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You've likely seen predictive text suggestions or autocomplete suggestions when running a search. In some cases, these just make it faster and easier to type what you were going to type anyway. If you are looking for concert tickets, for instance, the device will likely suggest "tickets" as soon as you type "concert". You can choose that suggestion to save time and run an instant search.
Google searches in 2021 are often framed around questions, phrases and other uses of "natural language" to get a result. In other words, users aren't typing in keyword strings. They're quickly writing out phrases or asking complete sentences as they search for an answer. This has become more common with the rise of voice searches, such as those performed on smartphones or on Alexa-enabled devices. It is far faster for most people to hold down one button on the side of the phone and then simply state their question out loud, which almost always leads to a more natural style of phrasing than typing in a string of keywords.
If you ever wonder how it's possible to choose keywords that users are going to search for, consider the fact that the majority of searches are just repeats. In fact, some estimates state that merely 20% of searches, or one out of every five, are actually new. It could be as low as 16%. Generally, people are searching for the same things that others have already searched for -- perhaps millions of times. Often, they're searching for things that they themselves have already searched in the past.
The pandemic closed businesses and kept people home in many parts of the United States last year, and online shopping saw a huge and predictable boom as a result. While many companies floundered, places like Amazon had to hire more drivers and workers to make all of their deliveries on time. While the overall trend of online shopping has always been rising, and it's moved from a novelty to the main way that some people shop, this boom was especially notable. Many companies expanded their websites, focused on online options, updated their SEO and engaged with customers through social media.
One issue with social media marketing is that people often find their return on investment (ROI) harder to measure than they'd like. Sure, if someone clicks through an ad and makes a purchase, you know it works. But what if they click the ad and don't buy anything, only to buy your product in a physical store the next time they're shopping? Your ad still worked and created that sale, but this type of statistic can slip through the cracks. This can make it hard to look at the raw numbers and see if your social media campaign is working.