Key Words
The words that you use in a simple google search seems very simple, but it is in fact not. Even something as simple as misspelling a word could completely change the search results that google shows you. Websites are ranked on something called adrank which determines how high the website will display them.
The flip side of this is that websites can choose words that they do not want to pop up for. This could be for reasons such as they believe that they do not provide the best price for this specific topic or it is not related to what they provide.
