2009-02-09 12:13:43 - Google (NASDAQ:GOOG) www.google.com is without dispute the king of search-but that does not stop the average web user from trying and comparing results to Yahoo, Microsoft, Buzz or Ask on a daily basis.

Google's challengers are finally chipping away at this market by targeting users in areas other than core search. And judging from the diverse product launches and announcements this week, the competitors are using the benefits of a new strategy:

-Yahoo:(NASDAQ:YHOO) www.yahoo.com Yahoo rolled out a Search Pad tool that lets users keep track of the sites they have visited during an ongoing search; the idea is to eliminate the need to track their research with another program like Microsoft Word, or even taking notes on a sheet of paper. Currently in beta, Search Pad picks up where the old Google Notebook left off; VentureBeat notes that there are thriving alternatives like Zoho and Evernote, but Search Pad's integration with Yahoo Search

gives it a pre-established user base.

-Ask: www.ask.com Facing decreased traffic and user retention, IAC (NASDAQ: IACI ) plans to shift Ask.com's focus yet again-this time to vertical search. 'The strategy for Ask is-to not go frontally against the larger competitor, Google,' chief executive Barry Diller said, per ClickZ. 'We're going after vertical sites that give us traffic and give users a taste of a better experience so they'll come back.' Building on its partnership with NASCAR to power search on Nascar.com, the company will roll out around 10 similar relationships this year, though no details on which verticals were given.

-Buzz: (OTC:BZTG) www.12buzz.com Has taken a different approach making search far more visually appealing with a focus on the high revenue Property, Travel and Financial Services sector. Buzz is one of the most widely used English searches in Asia. Th Company also offers a Youtube search that allows users to search and watch Youtube video's at the same time. The crisp presentation of the Buzz Search service keeps attracting users. Buzz has seen strong growth in providing clients with the companies search knowledge in the form of premium SEO services.

-Microsoft: (NASDAQ:MSFT) www.msn.com The company is trying to woo Valentine's Day shoppers with additional cashback promos on gifts from partners like FTD, Organic Bouquet and even online jeweler Blue Nile (NASDAQ:NILE)); it's also highlighting its Farecast travel search engine through a Spring Break forecast, showing that flight and hotel price points are down 15% year-over-year. Campaigns like these could help Microsoft gain a foothold in the e-commerce and travel search niches; the efforts also propel the company in its battle for second-place with Yahoo.