This is actually fascinating (even if it may not be the behavior we expect from our elected leaders). He did the same thing in June where he gave a completely baffling interview [1] about how his hobby was painting models of buses out of used fruit crates. But people suspected [2] then that it might be a similar strategy, to monopolize the results for "boris johnson bus" searches. I wonder why nobody else is willing…
The gaming of keywords, offline and online, to influence SERP's has been done before and continues to do so ─ the optics on the practice of Google-bombing is a matter of frequency illusion. As an example, 'Santorum' clearly demonstrated the value and the power it holds. The eponymous search engine has a role to play by favouring newer content e.g. news media involving politics, entertainment and culture.
https://www.searchenginejournal.com/google-algorithm-history...
https://en.wikipedia.org/wiki/Campaign_for_the_neologism_%22...