Political speech writing is a lot like SEO. More important than what you say are the words that you use to say it. Look at any politician's words. Generally they stick to a party line. It isn't hard to figure out where they stand on an issue in relation to everybody else--on side or the other--thanks to the polarization of our political process. They can go on and on and get flowery or historical or whatever, but that doesn't matter. The real meat of their speeches is in a few key words. You always have to look for key words when you listen, because that's where they're getting their message across. These key words correlate to larger issues and they way they use these key words is how they choose to relate to those issues. The goal of a political speech is a high frequency of key words to make the speech easy to follow, clear.

SEO is similar. When you create content for a website, you want the content to be good, of course, but the real value in the content is its ability to rank higher on a google search. You do this by including a high frequency of key words which you believe will be entered into a search bar by a potential customer. If you out rank your competitors, then there is a good chance that you will win the consumer game.

How similar are these two writing devices?