From that list, we can then prioritize and create a short list by identifying the phrases we think will benefit the most in PPC and SEO. By performing research and pulling reports from Google AdWords, we can see what phrases are popular (both locally, nationally, and internationally), what ones have too much PPC competition and are too expensive, and which ones are the soft spots that give you the best chance at a high Return on Investment (ROI) and top exposure in the sponsored and natural search listings.