In 2006, in an attempt to rebrand and increase its online presence, the search engine Ask dropped the lovable butler from its logo and branding. Jeeves the butler, based on the character created by P G Wodehouse, was killed off as part of a series of facelifts aimed at increasing the company’s market share and to directly challenge Google. The famous characters demise created huge amounts of publicity. Had Ask made a mistake and did the death of the Jeeves generate more exposure than the rebranding exercise? It would seem so, Google still dominates the marketplace and Ask has maintained a steady backseat in the search engine wars.


Jeeves is back, reincarnated due to user demand. Ask’s unique question based search facility is simple to use and offers good, relevant results. Is the return of Jeeves a last ditch effort to challenge the Growth of Search Giant Google. Will Jeeves unique search interface be able to offer a more valuable user experience?


Asks Managing director, Cesar Mascaraque denied Jeeves Return was a last-ditch effort to improve their stake in the Search Marketplace.


“We have seen a growth of 20% this year, so we are not struggling,” he said.
“We have been focused on developing an outstanding producer that will deliver outstanding results and Jeeves is just the icing on the cake.”

“Our aim is to give our users the answers they need for the lives they lead and Jeeves’s role is to give our users answers in a more human way.”


We have to wait and see how the changes will affect Ask, but one thing is for certain, it’s great to have Jeeves Back!


Article Writen by Creative SEO, Search Marketing Agency.