• Search Engine Land, Thursday, September 3, 2009 5:17 PM

Danny Sullivan uses Google Maps and news from the California wild fires to demonstrate why Marissa Mayer's idea to use "living URLs" to drive more traffic to newspaper Web siteswon't work. Mayer, the vice president of search product and user experience, testified to the US Senate about the living URL idea in May

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The living URL idea means someone would continually update an article, such as information that appears on Wikipedia, Sullivan writes. The very lengthy post, (put aside plenty or reading time) provides details on why the idea won't work, as well as what would.

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