As Google is getting smarter, it starts to understand content on sites better — thanks to a lot of developments in the natural language processing sphere, like BERT. It’s no longer just about the number of times a keyword pops on a page. It also takes into account the context of those keywords, like co-occurring terms and phrases, related words and synonyms. On top of that, as mentioned before, Google is able to understand queries of users better: it tries to determine what the search intent of the user is. Is he or she looking for a product or just information? Which pages fit that intent best?