3. The machine-readable medium of claim 1 , wherein the determining longevity values comprises categorizing each of the word phrases, and mapping a category for each word phrase to a respective longevity value.
1. A tangible machine-readable medium having stored thereon a set of instructions, which when executed on a computing device, cause the computing device to: receive, over a network, information regarding word phrases; determine, via a physical computing device, longevity values associated with content built around the word phrases; determine advertising rates associated with the word phrases; and select, based on the longevity values and the advertising rates, a first phrase from the word phrases.