a method , system and apparatus for managing a bookmark folder are provided . in an embodiment of the invention , when a user accesses a web page using an embedded link from a displayed bookmarked web page , the user may , if so desires , replace the bookmarked web page by simply bookmarking the accessed web page . the replacement is done automatically . in another embodiment of the invention , when a user wants to bookmark a web page , the url of the web page is compared with the urls of all bookmarked web pages . if the url of one of the bookmarked web pages is similar with the url of the web page to be bookmarked , the user may , again if so desires , replace the bookmarked web page by the bookmark of the new page . similarity may be determined by user defined rules such as subject matter or differences in url branches .