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Bruno Giussani is a writer, the European Director of the TED Conferences, the Special Project Editor at Swiss news magazine L'Hebdo, and a frequent public speaker.

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BUILDING LINKS It has well been established that having or not having link popularity is vital to the existence of any website. So how do we find the ways and means of establishing this. Building links can be time consuming, frustrating and sometime with little or no results but it is unavoidable if we wish to establish pageranks we must build links. Many may ask what is link popularity and why the fuss? Link popularity is a measure of the quantity and quality of other web sites that link to a specific site on the World Wide Web. It is an example of the move by search engines towards off-the-page-criteria to determine quality content. In theory, off-the-page-criteria adds the aspect of impartiality to search engine rankings(wikipedia.org) Please note that quality of the websites linking to you overides the quantity, thus it is better to have a few quality sites linking to your site versus a few hundred spammy sites or link farms. There is no easy to quickly and easily build links, the use of link farms is frowned upon by many search engines and will only succeed in getting your site banned or penalized. Best quality links with be from high ranking pages and those that have some relation to your own site.

MediaGuardian reports on the BBC's foray into the world of Web 2.0 - blogs, podcasts, bookmark sharing et al.: "The BBC today unveiled radical plans to rebuild its website around user-generated content, including blogs and home videos, with the aim of creating a public service version of MySpace.com."

This explosion of new Web sites -- a phenomenon often dubbed "Web 2.0" -- is great for all kinds of Internet users. But how long can this new crop of startups survive without charging for their products? The answer, in some cases, may be not long. Simply put, many of these outfits, much like their dot-com predecessors in the late 1990s, don't have business models. The most common revenue source in the Web 2.0 world is contextual advertising -- but, as some analysts point out, the nickels and dimes earned when visitors click on ads provided by the likes of Google's AdWords barely bring in enough to cover the costs of Web server hardware. Consequently, some industry watchers believe that a shakeout is likely within the next 12 to 24 months.

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