You could try to rank for hot keywords.
Or for that new niche.
Or for the long tail.
But you're probably never going to rank for that.
And even if you're lucky and you do, then probably just for a split second.
The thing is that it's just way too crowded out there.
And it gets more and more crowded every single day.
So instead of trying to rank for the things that everybody else is trying to rank for, why not try to rank for yourself?
Why not try to rank for your name?
Or your brand name?
Why not try to do that instead?
Why not work on something where people will end up searching for you directly instead of trying to trick them into some kind of online funnel?
I know it sounds difficult.
And it probably is.
But in the long run it's probably the best (and easiest) choice to rank for something where you'll be competing with no one else other than yourself...