He called it the "Yoyo" technique[1]. It doesn't work very well anymore, because Google's results are all quirky these days (you don't actually get what you literally search for, but what Google guesses what you intend to find).
[1] http://www.searchlores.org/yoyo1.htm (try to read past the preachy anti-commercialism, he could get kind of hot about that--whether you agree or not, there's troves of knowledge to be gained from that site)
