Here is the opening of my latest column at MediaPost Search Insider. Click at the link at the bottom to read the full article. Lots of interesting findings into the overall tone of the candidates speeches, using a good old fashioned SEO keyword analysis tool.
While tag cloud generators are all the rage for visually analyzing the text content of various popular websites and documents, I decided to go back to an old-fashioned “keyword density” analyzer tool to take a look at Obama’s and McCain’s recent party nomination acceptance speeches. Keyword density tools have been used by search optimizers for many years to determine the keyword frequency and weight of words and phrases on a Web page. The more popular tools rate the frequency of one-, two-, and three-word phrases throughout a document, showing the overall number of times presented, as well as the relevant percentage of mentions throughout a document. This type of analysis tends to be more useful to SEOs for two- and three-word phrases, but for this analysis, the tool will also shed a light on single-word themes to illustrate the overall tone of the candidates’ acceptance speeches.
On a side note, I personally don’t care much for the phrase “keyword density”, because these tools typically don’t weight keywords in a document – or in other words, they don’t take semantic markup elements into account – they score on the frequency of words in a document. Even if a particular tool does provide weighted analysis on keywords, it’s an educated guess at best, because there are too many variables used by engines to determine actual weight, and the engines also aren’t telling how much they weight these elements. So to clarify, this analysis focuses on the frequency of words in the speeches.
More…. read the full article here: