25. A method, comprising: identifying, on a target digital page of a network accessible site, an occurrence of a key phase selected for providing contextually relevant content, the key phrase selected based at least in part on frequency of the key phrase on a peer group of digital pages associated with the target digital page and social media popularity of the key phrase, the peer group of digital pages of a plurality of network accessible sites; 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 social media popularity of the key phrase is determined by monitoring interaction, by users of a social media service, with a social media content item that is associated with the key phrase; 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 a panel on the target digital page in response to actuation of the user-selectable display element.
25. A method, comprising: identifying, on a target digital page of a network accessible site, an occurrence of a key phase selected for providing contextually relevant content, the key phrase selected based at least in part on frequency of the key phrase on a peer group of digital pages associated with the target digital page and social media popularity of the key phrase, the peer group of digital pages of a plurality of network accessible sites; 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 social media popularity of the key phrase is determined by monitoring interaction, by users of a social media service, with a social media content item that is associated with the key phrase; 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 a panel on the target digital page in response to actuation of the user-selectable display element. 33. The method of claim 25 , wherein the peer group includes a first digital page that links to or from the target digital page and a second digital page of a same domain as the target digital page.