FIFO is an old inventory term meaning “first in, first out” and it applies to search marketing. When writing your keywords for your site and for your Google AdWords campaigns, first examine how people search for the type of thing you are offering. If there is a particular keyword phrase that is used often to find your kind of thing, then try beginning your copy with that keyword phrase. There is, after all, a certain satisfaction from the user’s experiential point of view in finding exactly what he or she is looking for fed right back to him or her verbatim in the search results. LC

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at

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