Websites offering coupons to shoppers are looking to expand their offerings and make them more easily findable and more relevant to web surfers, according to the New York Times.

Online coupon sites such as Coupons.com and CoolSavings.com have existed for a while, but the people behind them are looking at ways that their coupons can be made more accessible. The goal is to move them off the existing sites devoted solely to them and put them in front of consumers on sites relevant to the products coupons are available for.

One example that's given is a recipe site that would offer coupons for items needed for the recipe. Putting coupons where consumers are, as opposed to making those consumers seek them out seperately, could increase their use in much the same way that contextual searches have made search ads more relevant.

Online coupon sites have seen slow growth in recent years and the use of those coupons remains low compared with those inserted in newspapers. Despite that, more retailers are seeking ways to integrate them into their e-commerce efforts.