Google Suggest proves dreadful for keeping reputation slip-ups undercover

Google Suggest has recently been launched (not on Google.co.za yet though). It has many pros and cons, which are already being debated feverishly among online communities. But then, when do online communities (especially marketers) ever keep quiet about their opinions of Google? Some are praising it for its useful hints and time-efficiency, while others see it as a reputation management nightmare. After reading about five or six articles on the topic (quite opinionated ones I might add), the area that interested me the most was the effect that it will have for the industry of online reputation management.

Gone are the days of simply redirecting the public`s eye from your recent bad press links by attempting to slide the negative pieces down the SERPs. This usually takes some intensive PR work that includes introducing new, positive or at least neutral, high-ranking links for the terms that are displaying negative results on the first page. But now, all that effort may go to waste if Google “suggests” a highly searched negative term that the reputation manager may have worked hard to remove. The negative term will still pop up as an option when you insert your search query whether you`re looking for it or not, and despite the online manager`s efforts to remove it from the public eye.

One of our own homegrown examples (following on from Martin Bowling`s US politician examples) is Jacob Zuma and all the negative press he has been getting in South Africa after being accused of rape and then being nominated as the ANC president (South Africa`s ruling political party). When typing in his name (on Google.com), the following is displayed by Google Suggest:

This is an obvious example of a reputation disaster. However, if you go to the search results page for “jacob zuma” in Google.co.za, there is not one result in the top 10 that mentions his ‘-rape trial` or any other directly damaging headlines. It mentions the controversial nature of his leadership, but doesn`t directly mention his rape charge:

So someone is definitely doing a good job here, but it`s a blessing that Google hasn`t launched Suggest in South Africa yet. The time will come when Suggest is launched in SA, however, and then what? Will Zuma`s PR guy be able to cover up the fact that so many people are searching for information on his trail and rape charge?

The introduction of Google`s Suggest means that the potential for Google to expose ruined reputations further has been thrown back into the ring. Do you think an online reputation manager will ever be able to outrun Google`s all-encompassing “Big Brother” eye?

Tags: Google Suggest, online reputation management nightmare