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Related Search Keywords Removed
First Major Change in Eight Years Since Real-Time Search Was Axed
Daum Moves to Restore Real-Time Search
Source: Provided by Naver
Naver said it will discontinue its related-search keyword feature after 19 years. Introduced in 2007, the tool’s retirement drew disappointment from long-time users. The move — coming eight years after the company ended its real-time search list — has renewed interest in what’s driving the change.
Industry analysts point to Naver’s shift toward artificial intelligence. As the company expands its AI business, the practical need for a separate related-search feature has diminished. Last September, Naver rolled out an AI-powered “search term suggestion” service.
Source: Depositphotos
Linked Searches Caused Headaches During Elections
AI Briefing Adoption Also Rises
Naver has repeatedly grappled with manipulation of related-search terms during election seasons. A feature intended to make searching easier was repeatedly exploited, and the company temporarily suspended the service at times to rein it in.
The latest change lets Naver streamline overlapping services and aim for a more consistent search experience. By the end of last year, its AI Briefing feature had reached about 20% adoption, a figure the company cited in deciding to concentrate resources on AI-driven search tools.
Source: Depositphotos
A Portal-Era Icon
Negative User Reaction
Company officials described related-search keywords as a symbolic relic of the portal era. Naver frames the move as part of a broader “search paradigm shift,” saying it will use AI to extract more precise insights from the data it has gathered and to hold on to its position in the search market.
Still, backlash among users has been vocal. One commenter asked, “Why does the search box need AI? I wish they’d just leave it as a plain search box.” Another said Naver once dominated the domestic market by manually managing search terms and added that the company seems to have “lost its way.”
Source: Provided by Naver
Late to the AI Fight
Raises Concerns About Media Control
Global tech players such as Google and OpenAI are already locked in fierce competition over generative AI search. Observers say Naver’s push into the space comes later than many rivals.
The debate over media manipulation, which eased after real-time lists were discontinued, risks shifting toward broader concerns about editorial control. Critics warn that a decision intended to curb opinion distortion could instead fragment public discourse and concentrate control over what users see.
Source: Architectural and Urban Policy Information Center website
Daum Brings Back Real-Time Search
Concerns Over Fragmented Public Opinion
In response, rival portal Daum revived its real-time search feature under the name Real-Time Trends after a six-year hiatus. The company added safeguards intended to block repeated queries and bot-driven automation to prevent past abuses.
Critics warn that removing related-search links — once a bridge between pieces of information — pushes users toward a closed, algorithm-driven consumption model. Narrowing the public square around specific keywords and relying on AI-filtered content could reduce the diversity and accessibility of information that portals are expected to provide.
At the same time, the split in strategy between Naver and competitors that emphasize the value of real-time search may become a turning point in the portal market. The key question for the future of Korea’s search ecosystem is which approach — Naver’s efficiency-driven, AI-first model or Daum’s bid to restore real-time trends — will actually deliver a better user experience.
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