With Microsoft .NET 3.5 on the horizon a lot of hype has been around Microsoft’s new Language Integrated Query (LINQ).  So what is LINQ?  LINQ is a set of extensions to the .NET Framework that provides the facility to query in-memory and external data.  When Visual Studio 2008 ships later this year, LINQ will support query in-memory objects (LINQ), XML (XLINQ), ADO.NET DataSets (LINQ to DataSet) and SQL Server (LINQ to SQL).

Next year, probably Q2 2008, Microsoft will release the ADO.NET Entity Framework.  The Framework will fully support LINQ through LINQ to Entities.  LINQ to SQL and the ADO.NET Entity Framework are both an O/RM (Object Relational Mapper) that enables you to map entities to your data source. 

So when should you use one over the other?  Well, if you’re using anything that isn’t SQL Server for your data store then the ADO.NET Entity Framework is your only option as LINQ to SQL only works with SQL Server.  If you are using SQL Server though, you still have the choice between the two technologies.  In simple terms, the ADO.NET Entity Framework is the big brother of LINQ to SQL and if your application requires one or more of the following then you should choose the ADO.NET Entity Framework:

• Mapping a single class to multiple tables
• Mapping to inheritance
• Mapping directly many-to-many relationships
• Mapping to a query
• Querying a database that isn’t SQL Server
• The ability to share the data model across other services such as Reporting Services, Integration Services etc.

The above lists just a few major differences between the two technologies. 

Scott Guthrie has a great overview of LINQ to SQL on his blog.

Looks like Google have finally clarified the issue with hidden text on your website and whether your site will be penalised for it.

Like most of Google's ideology, as long as it benefits users and is not an attempt to fool search egines then it is okay to hide text using CSS techniques.

An example of this could be using the display:none element to hide answers in a FAQ list. 

SEO Roundtable has more info on this and other search engine optimisation advice - we regularly visit the site for SEO news and views.

Check out this great viral marketing campaign from Pepsi for Pepsi Max.

A customised Flash video is generated from the information you provide about a friend taken from a limited list of dropdown choices.

Definitely targeted at the young male market (which pretty much counts me out!!) Pepsi have a young woman creating a video blog about the mystery date she met last night describing him in a fairly humorous way to you the viewer. The best bit, though, is that you can upload a piccy of your mate that is superimposed onto the young woman's mobile.

This all gets emailed to the friend in question and if you are a guy you would be hard pushed not to be tempted to do the same to another mate - the perfect viral campaign.