I got Google Search Console, now how do I decide what keywords to target?

I have a new service/brand that occupies a local niche in my city. My website gets traffic mostly from referral links, but I average about 50 organic google search visits a week to my website. When people google my company's name and service, they typically click on the platform where I sell my service (think TripAdvisor, Eventbrite, etc.) because those platforms have paid promotions that give them top of page results, which is fine for me, because I still get the sales, but I'm also interested in driving people directly to my website.

I just recently got google search console and I can see my performance on relevant keywords. My highest positions among keywords is position 8-10, and my highest CTR is 5-7%. My question is, what keywords should I target?

• Should I go for keywords where I have a high position now and try to get a higher position?
  
• Should I go for keywords where I don't have a high position and try to get a high position for my underperforming keywords?
  
• Should I go for keywords with high impressions?
  
• Should I focus instead on keywords with low impressions?
  
• Is there a way to see a keyword's volume?

submitted by /u/Dismal_Champion_3621
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