When it is designed to be conversational, wouldn't the company run out of easy to remember keywords at some point? Or should they keep reusing the keywords whenever they update the resource?
It depends on each company, for example let’s say you have a link to a holiday party, you can create go/holidayparty and update that every year to the new page, or use go/holidayparty2019, go/holidayparty2020, ideally, you could update the links so that they are more relevant to the current time that they are being used.