No SERPs contains my keyword phrase

[KAN-Malmo]

Hi! I have a question that is the best described by an concrete example: When I use Google UK and search for a keyword "wood floor" why the top 100 search results show pages for "wood flooring" instead? Is it because that keyword is simply more popular and pages are in general better optimized for "flooring"?

[ChrisAshton]

To answer your question directly before I explain, I believe it's a combination of Google not really caring about the exact words you use and the strongest sites in this vertical using "flooring".

The easiest way to think about keywords these days is in terms of "themes" rather than individual words. I just tried this in Google AU and the result is actually quite an interesting demonstration of search themes because I've got results ranging from Wood Floor Solutions to Timber Flooring and even Hardwood Floor.

Here's my understanding of what we're seeing here: Google isn't all that interested in exact-match these days and instead tries to determine your intent and offer what it believes to be the most qualified results for that intent.

For this particular search phrase, it's assuming that rather than wanting to see pictures of a wood floor, you're likely actually looking for information on some kind of wooden flooring options. So, that's what you've been given; the strongest websites in your local area that offer various forms of wooden flooring, paying no attention to the phrasing of the topic.

Much like the clips from College Humour, If Google Was a Guy, if you were to walk up to someone on the street and ask for "wood floor", they're going to point you to the closest flooring expert(s) they know. This is basically how Google connects the dots these days too, albeit a grossly oversimplified explanation.