Regular Expressions will be more optimal for a lot of people because of word boundaries \b or similar devices. Word boundaries occur when any of 0-9, a-z, A-Z, _ are on that side of the next match, or when an alphanumeric character connects to line or string end or beginning.
if (location.href.match(/(?:\b|_)franky(?:\b|_)))
If you use if(window.location.href.indexOf("sam"), you'll get matches for flotsam and same, among other words. tom would match tomato and tomorrow, without regex.
Making it case-sensitive is as simple as removing the i.
Further, adding other filters is as easy as 
if (location.href.match(/(?:\b|_)(?:franky|bob|billy|john|steve)(?:\b|_)/i))
Let's talk about (?:\b|_). RegEx typically defines _ as a word character so it doesn't cause a word boundary. We use this (?:\b|_) to deal with this. To see if it either finds \b or _ on either side of the string.
Other languages may need to use something like
if (location.href.match(/([^\wxxx]|^)(?:franky|bob|billy|john|steve)([^\wxxx]|$)/i))
//where xxx is a character representation (range or literal) of your language's alphanumeric characters.
All of this is easier than saying 
var x = location.href // just used to shorten the code
x.indexOf("-sam-") || x.indexOf("-sam.") || x.indexOf(" sam,") || x.indexOf("/sam")...
// and other comparisons to see if the url ends with it 
// more for other filters like frank and billy
Other languages' flavors of Regular Expressions support \p{L} but javascript does not, which would make the task of detecting foreign characters much easier. Something like [^\p{L}](filters|in|any|alphabet)[^\p{L}]