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Ontologies and reasoning are the key terms brought into focus by the semantic web community. Formal representation of ontologies in a common data model on the web can be taken as a foundation for adaptive web technologies as well. This chapter describes how ontologies shared on the semantic web provide conceptualization for the links which are a main vehicle to access information on the web. The subject domain ontologies serve as constraints for generating only those links which are relevant for the domain a user is currently interested in. Furthermore, user model ontologies provide additional means for deciding which links to show, annotate, hide, generate, and reorder. The semantic web technologies provide means to formalize the domain ontologies and metadata created from them. The formalization enables reasoning for personalization decisions. This chapter describes which components are crucial to be formalized by the semantic web ontologies for adaptive web. We use examples from an eLearning domain to illustrate the principles which are broadly applicable to any information domain on the web.