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Intent: what the searcher actually wants. Difficulty: whether you could plausibly rank. Value: what it is worth if they arrive.
Volume is a fourth and the least important. A term with fifty searches a month from people ready to buy beats five thousand from people writing an essay.
With what you already rank for. Search Console shows queries where you appear on page two — those are the cheapest wins available, because the page exists and needs improving rather than creating.
Most teams skip this and start with a keyword tool, which produces a longer list and a worse first quarter.
Least of the four. Intent, difficulty and value matter more.
Queries where you already appear on page two. They are the cheapest wins.
Look at what ranks now. If it is all large established sites, the score is optimistic.
Half an hour with your own data usually saves reading three of these. The guides will still be here afterwards.