UK Prime Minister Boris Johnson appears to be strategically using particular words and phrases in speeches and appearances as SEO bait to bury unfavorable news about himself in Google’s search results. Matt Webb has collected 3 examples of this devious practice over the past month. Not only has Boris used his infamous ‘dead cat strategy’ to move the conversation away from him and Carrie Symonds and his plans for Brexit, he’s managed to push down his past mistakes on Google, too — making it more difficult for people to get a quick snapshot of relevant information. He’s not just controlling the narrative here — he’s practically rewriting it. And judged by the standards of an SEO campaign, it’s hard to describe it as anything other than a resounding success.