I have started going into keyword research and keep seeing references to search volume, but I'm not sure how much weight to give it. Does search volume really matter when picking keywords, or are there other factors that are just as important?

Also, should I be aiming for high search volume, or can lower-volume keywords be just as effective, especially if they're less competitive? I'd love to hear any advice or personal experiences on balancing search volume with other keyword factors. I will looking forward to your response.