true_INFP - 1:22 pm on Aug 22, 2010 (gmt 0)

I just did a Google search for "Webmaster World" (without quotes), and it has the first five positions.

And each of the last three is about Google:

www.webmasterworld.com/google/
www.webmasterworld.com/google_archive/
www.webmasterworld.com/forum89/ (Google AdSense)

I think I see one thing in this search that I also noticed in their "exhibitions at amnh" example: They return URLs of pages about famous names and brands (Darwin, Einstein, Google) that are on the site of the less famous -- but still relatively well-known -- brand you searched for (WebmasterWorld, AMNH).

The SERPs for the "Webmaster World" search (without quotes) actually prove it's not really about any user intent, but about "sub-hosted" stronger brands.