A search engine will return results based on a web site’s contents, not the name of the club. You could call the club “Wally's Fast Car Emporium” and as long as the content and structure of the site contains references to Crossfires, and it is machine readable, you’ll get found.

The trick with SEO (search engine optimisation) is to get links in from other sites which are also about Crossfires, which improves the overall result ranking. However, Uncle Bert’s web page about Crossfires linking to the site will score less than Chrysler linking to it. This is how Google operates, and no doubt others do too (search engines are notoriously secretive about how their algorithms work).

With web sites, content is king.