In Google’s search bar, when you begin typing a search query, search suggestions also appear simultaneously. These suggestions primarily display keywords with high relevance, tailored to the search user. Analyzing search intentions, among other aspects, makes this feature particularly beneficial for marketing purposes.

In this article, an SEO consultant will explain the mechanism behind Google’s search suggestions and methods for their effective use.

What Are Google’s Search Suggestions?

When you enter a search query in Google, the search engine displays suggestions related to the keyword, known as “Suggest Keywords”. These are keywords that the search engine proposes to the user.

While they are commonly used for related searches, suggest keywords can also be effectively utilized for marketing purposes, such as analyzing users’ search intentions.

This section will delve into Google Suggest’s unique features and how to make the most of search suggestions.

Google Suggest’s Unique Features

Not only Google but also Yahoo! JAPAN and Amazon display search suggestions. However, Google Suggest has its own set of unique features that can be leveraged in various ways.

Specifically, entering the following keywords activates distinct functions

Weather search: Entering “weather” + “location” displays the current weather in the suggestions. 

Calculation search: Typing a calculation formula shows the answer in the suggestions. Currency conversion search: Entering “currency type + amount” shows the exchange rate in the suggestions. 

Time search: “Time” + “country/city name” displays the local time in the suggestions.

Suggest keywords also appear in image searches as related terms, highlighting the feature’s broad applicability.

Utilizing Search Suggestions

While the unique functions of Google Suggest were mentioned earlier, search suggestions can also play a significant role in marketing. Specifically, they can be used for analyzing “search intent”, which involves considering the purpose and needs behind users’ searches.

For instance, when contemplating the search intent behind “SEO tactics”, it’s challenging to determine exactly what users want to know.

However, examining the search suggestions can reveal;

• ”SEO tactics explained” 
• ”SEO tactics how-to”
• ”SEO tactics cost”
• ”SEO tactics companies”

The mechanism behind the appearance of search suggestions, detailed later, primarily revolves around “keywords of significant interest to many users”.

Thus, what was broadly categorized as “SEO tactics” can now be broken down into specifics like the “how-to”, “cost”, and “companies” of SEO tactics, allowing for a better understanding of what users are interested in.

Verifying search phrases in this way clarifies users’ search intentions, making it an indispensable element for creating high-quality content.

The Mechanism Behind Google’s Search Suggestions

Search suggestions are generated by Google’s automated system based on several factors to determine the most relevant keywords for users. This section elaborates on the factors influencing Google’s search suggestions.

Search Volume

A primary factor for priority display in search suggestions is the search volume of keywords. Search volume refers to the number of actual searches conducted, with higher volumes indicating a greater interest among users.

For example, when examining the search volume for “marketing”:

-“Marketing explained”: Approximately 40,000 

-“Marketing qualifications”: Approximately 6,000 

-“Marketing strategy”: Approximately 5,000 

The keywords with significant search counts are displayed, demonstrating Google’s user-centric operational philosophy by showcasing “user-friendly” search suggestions.

Number of People Searching

In addition to search volume, the number of actual people conducting searches is also crucial.

Even if a keyword has a monthly search volume of 10,000, it’s not considered in high demand if only about 5 people are searching for it.

Conversely, a keyword with a search volume of 5,000 but searched by 5,000 individuals is deemed to attract more user interest.

However, there’s no definitive priority between search volume and the number of searchers. Keywords that gather a balanced and widespread interest tend to be more likely displayed.

Trends

Search suggestions are also influenced by current trends.

“Trends” refer to the topicality of keywords, including those experiencing a surge in searches recently or anticipated to become popular.

For instance, during the Olympics, keywords like

-“Tokyo Olympics”

-“Tokyo Paralympics”

become trendy, and during a rise in COVID-19 cases:

-“Tokyo COVID” 

-“COVID case numbers” 

might be suggested. 

These tend to gain user attention temporarily, making trend-related suggestions highly fluctuating.

Searcher’s Location

Search suggestions can vary even with the same keyword input, depending on the user’s location, as it’s one of the elements determining the suggestions.

For example, searching “pub” in Tokyo might suggest “pub Shinjuku” or “pub Ikebukuro”, incorporating place names.

However, searching “pub” in Hokkaido might suggest “pub Sapporo”, reflecting the searcher’s location.

In this way, to present search suggestions that are useful to search users, the keywords displayed are also influenced by the user’s location.

User’s Language Settings

Search suggestions also differ based on the user’s set language. It’s expected that keywords in Chinese wouldn’t appear for users with Japanese language settings, as it would cause confusion and potentially reduce Google’s usage rate.

If Chinese suddenly appeared in the display, users would be confused, and Google’s usage might decrease.

Therefore, search suggestions will always be linked to the language used.

If you wish to display search suggestions in French, for example, set the language to French or adjust the settings according to the situation.

Search History

Search history is another crucial element for search suggestions, alongside previously discussed factors like location and language.

Often, users might search for the same keyword multiple times. Re-entering the same keyword can be cumbersome.

Google prioritizes keywords frequently searched in the past or recently searched by the user, making them more visible and easier to click.

Benefits of Google’s Search Suggestions

In Google’s search suggestions, by strategizing around suggest keywords, you can display keywords related to your company.

If keywords leading to your site appear in Google’s search suggestions, it could result in numerous benefits for your company, such as increased traffic and enhanced branding.

Here, we will explain in detail the benefits of Google’s search suggestions.

Increasing website traffic

The primary benefit of having your site-related keywords appear in search suggestions is the potential for increased website visits.

Search suggestions feature highly relevant keywords in prominent locations, making them more likely to be clicked.

However, the search result ranking is essential to consider.

Even with site-related keywords, a low search ranking makes them meaningless. Thus, alongside suggest optimization, enhancing search rankings through SEO is crucial.

Strengthening Branding

Including content in search suggestions, aside from keywords leading to your site, such as company or product names directly related to your business, offers benefits.

This is because it enables wide recognition among many users through search suggestions, facilitating the strengthening of branding.

Users also perceive suggested keywords as those “searched by many people”.

Thus, if a “pub” search suggestion includes “store name”, it can enhance branding as a well-known establishment.

Moreover, adding positive words like “store name + cheap” or “store name + delicious” can achieve an advertising effect equivalent to paid ads without any cost.

Disadvantages of Google’s Search Suggestions

It’s not guaranteed that only positive words will appear in search suggestions; negative words may also fill the space. An abundance of negative words could lead to reputational damage, so it’s essential to recognize that not only positive impacts arise.

Here, we delve into the disadvantages of Google’s search suggestions.

Display of Negative Keywords

A potential downside in search suggestions is the display of negative words related to your company.

Imagine if search suggestions for a “pub” included “store name + not tasty” or “store name + poor service”. Many users who see this will likely form a negative image.

Such a situation, where search suggestions are filled with negative keywords, is referred to as “suggest pollution”, which could lead to reputational damage for companies. In the past, Marunaka food’s flagship product, “Peyoung”, experienced suggest pollution with keywords like “Peyoung foreign object contamination”.

While positive words have beneficial effects, negative words could lead to significant losses, warranting caution.

Difficulty in Resolving Suggest Pollution

As mentioned, once search suggestions are filled with negative words, they are not easily resolved. This creates a significant disadvantage as it could carry a long-term negative image.

The challenge in resolving this lies in the effort and time required to remove suggestions.

Strategies for addressing suggest pollution include

• Filling out Google’s suggest keyword deletion request form
• Hiring a lawyer
• Engaging a specialized firm

If deletion could be easily done through a request form, there would be no issue. However, negative words often arise due to sites containing negative information. If the site is the cause, the search suggestion may repeatedly appear, necessitating a deletion request to the site administrator.

Thus, the process involves considerable correspondence and time, making suggest pollution resolution time-consuming.

Methods for Acquiring Suggest Keywords

Acquiring suggest keywords can be done manually or automatically using tools. Generally, tools that facilitate easy acquisition are recommended.

Here, we will explain methods for obtaining suggest keywords.

Manual Verification Through the Search Bar

The first method involves manually checking each keyword by typing it into the search bar and noting the displayed suggest keywords.

For example, when researching “marketing” suggest keywords, you might find

• “Marketing books”
• “Marketing companies”
• “Marketing strategies”
• “Marketing 4P”
• “Marketing examples”

If there are few suggest keywords, this method is feasible. However, if there are many, such as over 900 suggest keywords for “marketing”, assessing the amount before proceeding is advisable.

Automatic Verification Using Tools

Given the vast number of suggest keywords for some keywords, using tools for efficient work is recommended.

Tools also allow for an organized list of suggest keywords, making it easier to understand.

Here, we will introduce tools for obtaining suggest keywords.

Rakko Keywords

Rakko Keywords allows free acquisition of suggest keywords.

Its main feature is not just displaying suggest keywords but also providing further suggestions for those keywords.

For instance, searching “marketing” in Rakko Keywords might reveal “marketing mix” and “marketing job”, among others, along with

• “Marketing qualification for college students”
• “Marketing mix modeling”

With a simple UI/UX, it’s highly recommended for any site operator.

Suggest Keyword Batch Download Tool

The Suggest Keyword Batch Download Tool is another free tool available for use.

It supports Google and Yahoo! suggests, displaying lists with a simple keyword input.

Its main features include

• Searchable by initial letters of 50 sounds, English words, and numbers
• Downloadable in csv format

Especially recommended when you need to organize a large number of suggest keywords.

Summary

This article has explained the mechanism and methods for utilizing Google’s search suggestions. Search suggestions, also known as suggest keywords, are generated by an automatic system. While there are various methods for utilizing search suggestions, it’s important to note that the impact significantly differs between positive and negative words. Furthermore, when acquiring suggest keywords, we recommend using the tools introduced in this article for efficient verification.