Just like investors speculate the future market trends and purchase share when they are cheap... Should SEO guys also follow the process like predicting the future keyword trend and start working on those when the k/w difficult is low... For example cryptocurrency is now a super hard keyword to rank on but back in 2017 it was nothing...so if someone has ranked on 1 at that time what are his chances of ranking well on google considering today’s k/w trend...?