In certain embodiments, reference identifiers may be generated and embedded into a website's content. A request for a reference identifier to be embedded into first content on a first website may be obtained based on a user accessing the first website. Based on the request, interaction data related to the first website may be retrieved indicating that a prior user interacted with text on the first website and subsequently accessed a second website. A reference identifier related to the second website may be caused to be embedded into the text on the first website based on: (i) the second website comprising second content related to the text, (ii) the prior user interacting with the text on the first website, and (iii) the prior user accessing the second website after interacting with the first content on the first website.