A simple targeting framework for SEO/content investment: plot a keyword or topic on two axes — search volume and competition level. The most winnable quadrant is high (and typically rising) search volume paired with low competition — usually topics that are rapidly trending, where search demand is growing faster than competitors have had time to build authority against it (Casey's example: pickleball, in the window before it became crowded).
Apply: instead of chasing already-high-competition, high-volume terms where incumbents have entrenched authority (see Incumbent SEO Authority Gap & Topical-Authority Counter-Strategy), scan for topics with rising search volume that aren't yet contested, and move fast while that window is open.