Fender is a brand of musical equipment and also another word for the bumper of a car. A straight relation between "fender" and "music" is a trivial expansion b

Fender is a brand of musical equipment and also another word for the bumper of a car. A straight relation between "fender" and "music" is a trivial expansion but it can become complex very quickly. You can expand from "fender" as a keyword and also as a brand. If you are in the business of selling musical equipment, you may have sold certain result placements to a competing brand like yamaha. In this case, a search for "fender" should produce results that match "music", "guitar", fender products, etc... but yamaha, as a paying advertiser, still expects yamaha products to have a prominent ranking. I would agree that it's counter-intuitive. If I search for fender, I want fender products. However, that is not the only reality and it's the complexity associated to these edge cases that defines what modern search engines can do.