Who, What, Why: What is 'ungoogleable'?

The word "ungoogleable" has been removed from a list of new Swedish words after a trademark spat. But it raises the question of what can and can't be found with a search engine.
http://www.bbc.co.uk/news/magazine-21956743
For some, it seems, being ungoogleable is an unfortunate state of affairs. For others, the ignorance of Google's algorithms is bliss.

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