20. A method, comprising: identifying, on a target digital page of a network accessible site, an occurrence of a key phrase selected for providing contextually relevant content, the key phrase selected based at least in part on social media popularity of the key phrase and frequency of the key phrase on a peer group of digital pages associated with the target digital page; identifying said peer group of digital pages, at least in part, by identifying at least one of an outbound link from or an inbound link to the target digital page; wherein the peer group of digital pages includes at least one of a first digital page that links to or from the target digital page or a second digital page of a same domain as the target digital page; and transforming the occurrence of the key phrase into a user-selectable display element that is configured to initiate a display of the contextually relevant content in response to selection of the user-selectable display element.
22. The method of claim 20 , further comprising determining the social media popularity of the key phrase by monitoring interaction, by users of a social media service, with a social media content item that is associated with the key phrase.