Content Analysis of Suicide-Related Online Portrayals: Changes in Contents Retrieved with Search Engines in the United States and Austria from 2013 to 2018

•Ongoing efforts to improve media conversations on suicide appear to be reflected in online contents in the United States and Austria.•A clear increase of suicide preventive aspects has been accompanied by a simultaneous increase in harmful characteristics, resulting in an increased polarization of online content.•This development requires counteraction in suicide preventive media work.