As search engines continue to improve their results and learn what we're actually searching for, we keep getting more specific with our queries. Now we use long strings of keywords in natural language phrasing (like "dermatologist in New York City who takes Cigna") and even ask actual questions ("Where's the nearest emergency room?"). And we bring this expectation for answers wherever we go. So whether we're typing into Google, asking Alexa a question, or searching on a brand's website, we're using phrasing that increasingly resembles the questions we'd ask a person - and we're expecting the machines to answer accordingly.