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Keyword Research with introduction to keyword io

So in this section I’m going to show you how to use some online tools to do keyword research. Now, we’re interested in doing keyword research because we want to be ranked for certain terms that people are actually using when they’re doing a search for the kinds of specializations and services that you provide in your firm. It’s a mistake to use terms that are only used within your business. There’s always going to be nomenclature that means something to another lawyer but isn’t necessarily going to be meaningful to someone who is seeking your services and maybe less initiated than you would like. So they’re not using the correct terms but the terms they are using indicate what you do. Let’s do some keyword research right now and I’ll show you how to find out exactly the types of terms that are being used by good potential prospects who are looking for your services. In later videos, you’ll be able to use a collection of terms like this to help pages rank on your website naturally through organic listings and also target those terms inside of your paid campaigns and maybe even use some of those terms in your advertising copy so that it sounds more like you understand the real problems and psychology of a perspective point. When you are creating a marketing message, the ideal thing to do is to enter into the person’s existing conversation about the problem. And so they’ve got a conversation with themselves about a problem that they’re having and you want to use the same words that they’re using when they talk to themselves about that problem or when they talk to other people. So the keyword tool our keyword research is it’s more, it’s about more than just search engine optimization or ranking well in Google, it’s also about discovering how people are thinking about the service that you provide. So I’m on keywordtool.io and I’m going to do a search for family law and see what related terms are being used across the internet right now. So here are things that people are using when they are doing searches about family law. So finding a family legal aid lawyer. So there’s some alternate terms here that are related and that’s interesting because it shows how a volume of search terms or certain phrases are being used by your potential audience in ways maybe you wouldn’t necessarily expect.

 

“The Bride”.  A an example of an experimental, or concept album project from 2022.  Painted in acrylic. (Private collection)

Building Confidence Through Language: A Guide for the Collector

One of the biggest barriers for aspiring art collectors is not a lack of taste, but a lack of confident language. People know what they are drawn to, but they often struggle to articulate the ‘why’ behind their emotional connection. Providing them with a basic vocabulary can be transformative.

By explaining core artistic concepts, we can bridge this gap. An artist’s newsletter or a gallery brochure could break down:

  • The Architecture of Composition: How lines and shapes lead the eye and create a focal point.
  • The Emotional Weight of a Color Palette: Why a limited, muted palette feels different from a vibrant, high-contrast one.
  • The Role of Value in Creating Depth: How the interplay of light and shadow builds a believable world.

It’s like being given a phrasebook in a foreign country; suddenly, you can navigate and connect with more assurance. Consider Edward Hopper, whose stylized realism simplifies scenes to their emotional core. Understanding this allows a collector to explain why the work feels so dreamlike and memorable. This knowledge doesn’t replace the emotional response; it validates it.

The Dialogue Between Feeling and Form

Great art speaks to us on two levels: the immediate, gut-level emotional reaction and the deeper intellectual appreciation. You might feel the perpetual warmth and light in a Monet, which immerses the viewer in the sensory experience of a moment. Conversely, you might sense the rugged, stoic soul of the landscape in a piece by Canada’s Group of Seven, which evokes a feeling of profound solitude.

These feelings are universal, but the ability to discuss why we feel them builds a stronger connection. From a marketing perspective, this education slots perfectly into the buyer’s journey. During the “comparison” phase, an artist who also educates their audience is building a relationship of trust and authority, making the final “decision” more likely.

Conclusion: A Bridge of Shared Understanding

Art, in its purest form, is an act of communication. Whether through the calculated narrative of a storyteller or the freeform expression of a poet, the artist extends an invitation to the viewer. By providing the language to understand this invitation, we empower collectors to move beyond simple preference and into the realm of true appreciation. It transforms a simple transaction into a meaningful connection, where the viewer doesn’t just own a piece of art—they become part of its ongoing story.

About the Author

Jaeson Tanner is a Marketing Thinker at Zero Noise Marketing and a narrative artist once in a blue moon. You can see his work on Instagram at @jaeson_tanner.

Keyword Research with introduction to keyword io