Ask is going for a new look and a restructured team, after it announced to give up 8 percent of its workforce, in other words, it will be 40 employees short. Shortly after realizing the chances to beat Google at its own game, Ask decided to take a look back and focus on the segment of users that they appeals mostly to: women.

The Oakland-based company is said to return to its roots and turn to women in their 30s or older, who make up for more than half of their users. In other words, Ask will focus on answering questions on children, health, cooking, hobbies etc.

The IAC CEO Jum Safka was the one who broke the news, also saying the company was also looking for new partnership opportunities. However, there was absolutely no word on the future of Teoma search technology.

“Everyone at Ask is excited about our clear focus and the trajectory-changing results it will deliver,” Jim Safka said, the Associated Press reports.

“It’s a smart move,” said Forrester Research analyst Charlene Li according to the same source. “I still think Ask has great technology, but it’s just really hard to fight against Google,” she added.

Ask.com is a search engine meant to help people find the answers they need as fast and accurate as possible. It was initially founded as Ask Jeeves back in 1996 and was renamed almost a decade later, in 2005.

It is well renowned for the search interface and innovation is search technology, as the company’s web site says, and up until this point, it includes international coverage, with Ask.com U.S. (www.Ask.com), Ask.com Deutschland, Ask.com Espana, Ask.com France, Ask.com Italia, Ask.com Japan, Ask.com Nederland and Ask.com UK.