Google's strength lies in (and always has been in) the tail and ambiguous queries. Everyone can get the query "facebook" right; try the query "how to disassemble tile" on Google[1] and Yahoo[2] or Bing[3]. Google knows the difference between "tile" (the gadget) and "tiles".
[1] https://www.google.com/#safe=off&q=how+to+disassemble+tile
[2] https://search.yahoo.com/search?p=how+to+disassemble+tile&fr...