Search engine Ask.com has stated that it is to stop chasing Google users and focus its efforts on a narrower market.
In an announcement on Tuesday, the company reported it intends to return to its original strategy of offering search results based on questions and to target a narrower market consisting of married women seeking help and advice.
Jim Safka, Ask.com‘s chief executive, said the company is excited about the "trajectory-changing results" the refocus will deliver.
Commenting on the new tactic, Forrester Research analyst Charlene Li told Australia’s the Age that this strategy could be a good move in terms of advertising revenues generated.
By targeting married women, the company is focusing on a demographic which often makes many of the household purchasing decisions, she explained, making them a key audience for advertisers.
"It’s a smart move. I still think Ask has great technology, but it’s just really hard to fight against Google," she explained.
Recently, research conducted by JupiterResearch showed that Google and Yahoo! are the most popular online brands.