Google is an interested animal. I play it like a violin, but it takes practice. The key to using Google to your advantage lies in selecting and posting phrases. Unique phrases. Ehr-ee-body plays in keywords. Phrases, however, are ownable. To start, find what you feel is a meme-able phrase and post it to your site. Then post it again at a later date. Basically, plant it in web soil.
The longer the phrase the better, but you can accomplish success with even a few words.
Google the phrase one claim three proof planks, it comes up What’s The Idea?. Before the phrase resolved to me. I’d have to put it in quotes: “One claim three proof planks.” Before creating gravitational (Googitational?) pull on the phrase, it was likely highjacked by the term “planking,” the core exercise that was so hot for a while. Today the phrase is mine sans quotes.
The more obscure the phrase, the more likely it will come to you. It can even resolve to you very quickly.
Google Campaigns come and go a powerful brand idea is indelible. See?
Now meme on. Peace.