Despite the tremendous penetration of the Web into a variety of markets, it has become increasingly clear that current Web structures are simply not well designed for customized information access. By creating CGI scripts, plug-ins, and gateways, and bolting all of it onto the Web in an ad hoc fashion, we have moved away from what could have been a carefully planned model for customized information access. If we implement changes now, before the current technology creates difficult-to-handle legacy structures, we might be able to make the Web a lot more useful. The author discusses the use of metatags, information customization and automated linking.