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One of the most amazing things about the internet is that it allows people in diverse geographical locations to share information and approaches with like-minded people all over the world. We like to refer to these aggregations of like-minded people as "tribes." However, there is a hitch:
Each of these tribes tends to have their own shared terminology or jargon as a way of distinguishing themselves from other groups. We refer to this as a particular tribe's vocabulary.
Often we are only acquainted with the "insider" vocabulary of our teachers or traditions and are at a loss when we find people are not privy to the same understandings. That's where Keyword Research comes in.
Through Keyword Research we can discover the words people are using to describe the problems for which we have the solutions. For example, a tattoo artist might speak in terms Tahitian or Samoan arm tattoos, but a potential customer might say "Hawaiian arm tattoos" even though a knowledgeable person would know otherwise. By insisting on our insider vocabulary we can miss out on all the people that could benefit from our expertise.
Keyword Research reveals both your tribes and their vocabularies.