Pick up a keyword to write content and analyze the competitors. You can take help from a tool to do that. Additionally, you need to take assistance from the KW research tool because the chance of ranking a KW largely depends on its competitors.
There are some KWs which is too strong to beat. Moreover, Google generally prioritizes reputable sites to show the search results. The reason is Google knows that those sites deliver good and high-quality information.
In such a case, you need to do lots of tasks to outrank them.