You say “Semoogle”, I say “Goomantics”. Two made up words; one meaning. Map the terms to one another, and associations to one can be related to the other. Do that within the house that Google built, and you can really traverse the knowledge graph (that was MetaWeb’s Freebase).
Keyword matching is just part of what happens inside the Google machine – and more and more, sense is discerned from context – in aligning content (search results or ads) with the searcher’s intent (their meaning, in terms of identifiable entities and relationships).
Read more, from a Mashable interview with Google’s Amit Singhal 
- Lexxe challenges search engines (theinformativereport.com)
- Google Gets Semantic (informationweek.com)
- Wake Up SEOs, the New Google is Here (seomoz.org)
- Google Acquires Metaweb – Smarter Searches? (googletutor.com)
- Search Engine Algorithms & Research (firstrate.co.nz)
- Semantic search engines… (whatisprymas.wordpress.com)
- Silk – weaves a path through the semantic web. (webdistortion.com)