A few weeks ago I ran a search that took me to a page on Squidoo.
com.
I noticed they used the term 'lens' instead of page.
Next I saw a blog post about Squidoo.
Hmm...
I wondered, what is Squidoo and what's the deal with the 'lens' thing? A quick check of Squidoo's FAQ page, explains:

A lens is one person's view on a topic that matters to her.
It's an easy-to-build, single web page that can point to blogs, favorite links, RSS feeds, Flickr photos, Google maps, eBay auctions, CafePress designs, Amazon books or music, and more.
Then, when someone is looking for recommended information, fast, your lens gets him started and sends him off in the right direction.

Still confused I went to SquidLens:The Official Lens of Squidoo and I read the Everyone Is An Expert document.
I read that when you research a topic on the internet, you poke around and try to make sense of it.
A lens is meant to represent your view of the topic once you've made sense of it.
The idea is that by presenting what you've learned as a lens, you'll help the next person who needs information on the topic.
Everyone is an expert about something, right? I started looking at some of the lenses.
Okay, there were some junky lenses.
But there were also a lot of very cool ones.
And lots of places for interaction.
Rate the lens.
Sign the guestbook.
Take a poll, etc.
I read that Squidoo could be addictive.
Even with the addiction warning (Or was it because of it?), I logged in and created Random Dog Tips for Random Dogs, my very first lens.
I love Squidoo and here is why:

1. It's about content.
   Yes, some people create lenses that are just lists of links OR an advertisement.
   But those lenses are just background white noise.
   They don't get the attention.
   Squidoo rewards good writing.
   
2. It's so easy to create a lens (page) with a nice mix of content -- a poll question, list of Amazon goodies, 3 or 4 text passages (I think of them as mini-essays or tips), a guestbook, maybe a video.
   I have to say, no offense to Typepad, that I like the Squidoo interface better than any blogging or webpage creation software I've found.
   
3. The ranking appeals to the competitve jerk that lives inside me.
   Upon creating a lens, expect to be ranked about 100,000+ (if you do it anytime soon).
   If you use your common sense and their tips and join a few groups, sign a few other guestbooks, and participate in the community, you'll move up fast.
   After 2 days, Random Dog Tips for Random Dogs was number 1654.
   I think it peaked around number 500, then settled back into a solid 4-digit ranking.
   However if readers of this article all go pay it a visit, well the sky is the limit.
   
4. Squidoo is set up to make it easy to donate a portion (or all) of any money earned by your lens, to charity.
   
5. Squidoo does well with the search engines.
   It's possible (certainly not a guarantee) that you might become visible faster by creating a lens, than by creating a website.
   Squidoo brings, if not instant gratification, certainly a chance to stand out quickly.
   So check it out.
   Don't be shy.
   Create a lens.
   Then stop in at my two lenses and sign my guestbook and brag about what you've created.
   I promise I'll respond and together we'll ride this rising Internet wave.