In simple terms, Google rankings are based on how many inbound links from other sites a web site receives.  If a site has a lot of inbound links it is then thought to be a pretty good resource so it should rank well on keyword searches relevant to your site.  Moreover, Google places a tremendous amount of emphasis if a site has inbound links from sites they think are authorities (examples would be the NY Times, CNN.com, etc).  Another analogy someone once told me is to think of web sites as being in high school and you want as many inbound links from senior sites.  Just think back to when you were a freshman and really wanted to be friends with the popular seniors.  In many respects this is how the web works. In search engine industry terms we call getting an inbound link from a popular (senior site) link juice.   

The Super Bowl is one of the few TV events where people actually look forward to commercials, although now we can view these Super Bowl ads them without even watching the game.  I will get to that in a second.  The Super Bowl is the largest audience any advertiser can get in front of during any given moment of the year.  The question to be raised though is it still worth it with online advertising the preferred method for advertises?