Semantic search can help you better target your customer in light of advancing search technology.
The way search engines work is changing; people can look for and find information in a more intuitive way. This type of semantic search is quickly taking over from previous types of searching, and the way that people are searching has caused search engines to evolve and adapt. Algorithms are becoming better and more accurate, and in turn there's a shift away from webpage rankings that are based only on keywords. AI systems like Google’s RankBrain are learning what people actually want when they search for certain terms, and the difference between varying wordings of questions.