http://searchengineland.com/meet-rankbrain-google-search-results-234386 Google is implementing an AI known as RankBrain to intemperate WHAT a searcher's query is REALLY looking for. Its only handling 15% of searches now, but it no longer displays results simply based on matching keywords. It tries to guess INTENT, and may deliver pages that completely ignore the keywords searched and instead deliver content on the topic of the search term. This also tells me that Google is gaining ground on the ability of "reading" content and getting an exact meaning of it without needing specific key phrases. So stuffing your iphone repair site with the term "iphone repairs online" in an attempt to gain rank in that term you may miss out while the searcher is delivered to a page that is about "fixing broken 6s screens" instead. This could be a step toward being able to judge, based on a search term, the INTENT of the searcher and therefore the likelihood of their being a conversion. This would allow Google to give the "good" traffic to more reputable sites while giving the "unprofitable" traffic to the other sites. This would continue Google's trend of uncoupling the importance of RANK and IMPRESSIONS to ecommerce sites, and makes traffic QUALITY the golden goose.