Google and its competitors save copies of Web pages in a database that makes the pages accessible even when links to the site have been taken down.

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Here's how it works: Insider Pages licensed Yellow Pages listings to populate its database.

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As people spend more time on Google's search site looking through its extensive "entity" database, there would also be more pages, or inventory, on which to place ads, said a person with knowledge of the initiative.

WSJ: Google Gives Search a Refresh

After a really successful partnership syndicating gdgt's product database to tens of millions of Engadget pages per month, Peter and I were approached by a whip-smart guy by the name of Jay Kirsch, who runs the group Engadget, TechCrunch, Joystiq, and TUAW are a part of.

ENGADGET: Allow me to reintroduce myself

Her creator, the Cambridge start-up True Knowledge, is adding to the database all the time by scouring Wikipedia, Yellow Pages and other sources.

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