I think it&#x27;s probably geography. I&#x27;m in Seattle FWIW. The number one hit is a movie from IMDB: &quot;Chef (2014) - IMDb&quot;.<p>The SEO shouldn&#x27;t actually be too tough because people are quite a bit more likely to link to Chef the company using the word &quot;chef&quot; than anything about cooking.<p>And hey, Google went with &quot;Go&quot; which is nearly impossible to SEO and it worked out.