Googling Boris

Google turned 21 the other day. According to a Google search, Boris Johnson is 55.

Is Boris Johnson really trying to game Google search results?
One theory is that Johnson is trying to downplay negative news coverage of events by seeding news stories into Google search results by using similar phrases and key terms that are more positive. For instance – the hypothesis goes – by saying he was the “model of restraint”, Johnson was attempting to divert attention from stories detailing his alleged affair with former model Jennifer Arcuri, which became less visible in search results for “Boris Johnson model”.

His speech in front of the police was meant to distract from reports that the police were called to the flat he shared with girlfriend Carrie Symonds following an alleged domestic dispute, while the kipper incident was meant to downplay connections with UKIP (whose supporters are called kippers). The claim about painting buses, finally, was supposedly intended to reframe search results about the contentious claim that the UK sends £350 million to Europe branded on the side of the Brexit campaign bus.

“It’s a really simple way of thinking about it, but at the end of the day it’s what a lot of SEO experts want to achieve,” says Jess Melia of Parallax, a Leeds-based company that identified the theory with Johnson’s claim to paint model buses.

But, as that article from Parallax goes on to explain, this could all be coincidental nonsense.

Boris Johnson: the unlikely SEO strategist
And yet, all that being said, perhaps we’re giving him too much credit here. Maybe, when questioned, he was merely grasping for something other than “running through a field of wheat”. Or maybe he was simply staring out of the window and saw a bus go past. Or perhaps he really does enjoy making model buses out of crates.

Complete and utter genius, or an accidental fluke? Whatever you think, it’s certainly made one thing happen for Boris – we’re all talking about him. Again.

Damn. Now I am, too.