I guess ideally you would want the average monthly searches to be high and the competition scale to be low.
The main thing to remember is to have text content that is readable and “makes sense” and is “normal”.
That said, there may be some thing you could tweak.
For example, if I have a Volkswagen site, I might use “car”, “automobile” or “vehicle” depending on the tone I wanted to help set for my target audience.
If I had extensively used “car” but then learned that there were more searches and lower competitors for “automobile” I could change some of the "car"s to "automobile"s.
This is not to say that I should use “automobiles” excessively, that would help neither visitors nor search engines.