Crazy to think that “15 percent of searches we [Google] see every day are new” as cited in https://blog.google/products/search/our-latest-quality-improvements-search
That’s 1 in 7 searches. If you apply the Pareto principle (also known as the 80/20 rule) where roughly 80% of the effects come from 20% of the causes, then there is serious work to do understanding the intent of these new words and effect on client leads, conversions, etc.
Action Point: Get to work analyzing new keywords!