Systems and methods are presented for improved authentication and risk analysis processes using search engine technology. In one potential implementation, an authorization request message is received at a payment processing network as part of a transaction between a user and a merchant. The payment processing network analyzes risk based on a search history associated with the user involved in the transaction with the merchant. A response to the authentication request is made based in part on the risk associated with the user search history. In further embodiments, a user registers with a search engine as part of a service for improved authentication, where the user accepts privacy settings allowing storage of search and transaction data by a search engine server. The search engine server passes search and transaction data to a risk analysis server for creation of risk parameters which may be used to authenticate transactions.