages
(Take that, Wikipedia)

Raising the impact of e
-
resources


First
-
time Oxford’s diverse online publishing is accessible
from one place


Easily link between relevant sites and content




“Underbar”
now available on nearly 20 OUP sites



More discoverable from search engines


Directly links to the library catalogue for onward use


One key site to promote to get users into the paid content:


http://oxfordindex.oup.com





Raising the Impact of e
-
Resources: Discoverability. Graham Grant

Benefits


Traffic

… sustaining and widening use


Consistent methods



for users and systems


See across all forms of Oxford publishing


Consistent cross
-
product navigation


Piloting new access methods, business methods, interfaces


Common data fields for indexing and distribution


Evolving grid of options to connect content


Oxford Index taxonomy


Connection to external standards


Driven by user and market needs


14

Raising the Impact of e
-
Resources: Discoverability. Graham Grant

Lessons learned


Everything in one place …


Pilot project: cross
-
divisional development


Data


User interface, user journeys


Taxonomy


Access control


Linking


Experimenting, learning: a ‘virtual platform


15

Raising the Impact of e
-
Resources: Discoverability. Graham Grant

How are we doing?

16

One year in … Jan
-
13
vs

Jan
-
12


Reasons to be cautious …


Reasons to be cheerful:


Total visits up
44%


Like
-
for
-
like:


12 months data


Excluding Oxford Journals, free Oxford Dictionaries, OED


Total visits, like
-
for
-
like: up
53%


Visits from Google, like
-
for
-
like: up
243%


Google as % of total (like
-
for
-
like): from 12% to
28%

Raising the Impact of e
-
Resources: Discoverability. Graham Grant

Journals Usage:
2012 v 2013,

South & South East Asia


14.23% YTD average increase in journal usage


Highest monthly percentage increase
-

31% in April

7%

7%

14%

31%

11%

14%

-100.00%
-80.00%
-60.00%
-40.00%
-20.00%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
2012 - # Visits
2013 - # Visits
Online Product Usage: 2012 v 2013,
Malaysia and Singapore


Online product usage
has increased by
a
whopping
59% in
2013 over 2012.


OSO usage has
increased 57%


UPSO usage has
increased by 26%

0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
OSO
UPSO
Total Online
Resources
2012
2013
Online Product Page Views: 2012 v 2013,
Malaysia and Singapore


Online product page
views have increased
by 39% in 2013 over
2012.


OSO page views
increased by 33%


UPSO page views
increased by 27%

0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
OSO
UPSO
Total Online
Resources
2012
2013
Oxford Index: Year on Year Visits

Singapore

177% Increase

0
100
200
300
400
500
600
700
800
2012
2013
230 % Increase

0
200
400
600
800
1000
1200
1400
2012
2013
Oxford Index: Year on Year Visits

Malaysia

Discoverability

Trends and predictions


Differences between journal, book, and reference content
defined by role/task
within the research journey


Sites
that can qualify general users will become a
larger focal
point of discoverability
activity (e.g. Google Books)


Shift from focus on entrance
-
point to linking: related content,
related services


Scholarly/research communities play
bigger role in
academic
discoverability

22

Raising the Impact of e
-
Resources: Discoverability. Graham Grant

Presentation name
Presenter Name and Date

23


Filters and search terms
are clearly displayed and
easily adjusted

Results display key
bibliographic information
and a preview of content,
in addition to links directly
to the full text

Browse Results

Presentation name
Presenter Name and Date

24


Multiple links effortlessly drive
authenticated users directly

into full
-
text content.

Key bibliographic
information, including
abstracts and keywords, is
provided

for each item of content.

Index Card: Journal Article

Presentation name
Presenter Name and Date

25


Oxford Index
Underbar!

Integrated into OUP online resources


Offers unrivaled
linking across sites
and recommendations
for related content

Follow links directly to an
item’s index card

Oxford Index

Additional Functionality Coming Soon




Future Enhancements


Mobile optimization

API

Making underbar more visible/alternative options for displaying related links

Relevancy of underbar links improving (continuous process)

Consistently adding content from new launched resources






BETA NOW AVAILABLE

Raising the Impact of e
-
Resources: Discoverability. Graham Grant

THE OI SEARCHES:



American
National Biography
Online

British
Academy Publications
Online

Oxford Art Online

Oxford Biblical Studies Online

Oxford Bibliographies

Oxford Dictionary of National
Biography

Oxford Handbooks Online

Oxford Islamic Studies
Online

Oxford Journals [1996
-
present]





Oxford
Medicine Online

Oxford Music Online

Oxford Scholarship Online

Oxford Reference

University Press Scholarship
Online

Who’s Who and Who Was
Who


The
OI
Underbar

is on all of the
above products, in addition to
Encyclopedia of Social Work
. It
is added to each new product

at
launch

Guided Tour

Underbar Guide

Video

Oxford Index

Videos and How
-
To Guides


Teaser

Full Length Promo

Prezi

Presentation





Self
-
Controlled
Guided Tour

Questions?

29