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Google has taken another step into filtering and purifying search results for a user. It is no longer trying to just search a single keyword/query for you; it is trying to have a conversation with you.

Correlation has started to play a huge role in Google’s search results. Google has already started giving less importance to keywords in domain names and URLs and it will soon start penalizing websites who just stuff keywords in their site to rank higher on SERPs. According to a study by searchmetrics, keyword in URL/Domain name has negative correlation. A negative correlation is a relationship which means that as the value of one variable increases, the value of other decreases.

Now coming to the main point; why is there a thought that keywords are dead? Check out this example:

I recently performed a voice search on Google for “Watches”. This was the result:

Notice how comes on the top. After going through a couple of links, I thought I’ll visit the Amazon website and check out the watches there. So, I did a Voice Search for “Amazon”. I was amazed to see the result.

The top result was directly for the watches pages on Amazon website. Google automatically searched “Amazon watches” when I searched for “Watches” and then “Amazon” in 2 different queries.

What Google did here for me was, it automatically created a relation between my last search and this search i.e “Watches” and “Amazon”. And since “Watches” and “Amazon” have a pretty good correlation, Google directly showed me links to the page which contains watches on Amazon.

Note: These search query correlation does not affect the ads. It only affects the Organic search results.

The second search query was “Amazon”, not “Amazon Watches”, and hence the ad that appeared on the SERP was for Amazon. The actual ad that comes when you search for “Amazon Watches” is this:

See the difference? That’s all because of the importance given to correlation in organic search results. Google no longer wants to give you results for your queries; it wants to have a conversation with you.

Note: This feature is only available on Voice search.

Another example proving the same fact:

Voice search on Google for “Lionel Messi”.

Next, search “Who is his wife”. See the result for yourself. Enjoy conversing!