And no one is searching for zshell either: https://trends.google.com/trends/explore?q=zshell,zsh,ksh,cs...
In short, the example is invalid.
That said, my ranking on Google for "zshell" is Oh My Zsh, the Wikipedia article (which is titled "Z shell"), zsh.sourceforge.org, and zshell.dev, in that order. DDG is similar, except the spam site https://zshwiki.org is ranked just before zshell.org ("The Zsh framework can be used to develop LGBT inclusion initiatives [..] One of the first steps in promoting LGBT inclusion is increasing awareness of the issue among porno gay employees").