Will Cut 40 Employees, Target Mom Searchers has said it will lay off 40 employees, or 8% of its workforce, and it is giving up the fight for Google’s market share as a general search engine by repositioning the company to focus on answering question-based queries that come from women. Per Reuters, here is Ask’s new audience:

The company found that about 65 percent of its user base are women, with a high concentration of users in their late 30s in the U.S. Midwest and Southeast. That contrasts with the wider search market, where women account for closer to 48 percent of users.

If that sounds familiar, it’s because it is. This move sets back to its Ask Jeeves days, sans mascot. Though Forrester analyst Charlene Li says targeting the married mom audience is a smart move for Ask, Rafat Ali at paidContent notes that it’s still an uphill battle against Google.

2 Responses to “ Will Cut 40 Employees, Target Mom Searchers”

  1. To Quit Search Focus On Moms?

    […] usership is female, it was reported widely via a story from the AP that they would be focusing on “married women looking for help managing their lives.” Whaaa? If that seems farfetched, it’s because it […]

  2. The Algorithm is Not Available Right Now, Please Click an Ad Instead | Searchviews - Daily insights on Search Marketing, Social Media and SEO by Reprise Media.

    […] search engine has recently stated its intentions to re-strategize (note: it’s not actually going to target moms; the AP was wrong) but it’s a safe bet […]


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