Squidoo is a network of user-generated lenses—single pages that highlight one person's point of view, recommendations, or expertise. Lenses can be about anything, such as ideas, people or places, hobbies and sports, pets or products, philosophy, and politics. Lenses aren't primarily intended to hold content; more emphasis is placed on recommending and advice then pointing to content on the web. Annotation and organization and personalization delivers context and meaning.
Users who create lenses are called lensmasters. A lensmaster uses the tools available online to provide links, feeds, abstracts, and lists to users who are trying to make sense of a topic. For example, a single lens could point to Flickr photos, Google maps, blogs, eBay auctions, YouTube videos, and other links. Lensmasters are encouraged to promote personal agendas, expertise, causes, products, and opinions. Squidoo has a Top 100 list by topic, by rank, by group and for Giant lenses. There are about 22 different topics like Health & Medicine, Food & Cooking, Business and many more.
Squidoo splits its revenue with its "co-op" of lensmasters: 5% goes to charity, 50% goes to the lensmasters, and 45% goes to Squidoo. Nearly half of lensmasters donate their royalties to any of 65 featured charities, ranging from NPR and the American Heart Association to smaller organizations like Chimp Haven and Planet Gumbo.