Short answer: not based on search volume, but on the likelihood that a search query will result in a customer.
Volume is the figure everyone looks at, yet it says the least. A keyword with 10,000 monthly searches where no one buys is worth less than a keyword with 80 searches from people wanting a quote.
What we look for in practice:
- Search intent. Does someone want to know something, compare something, or buy something? Only the latter group requests a quote in the short term. The first two build trust for later.
- Feasibility. Who is currently on page one, and with what level of authority? You will not win against parties that have worked on it for fifteen years in just one quarter.
- Your own starting position. Keywords for which you are already ranked 8th to 20th are almost always a quicker win than something entirely new.
- What lies behind it. Can you create a page about it that is truly better than what is currently there? If not, it is not a realistic goal.
Tools like Google Search Console, Ahrefs, and Semrush provide the data. The choice itself is an assessment of market and feasibility, and no tool can make that for you.