As Google has evolved from a simple question and answer engine into a service that can utilize machine-learning to provide the best solution for a users’ needs (especially with the introduction of RankBrain), the practice of search engine optimization has to move away from single-keyword applications into focusing on the whole user experience.
Shifting away from rudimentary questions like “Is my keyword on the page?” and “Am I ranking number one for ‘X’?” has put much more of a focus on what really matters to eCommerce retailers — being seen, getting clicks, and making money.