Browse Definitions:


Contributor(s): Ivy Wigmore

Counter-Googling is the use of the search engine to find information about the party that would traditionally be the searcher, such as a potential customer, by a party that would ordinarily be the subject of the search, such as a business. 

Common applications of counter-Googling include an organization researching a potential new hire, a business researching an existing customer to improve service and a marketer researching a potential customer to provide better personalization and/or more precisely targeted offerings. The potential of counter-Googling to provide useful information has increased in recent years as there is more and more personal data online about more and more people. 

In the context of employee recruitment, hirers can use social networking sites and general web searches to yield useful information about job candidates. That information might include not only details that will help determine whether the person is a good fit but also information that could help determine the best position for them within the organization and the types of incentive and management tactics that are likely to be effective for them, among other possibilities. 

In the context of customer experience management (CEM) a hotel representative might, for example, discover through a new guest's Twitter or LinkedIn profile that he was an avid hiker and leave guides to local trails in the guest room. 

For marketing, counter-Googling can enable offers that target the individual rather than their general demographic. However, because counter-Googling is somewhat labor-intensive, it would not be worthwhile for general marketing efforts. 

This was last updated in October 2014

Continue Reading About counter-Googling

Join the conversation

1 comment

Send me notifications when other members comment.

By submitting you agree to receive email from TechTarget and its partners. If you reside outside of the United States, you consent to having your personal data transferred to and processed in the United States. Privacy

Please create a username to comment.

Any smart company is using counter-Googling (or similar strategies via social media) these days to learn more about their potential customers.  


File Extensions and File Formats

Powered by:


  • smart contract

    A smart contract, also known as a cryptocontract, is a computer program that directly controls the transfer of digital currencies...

  • risk map (risk heat map)

    A risk map, also known as a risk heat map, is a data visualization tool for communicating specific risks an organization faces. A...

  • internal audit (IA)

    An internal audit (IA) is an organizational initiative to monitor and analyze its own business operations in order to determine ...


  • evil maid attack

    An evil maid attack is a security exploit that targets a computing device that has been shut down and left unattended.  An evil ...

  • Common Body of Knowledge (CBK)

    In security, Common Body of Knowledge (CBK) is a comprehensive framework of all the relevant subjects a security professional ...

  • rootkit

    A rootkit is a program or, more often, a collection of software tools that gives a threat actor remote access to and control over...


  • value-based healthcare

    Value-based healthcare, also known as value-based care, is a payment model that rewards healthcare providers for providing ...

  • health informatics

    Health informatics is the practice of acquiring, studying and managing health data and applying medical concepts in conjunction ...

  • clinical trial

    A clinical trial, also known as a clinical research study, is a protocol to evaluate the effects and efficacy of experimental ...


  • crisis communication

    Crisis communication is a method of corresponding with people and organizations during a disruptive event to provide them with ...

  • Zerto

    Zerto is a storage software vendor that specializes in enterprise-class business continuity and disaster recovery in virtual and ...

  • crisis management plan (CMP)

    A crisis management plan (CMP) is a document that outlines the processes an organization will use to respond to a critical ...


  • cache memory

    Cache memory, also called CPU memory, is high-speed static random access memory (SRAM) that a computer microprocessor can access ...

  • RAID 10 (RAID 1+0)

    RAID 10, also known as RAID 1+0, is a RAID configuration that combines disk mirroring and disk striping to protect data.

  • Red Hat OpenStack Platform

    Red Hat OpenStack Platform is a commercially supported distribution of open source OpenStack software designed to build and ...


  • hybrid hard disk drive (HDD)

    A hybrid hard disk drive is an electromechanical spinning hard disk that contains some amount of NAND Flash memory.