Look at the SERPS Before Deciding on a Keyword

Knowledge graph.

Ads.

Carousels.

These features can steal clicks from your organic result.

And unless you put your tool away and actually look at the results, you’ll have no idea what people see when they search for that keyword.

So before deciding on a keyword, look at the SERPs. If there are lots of ads (and a knowledge graph) you may want to move onto the next keyword on your list.