• by Shankar Gupta , June 28, 2006

Search technology firm Findology today will release a product that maps the content on a publisher's site, and enables publishers to link keywords appearing within the content to search pages that provide extra information.

The product, dubbed Content Map, is aimed at increasing the amount of time users spend on publishers' sites. "We're basically just highlighting all the content they have on that keyword," said Findology CEO Jon Waterman. "This is one of the ways we're maintaining that site's stickiness. We're increasing the page views, because when they click on that keyword, they're going to a results page of all those listings within that publisher's site."

The service is monetized through sponsored links, which appear on the search results pages that come up when a reader clicks a keyword. For example, on the user forms of the site BoxOfficeMojo.com--Findology's soft launch partner--the title "Da Vinci Code" is hyperlinked to a search results page with all the posts relating to "The Da Vinci Code," as well as paid listings to buy a copy of "The Da Vinci Code" or enter a Norton Internet Security "Da Vinci Code" sweepstakes.

The paid listings are populated from Findology's own stable of bidded keyword advertisers.