Google’s autocomplete functionality, which suggests search terms as you type based on how often the terms are searched for, is a boon for lazy typers and people who aren’t sure how exactly to spell “Massachusetts” (how many s’s???). But autocomplete can be a life-ruiner if it proves that people frequently search for your name + an unflattering adjective/event.
Take the case of Australian surgeon Dr. Guy Hingston, whose autocomplete results suggest you search for “bankrupt” when Googling his name. Dr. Hingston is so upset at the inaccurate portrait painted by the GOOG that he filed a suit in a California court, claiming the negative autocomplete results have cost him business as a plastic surgeon. Read More