Hissingsid - 7:22 am on Apr 3, 2012 (gmt 0)
Google on the other hand thinks if somebody does a search for 'insects', then an appropriate result would be a site exclusively about grasshoppers or ladybugs...which is nonsense.
I agree. There is something going on related to broad match, phrase match and session based match. Google is trying to guess what you are looking for.
Its a bit like semantics "word association football" (qu Monty Python's).
There's some other semantics stuff going on as well in my niche. The big $ keyword terms serps have been invaded by exact keyword match relatively new sites with 100 backlinks for paid directory networks.