Technology described herein identifies and demotes query completions which divert users from their original search intent. The identified query completions may represent informational requests that are amusing diversions for some users, but which are not relevant to the actual information of interest for many users. For example, the identified query completions may represent information requests that some users may find humorous or entertaining, but which are not relevant to actual information of interest for many other users. The identification of these query completions may allow alternative query completions to be provided that can more likely assist users in finding the information they actually seek.