Good interface designs utilize screen space to expose what really matters: content. Users should be aware that content is not only text but includes photos, videos, maps, advertisements, games and so on. Organizing content is vital and similar content should always be grouped together on a single page and across the whole site. This is key to web portals that contain a lot of information.
Grouping of content works like supermarkets, where different brands of sodas are positioned next to each other and these are next to the water bottles which are not too far from the milk. On the web, content should be near images that relate to it and links and so on.
Studies from Bernard, Van Duyne, Landay and Hong showed that people expect to find related content next to global information. Product details, related items, similar products, articles and recommendations are examples of this. The related content area is usually located on the right column or below the global content, where it has more space and follows the natural reading order. On the other hand, the lower it is the less likely it is to be seen, since it may be below the fold and not everyone will go down searching for that information.