The digital landscape is evolving fast, and with Google’s latest Core Update, user-generated content has more influence on search visibility than ever before. Social media posts, Reddit threads, and trending hashtags are shaping search results in real time and this has paved the way for the return of “Google Bombing”. That’s where Generative Engine Optimisation (GEO) comes in, helping you work with these changes rather than against them.
At Ignite Search, we view this shift as an opportunity, not a threat. The goal isn’t to panic about unpredictable results but to understand the signals driving them and use them to your advantage.
What Exactly Is Google Bombing?
Google Bombing happens when online users collectively link a keyword or phrase with a person, brand, or topic. It isn’t inherently positive or negative, it’s simply a reflection of how people engage online.
Back in 2018, Google’s CEO, Sundar Pichai, explained this perfectly when he reportedly said “Google stores billions of pages in its index, takes the keyword, matches it against the pages and then ranks them… Things like relevance, freshness, popularity, how other people are using it, play a part in how items are ranked so that, at any given time, that rank will show the best results for the Google search”. There was no bias, no human interference, the algorithm was simply mirroring user behaviour.
For businesses, these shifts can create different outcomes:
- If lots of people connect your brand to “best gelato in Sydney”, that’s a positive Google Bomb.
- If a viral meme ties your name to a trending Gen Alpha phrase like “GOAT”, “Sigma”, or “Brat”, it can be highly impactful to a particular market.
- If negative keywords dominate e.g. “The Worst Australian” (a nickname linked to ‘The West Australian’ Newspaper for perceived biased front page reporting), unwanted associations can appear, but there are proactive ways to balance that narrative.
This is where Ignite Search steps in: we don’t just monitor trends; we help you shape them.
The Impacts of Google Bombing
Google Bombing can drive both positive and negative results, but in either case, it’s an opportunity to guide your digital reputation.
Positive Outcomes
- A local café starts trending as “best brunch in Melbourne” after a viral TikTok review or a celebrity endorsement.
- A clothing brand gains traction when users describe its designs as “GOAT-level fits” on Instagram.
- A startup earns credibility when its name is consistently mentioned in positive Reddit discussions for transparency and good will marketing.
Negative Outcomes
- A gelato shop suddenly ranks for “worst gelato in town” after a few harsh viral reviews or a recent change in brand strategy that did not hit the mark as intended.
- Jetstar often trends as “#shitstar” (a term coined by their Australian customers) on UGC forums, often after their customers publicly report a bad or unpleasant experience with the budget airline.
At Ignite Search, we help brands focus on opportunities instead of getting stuck on setbacks.
Top 3 Tips to Harness Google Bombing to Your Advantage
Google Bombing isn’t just something to watch, it’s something you can strategically influence. Here are three expert tips from Ignite Search to get ahead:
1. Proactively Monitor Trends and Mentions
Use tools like Google Alerts, Brandwatch, or Talkwalker to track keywords associated with your brand. Spotting early shifts in language around your business lets you respond quickly and maintain control over your reputation.
2. Create Content That Amplifies Positive Associations
When a trending keyword or phrase starts linking to your brand, whether it’s “GOAT,” “Sigma,” or “best brunch”, lean into it. Produce blogs, videos, and social content reinforcing those positive narratives to guide search engines and user perceptions.
3. Diversify Your Digital Presence
Don’t leave your brand vulnerable by relying on a single platform. Secure your business handles, create supporting microsites, and optimise your content for GEO. The broader your digital footprint, the easier it is to influence how algorithms connect your name to trending searches.
GEO in the New Search Era
As AI-powered search tools like ChatGPT, Bard, and Bing Copilot grow in influence, user-generated signals matter more than ever. Reddit threads, TikTok hashtags, and WeChat conversations now play a direct role in shaping visibility.
With the right GEO strategy, Ignite Search ensures your brand is part of the right conversations and accurately represented across platforms.
Ready to Turn Search Signals Into Growth?
At Ignite Search, we help businesses shape their digital narrative with GEO strategies designed for today’s search environment.
Book a free consultation to:
- Audit your current search associations
- Identify opportunities for positive positioning
- Build a proactive strategy to guide visibility
Because at the end of the day, Ignite Search transforms your company’s vision into results.
