Basic NLP starts with simple techniques like stemming, synonyms, typo correction etc. But many users expect more, e.g. contextual disambiguation or broader synonym/similarity resolution. These users would see a search engine as dysfunctional if it could not even find pages in which a plural form or a spelling variation of a query term occurs.
However, there is an inherent contradiction to those users who want to find a specific string. Google, Bing and others apply complex algorithms ("weird Black Box AI") in order to interpret the user intent and the meaning of web pages in order to optimize towards the majority of internet users. To some degree, they do try to also serve users of (large enough) minority use cases in which the user feels like they knew exactly what words (strings) they were looking for. But again, the different use cases pose contradictory interests that are probably not resolvable in a "general purpose" approach.