By the simple act of linking, which is, after all, the kernel of the Web, these sites deliver circularly circulating traffic to each other, and that traffic keeps them all afloat. But independent sites have nothing to lose from mutual support. And neither do small business sites. Since his mission is to find interesting sites for his readers' edification, it makes sense that Joe has built an informal alliance of some of the more intriguing sites highlighted at Coolstop. The network is called i2k.
Membership is voluntary, invitational, and limited.
Like a portal, i2k offers a directory to its member sites. Like a Web Ring, the network permits visitors to skip from one i2k site to another. On another level, for consumers, the i2k badge signals that a member site offers at least a reasonable caliber of content and design. It's a popular, much-respected site, and over the years it's built up a strong audience and a powerful brand identity. Extend it, of course.