Ask.com is getting a makeover to return more relevant search results at a quicker rate.
The search engine is aiming to steal market share from its bigger rivals as these competitors remain distracted by issues such as Yahoo! and Microsoft’s merger talks earlier this year and Google and Yahoo!’s delayed search ad deal.
According to Reuters, Ask.com is aiming to increase revenues from pay per click ads alongside its search results and capitalise on the notion that search is unlikely to be significantly affected by the economic slowdown.
Ask.com chief executive Jim Safka told the news agency: "We’re expanding the depth and breadth of our structured data to bring users serendipitous results."
He added that the company intends to decrease the number of clicks used to find the desired search result from three to one.
The Ask network increased its unique user base by acquiring the owner of online properties Dictionary.com, Thesaurus.com and Reference.com earlier this year.