Online reputation is a valuable asset for business success. It can attract and retain potential customers, partners, and investors who trust the brand. This is why it is important to be aware of how Google autocomplete can affect online reputation in seconds.

Google autocomplete is a feature that helps users find what they are searching for by suggesting possible queries as they type. It can save time and effort by predicting the user’s intent and providing relevant results. However, Google autocomplete can also affect online reputation, especially when it shows negative keywords related to a brand or a person. 

In this blog post, we will explain how Google autocomplete works, the dangers of negative autocomplete keywords, and how to deal with them effectively.

How Google Autocomplete Predictions Work

Google autocomplete suggests queries based on real searches that match the user’s input. It also considers the user’s language, location, and history to make the predictions more relevant and personalised. It can predict words and phrases from the web to help users complete complex queries. Google autocomplete can also use AI to generate answers for questions that have no clear answer. 

This feature is called Google’s Search Generative Experience (SGE) and it provides quick and reliable answers. It is also known to change and improve new searches and information added to the web. However, Google has policies and measures to avoid inappropriate or misleading predictions.

Reputational Risks of Negative Autocomplete Keywords

Google autocomplete can be a useful feature for users, but it can also pose a serious threat to the reputation of brands and individuals. Negative autocomplete keywords can create a negative impression of the target before the user even clicks on any search result. This can affect the user’s perception, attitude, and behaviour towards the target, as well as influence the opinions of others who see the same predictions.

Negative autocomplete keywords can have various consequences for the target, depending on the type and severity of the negative term. Some of the possible outcomes are:

  • Loss of brand value and trust

Negative autocomplete keywords can harm a brand’s image and credibility. When users see suggestions like “product name + scam” or “product name + complaints,” it erodes confidence in the product and its manufacturer. This can lead to reduced sales, recommendations, and customer loyalty, impacting the brand negatively.

  • Decrease in web traffic and conversions

Negative autocomplete Google suggestions can deter users from visiting a website or engaging with an online presence. For instance, autocomplete suggestions like “celebrity name + scandal” can lead to a decline in visits, likes, shares, and comments, impacting the online visibility and attractiveness of the target.

  • Amplification of misinformation and discrimination

Negative autocomplete keywords can inadvertently spread false or biassed information and foster discrimination. When biassed or offensive google auto suggestions appear in searches about political or social issues, users might be influenced, leading to misguided or prejudiced opinions. This, in turn, affects the quality and diversity of information accessed online.

Amplification of Misinformation and Discrimination

Google search autocomplete can negatively impact the quality and diversity of online information. It can unintentionally spread false or misleading information based on popular but unverified searches, potentially leading users to form erroneous beliefs. Additionally, it can promote discrimination and hate by suggesting biassed, derogatory, or offensive terms associated with specific identities, such as race, gender, religion, or sexual orientation.

Google is aware of these issues and has taken steps to prevent harmful autocomplete predictions. However, these steps may not always effectively address the dynamic nature of online information and behaviour. Therefore, users should be cautious and exercise critical thinking when using this feature.

The Role of AI in Google Autocomplete

Google autocomplete uses AI to generate predictions, especially for questions that have no clear or definitive answer. These predictions are generated by artificial intelligence (AI). This prediction is not based on a pre-existing web page but rather on Google’s Search Generative Experience (SGE), which uses generative AI to summarise data from various sources and provide quick and reliable answers. SGE builds on Google’s AI advancements, including BERT and MUM.

SGE can help users find information faster, but it also raises ethical and social issues related to user trust in AI. User trust in AI depends on trustworthiness, user characteristics, and task context, affecting user perception, attitude, and behaviour towards AI systems and others.

It is essential to address challenges in building user trust in AI, such as avoiding anthropomorphization and ensuring reliability and accountability.

Google’s Approach to Harmful Autocomplete Predictions

Google has policies and guidelines to restrict predictions on autocomplete. These include prohibiting search predictions that violate the law, promote violence or hatred, contain explicit or abusive language, disclose personal or sensitive information, misinform or deceive users, or impersonate entities or individuals.

To enforce these rules, Google uses automated and manual methods. Machine learning and natural language processing are used to detect and filter out harmful predictions. Human reviewers assess prediction quality and accuracy, and user feedback is used to identify and remove inappropriate predictions.

Google acknowledges that its approach is not perfect, as some harmful predictions may slip through, and legitimate ones may be mistakenly filtered. They update policies to adapt to changing online standards, enhance systems for more accuracy, and engage with stakeholders to address ethical and social concerns related to autocomplete predictions.

How to Remove Negative Autocomplete Keywords

There are two main ways to remove negative autocomplete keywords: reporting them to Google or suppressing them with positive keywords.

  • Reporting to Google

You can report predictions that violate Google’s policies by clicking “Report inappropriate predictions” below the prediction. Google will analyse your feedback and may take time to review and update its predictions or reject your request if insufficient evidence is found for removal.

  • Suppression with positive keywords

Another method to remove negative autocomplete keywords is by suppressing them with positive ones. This involves creating and promoting content with positive keywords related to your brand or name, increasing their search volume and popularity to replace negative keywords in Google autocomplete. Some of the strategies for suppressing negative keywords with positive ones are:

  • Creating and optimising your website and social media profiles with positive keywords in various elements.
  • Publishing high-quality content that highlights your expertise, achievements, testimonials, and positive reviews.
  • Engaging with your audience and influencers on social media with positive keywords.
  • Generating positive word-of-mouth and referrals from customers, partners, employees, and friends.
  • Monitoring and managing your online reputation by responding to online mentions with positive keywords.

Suppressing negative keywords with positive ones can be a long-term and ongoing process that requires consistent effort and investment. It may also require professional help from reputation management experts who have the skills and tools to create and promote positive content for you.

Managing Reputational Risks

Reputational risks are the potential threats or challenges that can harm the reputation of a business or individual. These risks can arise from various sources, such as negative customer feedback, unfavourable media coverage, misinformation or disinformation, legal or ethical issues, or technical or operational issues.

To manage reputational risks effectively, it is essential to have a reputation management strategy.

By following these steps, you can protect and enhance your reputation in the digital age. You can also leverage your reputation as a competitive advantage that can help you achieve your goals and objectives.


In the broader context, this discussion prompts readers to contemplate the societal impact of reputation management and the considerable influence of tech platforms on public perception. It highlights the delicate equilibrium between information dissemination and potential reputational consequences in our interconnected world. Beyond tactical strategies, it encourages a reflection on the ethical, social, and technological dimensions of our digital lives. It emphasises the need for proactivity, adaptability, and informed engagement in a landscape where online reputation significantly affects personal and professional trajectories. This discussion serves as a call to acknowledge the evolving digital landscape and the responsibilities it entails, guiding us through the dynamic intersection of technology, reputation, and our shared digital future.