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Squidoo.com, LLC.
Type Search Engine
Industry Internet
Founded 2005
Headquarters Hastings on Hudson, NY, USA
Key people Seth Godin, Founder;
Megan Casey, Cofounding member, Editor in Chief;
Gil Hildebrand, Jr., Cofounding member, Chief Engineer;
Corey Brown, Cofounding member, COO
Employees 14
Website squidoo.com

Squidoo is a community website platform that allows users to create pages (called lenses) for subjects which interest them, and to use those pages to sell products for profit or charitable donation. The site reportedly had 1.5 million "hand-built lenses" as of October 2010.


Development on Squidoo started in 2005, launching a beta testing period in October of that year.[1] The launch team consisted of Seth Godin, his book editor Megan Casey, former Fast Company employee Heath Row, Corey Brown, and Gil Hildebrand, Jr. The first version of the website (1.0 version) was developed by Viget Labs.[2] The site came out of beta testing two months later and reached 100,000 lenses within the first six months.

Site structure[edit]

Squidoo is a user-generated website which uses the concept of a "lens" as its primary feature. In his ebook "Everyone's an Expert," Godin describes a lens as "[focusing] light and [showing] us what we need to see." The site also allows content creators to earn revenue from referral links to sites like Amazon.com and Ebay.

The users who create lenses are called "lensmasters". A lensmaster can be anyone with an interest in a specific subject; they do not necessarily have to be externally recognized experts. In Squidoo's early stages, Godin noted that Martha Stewart and Jane Goodall's lenses did not receive large amounts of traffic, whereas lenses on MySpace and the online game Line Rider were among the site's most successful.[3] Squidoo contains lenses on 35 different topics, including Food & Cooking, Green Living, About Me and Business.

Squidoo is notable in that it allows users to create multimedia pages without learning HTML.[3] These pages often achieve built-in popularity due to their association with thousands of other Squidoo pages.

The site introduced the use of 'SquidMonsters', along with SquidTrophies and an experience points system.

The site also employs a unique revenue share: 50% of all revenue goes to the lensmasters. Squidoo and its lenses rely on advertising and affiliate links to create revenue.[4]


Since its debut, Squidoo has been profiled in CNN, The New York Times, MSNBC, and The Washington Post.[4][5][6] The site was given top prize in SXSW's community/wiki category.[7] Squidoo has challenged established information websites like About and eHow for traffic, while staying very close in unique visitors to newer models like Mahalo and HubPages.[5]


  1. ^ The next free ebook (Squidoo!) Seth Godin's blog. October 7, 2005.
  2. ^ http://sethgodin.typepad.com/seths_blog/2007/02/how_to_succeed_.html
  3. ^ a b Interview of Seth Godin on Squidoo Stone Temple Consulting. June 20, 2007.
  4. ^ a b Squidoo.com Washington Post. January 8, 2006.
  5. ^ a b A Home Where Bloggers Can Plumb Those Obscure Passions The New York Times. April 10, 2006.
  6. ^ Tahmincioglu, Eve Beware of social networking overload MSNBC. July 21, 2008.
  7. ^ Squidoo Honored at 10th SXSW Interactive Web Awards on Vigit Labs. March 14, 2007