InterActive Corp.'s (NASDAQ: IACI) search engine and information portal Ask.com continues to try and re-invent itself to compete more heavily with search leader Google, Inc. (NASDAQ: GOOG). With Yahoo! Inc. (NASDAQ: YHOO) being such a large distraction over this past summer, the time seemed appropriate for Ask.com to try -- again -- to take some steam from Google. From anyone, for that matter.

It still won't happen. Here's why: Google's search product still is compelling to all that use it, even with marginally better search products. Google also has its hand in news, email, documents, spreadsheet, blogs, etc., and continues to recruit the customer that uses Google for everything possible on the web.

Its main product is search and that also provides almost all its revenue. But how can Ask.com compete with something like this? A better product, faster search results, or a more intuitive experience won't cut it any longer. What Ask.com would need is a disruptive product to even think about competing with Google. It's been over a few years since I've written on Ask.com's foray into competing with Google. In many ways, it's superior. That's, unfortunately, no longer enough.

Is Ask.com trying to win a losing battle? Perhaps. When Ask.com CEO Jim Safka says that Ask.com can recruit web searchers from Google with a 30% speed increase in search results, he's deluding himself. I'm not sure where that research came from, but Ask.com may be on its last stand. The search engine is pulling in ad revenue from the use of its products, and it may be content to grow steadily in that arena for the time being. But if it really wants to attack Google's ad revenue cash cow, something completely innovative and fresh needs to be forthcoming.

It is no secret that AOL has been under the microscope of Wall Street, Main Street, and even Silicon Valley. There has been growing talk that a deal could be in the air, and talk may ultimately lead to reality. The New York Times notes that Time Warner Inc.'s (NYSE: TWX) CEO Jeff Bewkes may be open to a deal or "whatever configuration makes it the strongest and the most valuable."

AOL's primary strategy is to expand its advertising on Platform A, which is a combination of advertising and technology companies that AOL has purchased over the years. Executives see the expansion of their advertising network as the only way to compete and have discussed spinning off the dial-up portion of the business.

Two years ago, Time Warner discussed a merger with AOL and Microsoft Corp. (NASDAQ: MSFT) for its online operation and has recently explored a potential deal of some sort with Yahoo! Inc. (NASDAQ: YHOO). Keep in mind, Google Inc. (NASDAQ: GOOG) owns a 5% stake in AOL, so the world can still change rapidly.