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In today’s digital age, everything is interconnected. From seemingly innocent Instagram Stories to cleverly named public appearances, those in the limelight have found ways to change what we see when searching online. But is it coincidence or a (keyboard) stroke of genius to reshape what appears in search results?
Keyword Manipulation or a Happy Accident?
Cambridge defines manipulation as “controlling someone or something to your own advantage, often unfairly or dishonestly.”
When we talk about keyword manipulation, we’re referring to a practice that aims to artificially boost the visibility of a search term, product, or website. This can involve intentionally using keywords sometimes even unrelated ones to push certain results to the top.
For celebrities, this tactic can be a powerful way to protect their name or reshape the narrative around a particular topic. However, this isn’t a strategy reserved solely for famous faces. Many brands and businesses also attempt to manipulate keywords to improve their visibility in Google Search and on social platforms.
How Celebrities May Be Rewriting and Controlling their Own Narrative
Boris Johnson: ‘Model of Restraint’ & ‘Model Buses’
Boris Johnson is no stranger to media scrutiny. From his days as Mayor of London to his time as Prime Minister, he’s had his fair share of naysayers and he knows how to carefully choose his words to avoid questions he’d rather not answer.
In 2019, Johnson was facing headlines about an alleged affair with a model, which triggered a spike in searches for “Boris Johnson model.”
This is where many believe keyword manipulation or at least strategic messaging came into play. Johnson began speaking about being a “model of restraint,” and also referenced his hobby of making model buses. Soon enough, if you searched “Boris Johnson model,” the top results were no longer focused on scandal, but on these new, benign stories. Coincidence or clever PR?
Taylor Swift & the Jets
In 2023, Taylor Swift found herself embroiled in controversy over her frequent use of a private jet, sparking debates about her environmental impact. As searches for “Taylor Swift jet” surged, the criticism reached a fever pitch.
Then, almost overnight, Swift appeared at a New York Jets football game. Whether by design or happy accident, the internet flooded with photos and headlines about her NFL appearance. The result? Searching “Taylor Swift jet” began surfacing football-related content, diluting negative coverage about her private plane.
Blake Lively & Ice Spice
More recently, actress Blake Lively was linked to Ice Spice in a wave of negative headlines. To many observers, it looked like she was keen to shift the narrative.
Not long after, she posted an Instagram Story showcasing her Spice Girls watch a playful nod that just happened to feature the keyword “spice.”
PR analysts were quick to suggest this was a strategic move to influence what showed up in search results for “Blake Lively and Ice Spice.” Whether deliberate or not, it’s a striking example of how social media can be used to shape public perception.
How Does Keyword Manipulation Work?
So, how exactly do celebrities (and their teams) pull this off? Here are some of the key tactics behind the scenes:
- Timely Posts: Sharing content when controversy peaks can help steer attention elsewhere, and is a great way to push out the alternative narrative before its too late
- Keyword-Rich Captions: Using specific phrases known to appear in searches, tagging locations and relevant teams.
- Media Amplification: Coordinating with trusted outlets to publish stories that reinforce the desired message.
- Domain Authority: High-authority websites often rank first in Google, making it easier to push certain stories.
- Google’s Freshness Algorithm: Newer content is often prioritised in search, meaning recent stories can overshadow older ones.
Together, these techniques can transform how a celebrity is perceived—and what headlines people see first.
Narrative Control or Coincidence?
Are these examples evidence of cunning PR tactics or simply moments of good timing?
Some reputation experts describe this as media management 101, pointing out that public figures have long shaped their own narratives. Others argue that not every post or appearance is carefully orchestrated.
The truth likely sits somewhere in the middle. While not every move is calculated, it’s clear that celebrities and their teams are acutely aware of how the digital ecosystem works and how to use it to their advantage.
Why It Matters for Brands and Marketers
Although most businesses don’t face the same level of public scrutiny as Hollywood stars, the lessons here are relevant to any brand:
- Reputation Management: Strategic content can help protect and enhance your image.
- Content Strategy: Regularly publishing relevant, authentic material builds authority.
- Transparency: While shaping perception is fair game, authenticity remains essential for trust.
Ultimately, understanding how search and social platforms work gives brands a powerful toolset to tell their story, ethically.
Whether carefully choreographed or merely a stroke of good timing, these examples show the power of strategic content in shaping the digital narrative. In an age where Google search defines reputations, perhaps keyword manipulation is just another tool in the celebrity PR toolkit.
What do you think, is it control, coincidence, or a little bit of both?
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