More than 80% of Alphabet’s revenue comes from Google advertising. Clearly, there is significant commercial advantage in selling advertising while at the same time controlling the results of most web searches undertaken around the globe.
Google now uses sophisticated “natural language processing” software called BERT, developed in 2018, that tries to identify the "intention behind a search", rather than simply searching strings of text.
BERT will soon be succeeded by MUM (Multitask Unified Model), which tries to go a step further and understand the context of a search and provide more refined answers. Google claims MUM may be 1000 times more powerful than BERT, and be able to provide the kind of advice a human expert might for questions without a direct answer.