The quality of hypertext network structure is understood to be of the utmost importance to the efficiency with which browsers can navigate through the network. The WWW being the largest and poorest organised hypertext network ever is an excellent illustration of this rule. We believe flexible hypertext systems capable of dynamically and adaptively adjusting WWW network structure could significantly enhance retrieval and general browsing efficiency for human as well as artificial users. It is the aim of this article to demonstrate that in spite of the apparant difficulties induced by the limitations of the WWW's paradigm of global, distributed hypertext networking, it is possible to devise fairly simple systems for the global optimisation of WWW network structure. Following is a short overview of the issues that led to the development of our Adaptive Web System.