Keyword Density of Presidential State of the Union Addresses 1996 to 2006

The political graphs below are word counts of interesting words and phrases from Presidential State of the Union speeches from 1996 to 2006.  This is mostly an exercise in political keyword density calculations and fun with graphs.  I manually added similar terms like "Iraq" and "Iraqi" or "terrorist" and "terrorists" (note the "s") in the Excel file.

Souiraqvsterroristkeywords

This first graph compares Iraq vs Terrorist vs Saddam vs Al Qaeda.

The method was to locate a web based version of primarily text (print view in this case) from the state of the union addresses.   The date range was 10 years and includes both the Bush presidency and a portion of Clinton’s presidency.  The range was an arbitrary decision. 

I was able to find the last five years (Bush) state of the union addresses on whitehouse.gov but prior to that found the remaining speeches at http://www.presidency.ucsb.edu/sou.php.  As a result, there are some differences in the data from other text on the HTML pages.  To really repeat this micro-study you would want to isolate the content without any navigation or reference links.

Sousocialprogramskeywords This graph shows a variety of terms related to social services including; tax (es), Health, economy, budget, social security, medicare, retirement

I do suggest that speech writers and public relations professionals run their content through keyword density generators to verify they are ON MESSAGE.  Yes clearly the content should be written in natural language that focuses on your political objective, but it doesn’t hurt to hit a link to verify how google views your content.

The full Excel file with the graphs and source data is posted below if you want to remix it or double check the content.  Be sure to check all of the tabs with the pasted versions of the SEO keywords.

Download schipul_state_of_the_union_keywords.xls

And here are the links to the state of the union speeches by date.

23-Jan-96 SoU, 4-Feb-97 SoU, 27-Jan-98 SoU, 19-Jan-99 SoU, 27-Jan-00 SoU, 27-Feb-01 SoU, 29-Jan-02 SoU, 28-Jan-03 SoU, 20-Jan-04 SoU, 2-Feb-05 SoU, 31-Jan-06 SoU

SouparsingtoolAnd speaking of visualization, while researching this post I came across the State of the Union Parsing tool which has some nice visualization as well.  Definitely worth a visit if you are into the whole politics crossed with search engine optimization and messaging thing.

Kodak – “keep me, protect me, share me, and I will live forever.”

KodakkeepmeBrilliant advertising by Kodak.  Great Creative.  Crappy Search Engine Optimization.  That’s why you are reading this post.  One more reason you should not confuse the work with the work product.

Let’s start with the awesome Kodak advertising creative.  Stay with me, I’ll explain why it is awesome… So I just saw a Kodak commercial that was brand-worthy, and what I recall from one viewing (no tivo yet, sorry) is:

the pictures are saying "keep me, protect me, share me, and I will live forever."

Kodak

Brilliant brand strategy.  That is worth repeating "keep me, protect me, share me, and I will live Kodakhomepage forever".  That is the brilliant branding part.  They are NOT talking about how Kodak is different – we wouldn’t buy it anyway.  Kodak was in denial for how long?  Now they are over it, and thank heaven they are promoting the category as opposed to a particular product.  That is branding.  I am hooked.  I want someone to think about pictures of my family in that context.  "keep me – protect me – share me – and I will live forever" – just awesome stuff.

To harp on the divergence concept (I always do that with the current book I am reading, sorry) they are focused on accepting the new branch of the tree and growing.  Now, if the ad agency (who is it?  will we know before next year’s Addys?) would please PLEASE post the text of the advertisement on the Kodak.com web site so your google search query would go there instead of here….. 

To my comment about not confusing your work with your work product, what I am referring to is the desire of creatives to write ABOUT their ads in the same tone as the advertisement itself.  This is stupid.  To describe great advertising creative with the same funny text AS the creative, which always excludes the keywords, is stupid.  The kodak advertisement I am describing never mentions digital camera.  Great creative.  Crappy Search Engine Optimization.  That is a problem if you are trying to sell cameras online.  Yes keep the creative, but also post it to your site with a realistic description in freakin’ English that lists the product and brand names.

Free tip – run this keyword density analyzer on your advertising copy.  It will help.