Earlier quoted context omitted.
It's a bit of both. The company I work at has a pretty big SEO department, and it's definitely frustrating how they're able to game web search. But also last week I was trying to Google something about earbuds (I don't even remember what exactly), and searching for ("earbuds" -headphones) still brings up headphones as a bolded result because of how aggressively it tries to use synonyms. Edit: just remembered a better…
> because of how aggressively it tries to use synonyms That's a double edged sword. One of the main reasons regular people fail to find stuff on Google, or at least failed in the past, was that you'd need to be a walking thesaurus to do it effectively (which techies generally are, for example). They needed to help the less educated, too.
A cool example I read recently noted that the English word "son" has two different meanings in Spanish: son, a conjugation of the verb ser, to be, and son, relating to sound and music.
Edit: as an aside, I just did a search for son and the first page was almost entirely about the recent horror movie, with one hit for the Korean footballer Heung-min Son