I am seeing synonyms for search terms boldfaced in the serps... see: http://72.14.203.104/search?q=cookbook+bookstore Notice results 4 & 6 - the word bookshop is bolded. http://72.14.203.104/search?q=cookbook+"bookstore" removes those sites. The average user would not use quotes, I was looking for sites using those 2 terms. Neither of those two have those words in the page, the cache states that bookstore is found only in links pointing to them. Also note that searching on cookbook bookshop does not seem to do the same to bookstore, but does for the term books. Any idea of when this started, and why?