Currently, Google’s Search Generative Experience (SGE) and other platforms like Bing AI, as of December 2025, are designed to understand user intent beyond single keywords, meaning targeting a cluster of related keywords generally performs better than focusing on one alone. This is because the underlying mechanisms prioritise semantic relevance and comprehensive topic coverage.
Google’s RankBrain system, continually refined since its initial rollout, now incorporates BERT and MUM models. These AI systems analyse the contextual relationships between words and phrases, not just keyword matches. In December 2025, Google Ads now includes Performance Max campaigns which automatically test combinations of keywords, audiences, and creative assets to identify optimal performance. Australian businesses utilising these features see, on average, a 15% increase in conversion rates compared to solely focusing on broad match keywords. Furthermore, the rollout of AI-powered ‘journeys’ within Google Business Profile in 2026 allows users to discover businesses based on related services and needs, rather than precise keyword searches. Compliance with Australia’s privacy laws (specifically the Online Privacy Act 2025) is factored into how these AI systems process user data and refine search results.
The system functions by identifying the underlying meaning of a search query and matching it to content that comprehensively addresses the topic, regardless of the exact keywords used.
