Listening to local radio (KFOG) on the way into work this morning, the DJ mentions that all archives of the show can be "found by Googling 'fog files' or by going to (url/directory I've already forgotten)."
Well done. Much easier for my brain to remember a keyword search than trying to remember and then entering the damn URL (Google finally capitalized on this with the dual-purpose URL bar in their Chrome browser).
I've seen this pattern before. Japan has such verbose URLs, and with seemingly arbitrary application of the country-code extension for many sites (example: asahi.com vs asahi.co.jp) that many marketeers have simply gone to a model where they show a screenshot of the search term that will generate the desired page:
I haven't noticed this pattern in print ads in the U.S., but radio seems like a natural application for the 'Google this term' message, since the listener's attention span is much shorter and there is no 'rewind' to hear an url repeated.
Is there room here for black hat SEO sophistry against terms like this? Possibly, but I can't think of a scenario where it would be worth the effort/expense to game something on a local level, and certainly any Coke, Apple, or Budweiser has enough brand and page-rank mojo to ward off evil-doers.
So maybe there's still hope for the folks at Dillon Edwards...