The higher the search volume for a given keyword or keyword phrase, the more work is typically required to achieve higher rankings. This is often referred to as keyword difficulty and occasionally incorporates SERP features; for example, if many SERP features (like featured snippets, knowledge graph, carousels, etc) are clogging up a keyword’s result page, difficulty will increase. Big brands often take up the top 10 results for high-volume keywords, so if you’re just starting out on the web and going after the same keywords, the uphill battle for ranking can take years of effort.
For example Amazon as compared to a smaller niche Ecommerce website. Amazon does not need a blog to promote its content, the product landing pages alone do the trick and it does not need to funnel down traffic because of its already existing authority and the fact that thousands and millions of affiliates are promoting and bloggers are already writing about the products that get listed - and also that the reviews on the product pages form some fantastic content.
What this does is give you an idea of how realistic it is for you to target keywords with high commercial value. You want to go after keywords with some volume, because they’ll have a better return in terms of traffic. But you don’t necessarily want to go after the most competitive keywords, because you’re less likely to be able to rank for them. You’re looking for a sweet spot.
I recently decided to go with ahrefs after using spyfu for a couple years and trialing secockpit. I was a moz client for awhile too about a year ago. I found spyfu data to be sketchy (or just plain wrong) fairly often, and moz, I don’t know, just didn’t seem like they were really into supporting what I wanted to know. secockpit was achingly slow for a trickle of data. ahrefs isn’t nearly so graph-y as spyfu, but they are so blazing fast and the data is so deep. I enjoy it a great deal, even if it is spendy.
Yes solid keyword data dramatically changes the game as far as rankings go. I have seen many tools that provide Cost per click stats and meaningless charts that confuse most users. the data Jaaxy provides helps drive “organic” traffic to your site on a consistent basis which will out perform PPC sites every time. I like how you say thinking like the end user, as I feel that way when I search. I dive into what people are looking for and it really helps drive content idea’s. I have seen great results from that.