Raising the impact of e-resources:

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 30th October, 2013

2. Why discoverability matters 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 Raising the Impact of e-Resources: Discoverability. Graham Grant

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

4. Solving the ChallengeConducting 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 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. Pay-per-view Find in my library Ebook / app / print referral Free content/ Abstract Full text with links More full text WHERE DISCOVERY HAPPENS Discoverability methods and standards Other access Open web search General search, Gbooks, vendor (Amazon, iTunes, licensee), licensed service (Ask, Answers, …) SEO Opt-in services Alerts, email, bookmarks, citations, … Library services OPACs, discovery services, library vendor systems, federated search Research hubs PubMed, SSRN, RepEc, aggregator and A&I services Discovery Link or listing Content links Open web (Wikipedia, NYT, …), citations in other works, OUP ‘related content’, … Metadata (etc.) Authentication Opt-in services My account, alerts, email lists, own bookmarks, saved searches, articles, citations Recorded use Content linking Viral awareness News sites, blogs, social bookmarks, … OUP web features OUP sites: rich media, content stories;OUP catalogue, … Further discoverability

7. What is the Oxford Index? Free discovery from Oxford University Press Mid-2011 to 2012 Nov-2011 evolving Sep-2012 evolving • 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 Raising the Impact of e-Resources: Discoverability. Graham Grant

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

9. Questions and answers 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 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. Summon Primo EBSCO EDS Other partners … External search partners THE HUB Metadata for every item All our links Overviews OI web view: land, cross-search In-product metadata and links Linking work

12. OxfordIndex Navigation System A Service in Beta Free Search Portal Oxford’s Experiment Improves Discoverability Digital Card Catalog Google-crawled 15 Products Indexed Intuitive Metadata Hub Springboard to Answers No Research Dead-Ends 2.5 Million Items of Content The OI Underbar =Increased Connectivity Thousands of Trusted Overview Pages (Take that, Wikipedia) A free discovery tool that enables search across Oxford’s academic resources—from journal articles to monographs and more—with a single click

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

16. How are we doing? 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 VisitsSingapore 177% Increase

21. Oxford Index: Year on Year VisitsMalaysia 230 % Increase

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

23. Browse Results 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 Presentation name Presenter Name and Date

24. Index Card: Journal Article 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. 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 Presentation name Presenter Name and Date

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

27. Oxford Medicine Online Oxford Music Online Oxford Scholarship Online Oxford Reference University Press Scholarship Online Who’s Who and Who Was Who The OI Underbaris on all of the above products, in addition to Encyclopedia of Social Work. It is added to each new productat launch Guided Tour Underbar Guide Video 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]

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

29. Questions?