• by Mark Walsh  @markfwal, November 2, 2006

Striking a blow against two of its far bigger rivals, Ask.com will replace MSN and Google as the natural search and sponsored listings provider on Lycos. Previously, MSN Windows Live powered organic search results and Google supplied sponsored search listings.

By partnering with Lycos, which had 25.7 million unique visitors in September, Ask.com will be able to boost its brand and expand its paid listings business. Lycos generates about 125 million search queries per month, according to internal company numbers.

Andrew Moers, vice president for business development and syndication at Ask.com, called the deal "extremely important" because Lycos was a top 20 Web property. "Also, this partnership will broaden the reach of Ask sponsored listings, both expanding the inventory and network for Ask advertisers as well as promoting ASL [Ask Sponsored Listings] to companies interested in advertising on the Lycos properties," he said.

In announcing third-quarter earnings on Tuesday, Ask.com parent IAC/InterActive Corp. reported that revenue in its search & media group--mainly Ask.com.--had grown 34 percent over last year. Ask.com in September garnered 5.8% of search queries, displacing AOL--which drew 5.6%--as the fourth most popular search engine. Google ranked first, with 45.1%, followed by Yahoo (28.1%) and Microsoft (11.9%), according to comScore.

Ask.com also syndicates to sites including BellSouth, Motley Fool and Slate.com.

For its part, Lycos said that it switched to Ask.com because it provides better overall search technology--including its Zoom feature, which offers suggestions to expand or narrow a search query. In recent months, Lycos has taken steps to expand its video offerings, including partnerships to add video search and a movie trailer site. Unlike some other video-centric sites, however, Lycos has focused on offering professionally produced--rather than user-generated--material.

Anton Konikoff, CEO of search marketing firm Acronym Media, said the deal would make it easier for advertisers to work with Lycos, since Ask.com is already included in many paid search media plans.

In return, he noted that Ask was already getting strong branding on Lycos, with its bright red logo appearing in four places on search results pages, as well as near the search box on the home page.

But he also noted that the 10 sponsored search results Ask.com provides on Lycos, compared to three or less on other search engines, may alienate some consumers. "One could think of a situation where a user may never experience the algorithmic results, or a sophisticated user being a bit turned off by so many commercial ads," said Konikoff.