Then this is what you should point out. In this case the file names in your promo visualization should NOT contain the search keyword.

So if a search for "fashion upcycling" also returns "case_study_on_how_to_turn_PET_into_clothings.docx", then that's a great USP, and that is what you should point out in your pitch and visualization.

This is because in real life most people already fail at finding good search terms. Many people are not even able to come up with a collection of words to put into the google search box. And the word(s) they may choose could be too specific, or not specific enough. So any kind of "unsharp" search is helping those kind of users.