The great potential of the World Wide Web is given by its capability of accessing information by navigating via hyper links from one site to another. However, this great potential is currently not properly ful lled due to a rather poor connectivity, which makes navigation rather di cult and far from linear. This big problem is intrinsic to the web structure, which is maintained and updated in a completely distributed way. In this paper, we propose a way to enhance the web connectivity, focusing on the concept of navigation cooperation among web sites. We study how suitable bonuses for cooperation can nicely lead to improve the World Wide Web connectivity, making navigation much more fruitful, and acting more e ectively just where the cooperation problem is more di cult, namely in the case of market competitors.