When the user's attention is proactively guided to a focused set of relevant items -- items that are either within or meaningfully related to a given result set -- both the user and the organization can benefit. "Relevant" items are understood to be of high value or interest based on the user's context (e.g., his profile, history, current search and navigation context, etc.).

Promoting and calling attention to items within a result set can help users rapidly sift through results to see key items and avoid overlooking important results. Promoting and calling attention to related items or information that are not part of a result set but are meaningfully related to the set in some way -- in other words, inviting the user to "see also" --  can facilitate valuable serendipitous discovery.