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Google Suggest 101 – Everything About Google Suggest Tool

The Google search engine function has a valuable tool called Google Suggest or Autocomplete. This tool helps a user to complete their search either by suggestions or by completing the search phrase.

For example, when a user enters a word or phrase in the Google search box, another function called Google Instant gets activated. With the help of this function, the Search Engine Results Page (SERP) adapts the keywords or phrases as soon as it is typed in the search box and gives up to 10 suggestions. 

The Origin of Google Suggest Tool

It is nearly two decades since Google started reading people’s minds. Its influence in the daily lives of internet users is so much that it has become an extension of human beings. Strangely, AutoComplete or Google Suggest always existed. Only someone had to discover it. Google Suggest was invented in the year 2004 by Kevin Gibbs. Kevin was working with IBM before migrating to ElgooG. ElgooG is the mirror website of Google or spelled backward. Kevin Gibbs found that Google had, or even now, never had any shortage of query information, and the project was to put them together.  

Google Suggest was officially introduced to the US public in 2008 and a year later in Germany. This tool allowed a user to complete the desired search faster without having to do trial and error with new entries in the Google search box.

The Function of Google Suggest

Understanding how Google Suggest works is difficult, but the basic understanding is that when a user types letters in the Google search box, the data is immediately sent to the Servers working in the Background. The Server automatically starts making suggestions or tries to complete the query, which is why Google Suggest is also known as Autocomplete.

For example, suppose a user typed the word “Candlestick” in the Google search box. In that case, Google Suggest provides more options based on the terms or phrases used by the user earlier. The historical track record of user behavior prompted Google Suggest to make similar suggestions and some other queries. The java-based Ajax technology allows changes to the page content without reloading the page, which is the function on which Google Suggest works. 

Factors that influence Google suggest search   

Some of the relevant factors include:

  • Frequency and type of search, for example, how frequently a particular term is searched? The term then becomes a suggestion in Google Suggest. Then the keyword phrases, including long-tail keywords, are checked for frequent use. In the same way, it becomes a part of Google Suggest. 
  • User’s search behavior influences Google to analyze by activating the web history.  
  • Search location forces SERP to adjust the geographical region of the user automatically. This helps the keywords suggestions to get localized and relevant to the search.  
  • If a user has a Google account and logs in to the account and then performs the searches, Google Suggest gets influenced because of the users’ behavior from his past account activity. For example, if the user was using the term “comparison” often, then if the user types or searches “Covishield,” then Google Suggest will automatically add the word “comparison” to Covishield, making it look like “Covishield comparison.” If the user is geographically located in India, then Google Suggest will most likely add Covaxin to the phrase making it look like “Covishield comparison with Covaxin.”
  • Contemporary relevance also plays an important role. If Apple releases a new version of the iPhone, then Google Suggest will supplement a search with a query for iPhone with iPhone plus the current model’s name or configuration. 


Google Suggest has checks and balances in place, though. Searches relating to violence, glorification, pornography, copyrights, etc., come under a strict policy of Google Suggest and are excluded from search results. In 2012 a political leader’s wife in Germany got negative exposure through Google autocomplete, which added inappropriate words to the person’s name. Google clarified that autocomplete only influence on search index is based on the user’s search history profile. Search engines could intervene in people’s privacy rights offended by autocompleting functions as per a court ruling in 2013.    

SEO and Autocomplete

SEO does not directly influence Google Suggest, and marketers know that many times the suggestions on a search query also depend on the brand or person’s image. There have been cases when Google Suggest gave a negative search extension on brands that had some scandal earlier and how the news influenced Google Suggest results. In such cases, the role of SEO becomes critical as marketers and brand owners then need to work upon these negative results. The target is to represent the brand positively, contain the damage, and get over it. The impact of such a move can, in the best-case scenario, remove the negative image of the brand from the Google Suggest list and replace it with positive messages.

Marketing affiliates use search queries by typing brand names keyword. This has a positive effect on the Google Suggest features. The webmaster optimizes these types of searches with search combinations like Brand+ Suggestions etc. 

For webmasters and SEO experts, Google Suggest is a useful keyword tool. It helps webmasters to research which keywords can be optimized for the website. Webpages are optimized for the search combinations mentioned above to get a higher ranking.

Benefits of Google Suggest

The main benefit one can derive from the Google Suggest tool is to get free keywords that are effective for one’s content. The research for keywords is a solid foundation for successful content optimization. It lays the foundation of how primary and secondary keywords or phrases perform.  

For website owners and marketers, one can use keyword planners like Zutrix. Apart from providing free access to Google Suggest, it also offers complex research tools. In addition to keyword suggestions, the tool also provides useful performance metrics that help site owners and marketers to see what competition is doing, which keywords relevant to their brands are performing well, traffic volume, cost parameters, etc.

It finally depends on the user whether Google Suggest is sufficient for the keywords assistance or if one needs additional tools like Zutrix Keyword Planner for effective results. 

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