Search engine optimization or SEO is the name of the game for all business oriented people and advertising. Google is the number when it comes to SEO and now they have developed and released onto their Search page a whole new type of search engine function. It's called BERT which is short for Bidirectional Encoder Representations from Transformers. What BERTs' stated objective is to surface helpful information from the web, no matter how you spell or combine the words in your query. From the google designers pdf <https://arxiv.org/pdf/1810.04805.pdf> "BERT is designed to pretrain deep bidirectional representations from unlabeled text by jointly conditioning on both left and right context in all layers."  In other words, for complex searchs, BERT will look both left and right in your search statement, to find the best possible results for each search. And with Googles latest advancements from their research team in the science of language understanding--made possible by machine learning--they’re making a significant improvement to how they understand queries, representing the biggest leap forward in the past five years, and one of the biggest leaps forward in the history of Search. 

Now, this is only the roll out of bert so they are still working to perfect it, but this new technology is definately going to change the whole scope of the search engine industry!

Rani Horev offers a great overview of BERT on medium https://towardsdatascience.com/bert-explained-state-of-the-art-language-model-for-nlp-f8b21a9b6270

always,

Rick