Originally Google’s results were only in response to the user’s explicit search query. However, as Google shifts towards increasingly personalised results, other factors such as the user’s location, social profiles, device and search history are affecting the SERPs. This means Google is being less reliant on the specific search query and taking these other factors into account to hopefully give users more relevant results.
Will Critchlow predicts users will become accustomed to this style of searching and start to enter less specific queries as they expect Google to know some of the relevant information. Will also forecasts Google will continue to move toward a more intuitive approach to fulfilling user needs.
It’s important for SEOs to be aware of the different ways people are searching and the new ways Google are compiling it’s results.