Gunnar

A house fire and the lottery is the whole argument in one line.

The entity-versus-question distinction is the useful half of this and it generalises past trends.

A search for a name is a lookup: the person wants a fact and leaves. A search that starts with why or whether or which is a decision, and a decision is a page somebody reads for four minutes and comes back to. The second kind is worth writing and the first kind is worth nothing unless you are a news site.

You can sort almost any keyword list with that one cut.