An apparatus, program product and method incorporate embedded alias information into a document for use in automatically generating aliases (e.g., bookmarks, favorites, shortcuts, etc.) in a computer environment. The embedded alias information may incorporate both an identification of a predetermined storage location and an alias description to be associated therewith, such that, during generation of an alias, both the location and the description for the alias are obtained from the embedded alias information. The embedded alias information may also incorporate a condition associated with a predetermined storage location, in addition to or in lieu of an identification of the actual predetermined storage location, such that, during generation of an alias, the condition may be tested so that the alias will be generated only upon the condition being met. The embedded alias information may also incorporate an executable program to further customize or enhance the generation of aliases.