Internet Gurus will know what it is, but many that are new to the internet an e-commerce will not.

What you have to do is:

Think of a topical piece of news, that concerns you and your readers.

They will return the link because they think it is interesting or funny what you have written.

This is one of the keys to getting listed higher in google or social networking sites.

Then link in all relevant parties who have been discussing this.

It could be a list of your favorite websites, or list of resources.

Then let people know that you are linking to them. Like this one to Owen