If you’re the number four search engine in a market that is looking like it’s going to be about two (maybe three) players in the long run, what do you do? If you’re Barry Diller and running the parent company of Ask, the search engine in question, you’re potentially looking at selling, with Microsoft as a logical buyer. That’s all speculation at this point, however.

In the meantime, Ask is doing and trying a lot of things to keep users and redefine its role in this new, contracting or consolidating search landscape. Most recently it made a major push into shopping with “deals search.” Another major initiative to soon gain more momentum and visibility is something of a return to Ask’s roots as a “Q&A” engine. (The picture immediately below is circa 2001.)

Ask, which has been highlighting “answers” for some time, is going to move more directly into social search or real-time Q&A.

Ask President Doug Leeds told me the other day that Ask still gets a huge number of queries formulated as questions. In recognition of that and the more recent rise of social and “real time” search, Ask will begin to enlist its community directly in answering questions and use a number of sophisticated algorithms around question routing and identifying trustworthy and authoritative answers and people.

If well executed it could be an effective strategy for the company (including in mobile), which despite many years of innovative efforts under former CEO Jim Lanzone was not really able to grow its share beyond 4 percent of overall traffic.

Q&A services have been around for quite some time, while “social search” and “real time search” are newer phenomena. We could identify a range of companies that are in one way or another enlisting humans to answer queries or questions. Beyond Yahoo Answers, Mahalo and others like them, there are Aardvark, kgb, ChaCha, not to mention Facebook and Twitter, that fall into these categories to varying degrees. And Google recently introduced “social search” seeking to bring humans more directly into search results.

Leeds said to me that almost nobody in the segment today is going to be able to do what Ask can do with social search/Q&A “at scale.” I think that the strategy makes a great deal sense for Ask. Whether it people ultimately use it will depend entirely on execution.

If you visit Google.com today, you will see a special logo for Veterans Day. The logo is less complex when compared to last years, where Google had to fix their Veterans Day logo. Last year, Google placed hats on top of each letter on the Google logo, the hats included Army, Navy, Air Force, and Marines. But they forgot one, the U.S. Coast Guard, which they added later.

Google also has a logo on Google.co.uk for Remembrance Day:

Bing has a Veterans Day Theme:

Yahoo typically skips adding a special logo for today, which is what they have done today. But you can see more logos, from Ask.com, AOL and others at the Search Engine Roundtable.

There’s a report from Reuters this morning that Microsoft and Yahoo are considering expanding the scope of their search deal “outside the United States”:

Microsoft Corp Chief Executive Steve Ballmer said on Thursday the company could look to extend its search engine partnership with Yahoo outside the United States, if it gets regulatory approval.

Wasn’t that already the intention? I thought it was a global deal already. European regulators wouldn’t be considering it if it didn’t apply to their markets; they wouldn’t have jurisdiction. So I guess I’m a bit confused I guess.

Regardless, if either the EU or US Department of Justice disapproves the deal it will kill the whole thing globally in all likelihood. I would expect approval although it’s also possible that limitations and conditions could be attached by regulators.

Reportedly Barry Diller, CEO of IAC Corp., wants to sell Ask — perhaps feeling he’s ridden the wave as far as he can (with some disappointment). If so, the most likely buyer would be Microsoft according to widespread speculation. It would allow Microsoft to grab some incremental but meaningful share of the market. The question would be at what price?

Timing is huge here. If Ying/MicroHoo were to gain approval from regulators, or the appearance of forthcoming approval were strong, the value of Ask to Microsoft is less than if the Yahoo deal were not to go through. In the latter case Diller could exact a higher price than in the former. There could be other buyers out there for Ask (e.g., News Corp., Comcast?) but Microsoft is the one with more to gain from adding scale.

According to comScore, Ask maintains a small but meaningful core following:

That respresents 718 million queries in September, according to the metrics firm. However iCrossing recently said it has seen referrals to its clients’ sites from Ask drop “precipitously.”

Postscript: The following was a clarification that I received in email from a Microsoft spokesperson:

[T]he Microsoft-Yahoo! agreement does apply outside the United States. As it’s written, it must be approved by regulators in the U.S. and Europe in order to go into effect. As soon as those regulators give approval, the agreement goes into effect worldwide, although implementation in a specific country is postponed if regulatory approval is required there and it is not yet obtained. But that will not postpone implementation in other places.

Today is Halloween and the search engines have logos up for the special day. Before I post the logos, here are some posts from others in the community on Halloween.

Matt Cutts of Google had a holy costume. Google Blogoscoped noticed Google added trick or treat to their robots.txt file. Bing has a special visual search edition for today. Bruce Clay’s team dressed up and PPC Heros added some funk. Finally, the logos you see below is reposted from the Search Engine Roundtable.

Google has four Doodles:

Yahoo (Flash):

AOL (Flash):

YouTube:

Bing:

Ask.com:

Dogpile:

BruceClay’s design:

Search Engine Roundtable:

For the past logos, see 2008, 2007, 2006, 2005 and 2004 logos.

Barry Diller, CEO of IAC — the parent company of Ask.com — said today that he’s willing to sell the struggling, fourth-place search engine. His comments came during a conference call with investors after IAC reported its 3rd quarter earnings.

“We’ve been asked a lot whether we’re open to consolidating transactions in the area of search. The answer is yes,” Diller said. “And, it is unlikely that we would be the consolidator.” Diller also called the future of Ask.com “speculative” during today’s call, citing the “fierce” competition in search.

IAC’s media and advertising business — which includes Ask.com — suffered an 11 percent drop in revenues in Q3. And according to the latest comScore survey, Ask.com is a distant fourth in the search race with just 3.9% market share. It’s actually moved away from being a true search engine recently, and returned to its roots with the expansion of AnswerFarm, a Q&A database that was launched one year ago.

Who would want a struggling search engine? Silicon Alley Insider thinks Microsoft could be the only suitor.

There’s more Ask.com discussion on Techmeme.

Online coupons have been around for many years, at least a decade. Despite this no publisher or site has arisen to yet win the space. There’s no Facebook of coupons, no Twitter of coupons and, dare I say it, no Google of coupons. Google itself would seem to have missed or mishandled the opportunity with its peek-a-boo approach to local coupons.

Yet coupons and deals have become progressively hotter during the recession. And now there are a growing number of sites online and in mobile that promise access to offers and savings. Sensing a differentiating opportunity, Ask is today launching a deals vertical (”Ask Deals“) within search that seeks to be that comprehensive source of coupons and offers from a wide range of sources.

Ask is largely crawling for the data and said the following in its press release about the scope of Deals at launch:

Ask Deals, its proprietary database of more than 1 million high-quality savings offers from national and local merchants across hundreds of product categories.

Ask Deals scours the Web for all the deals available online – from savings on ‘skinny jeans’ to restaurant coupons – and organizes the best money-saving offers front and center on the results page, eliminating the need for consumers to search multiple sites or multiple coupon sites or search engine links to find their answer. The Ask Deals database is continuously refreshed and editorially refined, giving consumers the most up-to-date and highest-quality savings offers every time they search on Ask.

Each of the major search engines now plays to some degree in the deals and coupons space. Yahoo has recently made a bigger push, while Google has seemingly neglected the coupon opportunity.

Microsoft offers an excellent travel vertical in Bing Travel (with price predictions and alerts) and provides cash back within shopping. The company also acquired the assets of local coupon platform Zixxo some time ago. And AOL, for its part, has one of the most interesting of the various deal/coupon initiatives in the little-known Shortcuts, which ties online CPG and grocery coupons to offline loyalty cards.

If you go into the iTunes app store you’ll find something like 30 apps that respond to the query “coupons.” Clearly this is an area that is growing and will be perennially popular.

To rise above the increasing number of sites and corresponding noise, Ask is betting on comprehensiveness, based on its ability to crawl the Internet and deliver a more effective and efficient search-driven user experience. I wasn’t able to try it out extensively before launch but my initial impressions are largely positive.

The Six Revisions blog complied an excellent list of the classic search engines, some dating back to the 1990s. His list includes screen shots of both the old and current (if available) versions of HotBot, Excite, WebCrawler, Ask Jeeves, Ask.com, Yahoo, Google, Dogpile, AltaVista, Lycos, MSN Search, Bing, AOL Search, Infoseek, Go.com, Netscape, MetaCrawler, and All The Web.

Scrolling down the list and looking at some of those old screen shots bring back fun memories. Of course, there are many search engines missing, too many to list there or even here. But looking at the old screen captures of Google, Ask Jeeves and AltaVista reminds me of the simpler days in search.

Which was your favorite old search engine?

As everyone knows, today is the 8th year anniversary of the terrible 9/11 attacks. Many people, companies and organizations are doing things to remember the day. A lot of people are asking why there is no logo from Google for today. The quick answer is that Google does not do Google Doodles (aka logos) for sad days like this, they typically only do these types of logos for happier occasions.

But that does not mean Google is not doing anything. They have partnered up with several organizations and companies to bring together a web site named Make History at 911history.org. The site has a storytelling sharing tool that uses the Google Maps API to display Google’s Street Views. It allows “people to place and then share their photos and videos in geographical context, collectively piecing together the history that was witnessed, one photo and video at a time,” Google said. The site is also hosted on Google’s cloud computing environment, Google App Engine.

On the logo front, both Microsoft Bing & Ask.com have used meaningful background images for their home pages. Here are pictures:

Clearly, the Yahoo home page has news and images for the day. Plus Gary Price at ResourceShelf has compiled a comprehensive list of how the Internet is remembering the day.

Happy Labor Day Search Engine Land readers! Due to the U.S. holiday, we will likely have limited coverage here today. Go out and enjoy the unofficial last day of summer! If you are stuck at work, like me, here are some logos from the search industry to hopefully brighten your day. Oh, yea – Google and Yahoo never have Labor Day logos.

Bing:

Ask.com:

DogPile:

Cre8asite Forums:

Search Engine Roundtable:

Ten days ago, we reported that Antonio Gulli left Ask.com after 4 years heading up their technology team in the European R&D center. Gulli announced his new plans are to continue in search, but switch ships and work for Microsoft Bing.

Gulli said he will be “leading all the engineering development for UX and verticals in Europe,” focusing on Microsoft Bing’s search technology and user interface. He will be working at Microsoft’s London site of STC Europe nearby Carnaby Street.

What I found most interesting about his announcement post was that he, in not so many words, explained that he now has the resources needed to make a difference in search. The way I read it was that he felt that at Ask.com, he didn’t have enough resources to accomplish his goals. Gulli said that at Microsoft “you get the resources to experiment with it.”"Search is all about continuous improvements and evolutions, isn’t it?” Gulli added.

Congrats on the new job Antonio, it seems like you will be happy at Microsoft.