Part of the preparations to get a higher position in Google and more free traffic is a keyphrase analysis.
Basically, we want to know what people are typing in to Google, how they group into subjects, what it's going to take to get onto page one (and will it be worth it), and so on.
One element of that preparation is a rule of thumb that's actually the same for business: only go into businesses where demand is rising. So the same goes for search phrases: only try to rank for rising search phrases.
How do you find out? Google Trends https://trends.google.com/trends/explore?date=all&geo=GB
You can pick your date range and so on, but have an explore.
See what happens to your analysis if you only aim to rank for keyphrases with rising demand.
Get it done by: https://surgemarketing.co.uk