CkEditor button bbcode replacement

Thinking about what to do with some bbcode from a 34X site after it eventually moves to IPS4. Playing with my v4 site I can *almost* get a custom button to do what the bbcode did, but not quite. 

In bbcode I just wrapped a word in the code and it spit out some text with the selection formatted as a search query.  I created an editor button but to recreate the effect requires {content} to appear twice in code:

<a href="http://www.google.com/search?q={content}">{content}</a>

However it fails, like so (this is what appears in the post box:

">{content}

If I replace the quotes with single quotes I get a less broken appearing result, but it's merely linked to google without the query string.

{content}

If I set the button to work with 'option' it will work, but requires more steps: typing and then highlighting the intended search phrase, then retyping it again or pasting it into the option popup.

<a href="http://www.google.com/search?q={option}">{content}</a>

A bit cumbersome and nonintuitive for users. It does create a working query link, at least.

Any way to get it working without using the option popup?