Moving goalposts is a familiar sporting analogy often applied to the world of SEO. You take aim, prepare to kick, only to find that Google has moved the target. With the continuing development of semantic search Google is not only moving the posts to a completely different pitch, the rules of the game you’re playing could be fundamentally changing too.
In the old world of SEO, keyword data was critical. Trying to identify the exact terms that the people you wanted to be found by were most likely to type, and then getting your site to rank as highly as possible for those terms was the name of the game. The development of semantic search is moving us to a world where the exact search terms we use matters less, and the context and intent behind our question matters more.