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Google Suggest

Google Suggest o Autocomplete is a feature of the Google search engine that offers suggestions to users to complete the search query while entering words in the search box. Through another function called Google Instant, the SERP adapts to the keywords or phrase as it is entered.


Google Suggest was introduced in the United States in 2008 and in Spain in 2009. The advantage is that the user meets the desired search result faster, without having to do a new search.


When you type the letters in the Google search box, the form sends the data to the servers that work in the background, which, automatically, make suggestions about how the consultation might continue. For example, if a user enters the keyword "domain" in the search box, Google suggests "specific language," "range," "name generator," and a few other queries. Each suggestion is based on terms that are often used in conjunction with the term entered by the user.

This function is based on the Ajax technology, which allows you to change the content of the page without having to reload it completely.

Relevant Factors Influencing Search Using Google Suggest

The following factors can affect the Google Suggest feature:

  • Search abundance: How often is a certain term searched? The more search queries Google receives, the faster it will turn into a suggestion in Google Suggest.
  • Search frequency: How often do you search for a specific phrase or combination of keywords in succession? The more common the succession of a particular word in a search, the more likely it is that this word or phrase will become a Google suggestion.
  • Search behavior: Google can include previous searches in the analysis when the web history function is activated.
  • Find location: The SERP adjusts based on the geographic location of the user. One point to pay attention to is that search terms with low global search volume will show up at the top of the SERP if search engine algorithms give more weight to local results.

If a user is already signed in with their Google account, this has an additional influence on search results and Google Suggest.

Google takes into account all user behavior in terms of search phrases. For example, if "smartphone comparison" has been entered frequently in the search field, it is very likely that a request that begins with the keyword "mobile device" will first be complemented by the term "comparison" from Google Suggest.

Contemporary relevance also plays an important role. If a smartphone maker like Apple released a new iPhone, Google Suggest will likely supplement a search query that begins with "iPhone" with the current model number.

Google Suggest Exclusions

Google has very strict policies regarding pornography, copyright, or glorification of violence. For this reason, the function Google Suggest may be temporarily disabled.

Autocomplete issues

Some issues have arisen with the introduction of Google Suggest that predominantly impact personal rights. In 2012, the wife of the former German president, Bettina Wulff, sued Google. The reason was that Google AutoComplete added keywords like "escort" or "prostitute" when their name was searched. Google's argument was that the company has no influence on its users 'search queries and that Google Suggest relied solely on its users' existing search queries.

Google gave in in part to legal action and gradually removed eight results from its search index. The Suggest function itself was not changed especially for the plaintiff. A 2013 German Federal Court of Justice ruling forced search engines to intervene if people's privacy rights are violated by AutoComplete.

Autocomplete and SEO

Even though Google Suggest cannot be directly influenced by search engine optimization, each marketer should be aware that this function may have a decisive influence on the image of a brand or a person. There are many cases in which a brand can quickly get Google Suggest proposals with negative connotations after a major scandal. In this circumstance, SEO should aim to represent the affected brand, product or company with positive messages to the public as part of marketing.

At best, this results in search query changes and negative additions are gradually removed by Google from the Google Suggest list. Of course, a positive status can also be strengthened through Google Suggest.

For affiliates who are targeting search requests by entering brands + keywords, the Suggest feature can have a positive effect. These webmasters can make the most of their sites with the combinations "brand + suggestion" or "brand + test" and expect more visits.

For SEOs and webmasters, Google Suggest can be a useful keyword tool, like Google Adwords. It can help webmasters find or research which keywords should get the most out of your website. Web pages can be maximized in terms of search mix.