SEO Glossary: Noogler


In a nutshell: What is a Noogler?

New Google employees are referred to as Nooglers during the first few weeks of their employment. A comprehensive onboarding program has been developed especially for Nooglers to help them adapt to their new employer and establish contacts with their colleagues. Among other things, Google hopes that Nooglers will provide the company with fresh impetus and creative ideas in the development and optimization of its own products (e.g. search engine, SEO tools) as well as in other areas of day-to-day work.

Term clarifies atmosphere at Google

The term "Noogler" is a neologism made up of the words "New" and "Googler". "Googler" is the regular term for all employees at Google. The Noogler is therefore a new employee. The amusing and charming choice of the term "Noogler" for new employees at Google suggests a relaxed and friendly atmosphere at the major US corporation.


The information on how Nooglers experience their first days and weeks during onboarding at Google also leaves a positive impression of the work, the working environment and the colleagues at the new employer:


  • Every Noogler is assigned an experienced Googler who shows them around the company and shows them around the branch on their first day of work.
  • Nooglers gain an in-depth impression of the company and its values at meetings on corporate culture and organizational structure as well as at other events.
  • In order to promote individual training, Noogler receives access to personal courses at work level in addition to courses at company level.
  • Nooglers are given a light introductory project for the first two weeks, in which they show that they are able to successfully apply what they have learned during onboarding.
  • Google is trying to encourage all employees to show each other around the building during video calls in order to get to know their colleagues better.


Apart from these fundamentally positive aspects of the Noogler onboarding experience, there are some potentially controversial points. For example, the fact that all Nooglers have to wear a Noogler cap with a propeller during their first week at Google could be interpreted negatively.


However, the cap is by no means a source of amusement. Rather, it is a feature by which Nooglers are recognized by their colleagues in the company, whereupon they receive a lot of attention and support at work. In addition, all Nooglers without exception wear the cap, which creates a sense of community among the new employees. The cap with the propeller is therefore a factor that contributes to the success of onboarding.


The positive experiences that Noogler has had during the onboarding process at Google are confirmed by comparison and evaluation platforms. For example Data on Comparablyshows that 77% of new employees at Google have had a positive onboarding experience. 74% say they even had helpful contact with management within their first 90 days at the company. Such positive figures confirm the massive success of Google's onboarding compared to the competition.


Noogler's contribution to the work on search engine optimization

Google is by far the most important search engine in online marketing. In order to achieve the highest rankings in the search engine and thus have more visibility and traffic on their website, companies invest a large part of their budget in search engine optimization (SEO). In view of the enormous relevance of SEO, it is interesting to shed light on the contribution that nooglers make to search engine work.


First of all, it should be said that Nooglers work in almost all areas in which experienced Googlers are active. This also includes work on the US corporation's search engine. If you now consider that Google will have earned over 57% of its total revenue from its search engine in 2023, it becomes clear that an immense amount of work in the large corporation is dedicated to optimizing the search engine and Googlebot.


When working on the search engine and all associated tasks, Nooglers provide new and fresh ideas that established Google employees may not come up with. Nooglers can, for example, contribute creative approaches from their studies or previous work at competitor companies. Overall, Nooglers work with their colleagues in the following areas related to SEO:


  • Optimization of algorithms for accurate search results and to improve the user experience (UX)
  • Creation and updating of guidelines for webmasters
  • Improvement of Google's functions and offers based on the analysis of user behavior
  • Development and optimization of SEO tools (e.g. Google Keyword Planner, Google Analytics)


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Advantages and disadvantages of the Noogler

Nooglers contribute new ideas and working methods to the company. As a result, they make potentially helpful contributions to Google's success, particularly in the innovation process and in solving problems. Nooglers prove to be highly adaptable due to their mostly young age and/or their enthusiasm for working in a renowned company like Google. Thanks to their adaptability, they are happy to take on challenges and often get on well with their colleagues. They also adapt to regular changes in work processes and working environments and play a decisive role in shaping them. Another advantage: Nooglers make for good press. Google wants to present itself as a company that welcomes new employees as part of a high-quality onboarding process and offers them the chance of a promising career.


The main disadvantages of nooglers are the demanding onboarding process and the risk of failing to adapt to the company. As far as induction is concerned, Google has developed a comprehensive onboarding process that has been in place for over a decade and is constantly being optimized. Due to the high-quality and long-established onboarding process, the disadvantage of the demanding induction process is extremely small. In this respect, Google has an advantage over many other companies that struggle to train new employees. What remains as a possible disadvantage for Nooglers is the risk of non-adaptation. Nooglers in particular, who are not fresh out of university and have perhaps already worked in other companies for several years, could have problems with the relaxed atmosphere or the frequent changes in work processes.


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Conclusion: What is a Noogler?

A Noogler is a new employee at Google who goes through an extensive onboarding program in the first few weeks of employment. As part of this program, the Noogler gets to know the company, its values and working methods, their colleagues and many other aspects of working at Google. Nooglers contribute new ideas and creative solutions to search engine optimization and other areas of daily work. Although most Nooglers enjoy benefits and are happy to adapt to the company, a small proportion of Nooglers run the risk of not adapting to the company.

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