That’s ogooglebar! If you’ve had recent conversations with your Swedish friends, you may have heard this term. In fact, it’s become so commonly used in Sweden that the Swedish Language Council planned to officially add it to the Swedish language. The English translation basically means ungoogleable, something that you can’t find through the use of a search engine. With our ever increasing reliance on internet searches it’s a useful term, but it is also a term that Google wants to make sure is handled with appropriate care. That’s why Google’s trademark attorneys recently contacted the Language Council asking them to reference Google’s status as a registered trademark and to change the definition from all search engines to Google specifically. This was not a vanity move by Google, but rather a move to protect their trademark registration.
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