1. 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

2. Why discoverability matters 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

3. Discovery 3 Starting a research project can be like being a visitor in a strange land…

4. 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.

5. Increasing discoverability of OUP content 5 Progress to date Free 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

6. 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

7. 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 evolving Free discovery from Oxford University Press 7 Raising the Impact of e-Resources: Discoverability. Graham Grant

8. XML enhancement Isis CMS DNB CMS Pubman CMS Product website Publication repository Product website Metadata Full Text Metadata Full Text V:/ Metadata Product website Full Text Star (UK) Onix Data Product website Oxford Index Content + Product Metadata Metadata for products included on Oxford Index Publication platform Metadata for all OUP Content Content + product metadata Library Services, Aggregators Metadata for products requested by LS Transformation layer Metadata Hub Full Text Link data Link generation Edits OI specific metadata/ linking data Metadata Text mining apps (e.g. Temis)

9. 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

10. 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

11. In-product metadata and links THE HUB Metadata for every item All our links Overviews 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 …

12. 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)Overview Pages

13. 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

14. 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

15. 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

16. 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

17. Journals Usage: 2012 v 2013, South & South East Asia 14.23% YTD average increase in journal usage Highest monthly percentage increase - 31% in April

18. 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%

19. 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%

20. Oxford Index: Year on Year Visits Singapore 177% Increase

21. 230 % Increase Oxford Index: Year on Year Visits Malaysia

22. 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

23. 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

24. Presentation name Presenter Name and Date 24 Multiple links effortlessly drive authenticated users directly into full-text content. 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. Key bibliographic information, including abstracts and keywords, is provided for each item of content. Index Card: Journal Article

25. Presentation name Presenter Name and Date 25 Oxford Index Underbar! Integrated into OUP online resources 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

26. 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 AVAILABLERaising the Impact of e-Resources: Discoverability. Graham Grant

27. 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

28. Oxford Index Videos and How-To Guides Teaser Full Length Promo Prezi Presentation  Self-Controlled Guided Tour

29. Questions? 29