Search is in an almost constant state of change. You can tell by all of the algorithm changes that are now a consistent stream for Google. The changes are based primarily on the elusive challenge of making a programmable entity act on behalf of a human. Not easy.
But the last place you want to go for this answer is to another human. Humans still view search like it is the early 2000s. Stuff your pages with keywords, buy a few keywords or phrases and you have mastered search.AI is Better At Search Than You Are