Definition
Keyword difficulty is a metric that estimates how challenging it would be to rank for a particular keyword in search engine results. It is usually expressed as a score between 0 and 100, with higher scores representing tougher competition. The metric helps marketers prioritize which keywords are realistic to target based on authority, content quality, and competition.
For example, the keyword digital marketing may have a high difficulty score because many authoritative websites compete for it, while digital marketing tips for small businesses might have lower difficulty and better ranking potential.
Advanced
Keyword difficulty is calculated differently across SEO tools such as Ahrefs, SEMrush, and Moz. Most formulas consider factors like the number and quality of backlinks pointing to top-ranking pages, domain authority of competitors, and SERP features occupying positions. Some tools also weigh content depth and topical relevance.
Advanced keyword planning combines difficulty scores with search volume, click-through potential, and search intent to select the most effective targets. For long-tail keywords, lower difficulty scores often indicate better chances to rank quickly and capture more qualified traffic. Competitive gap analysis can also highlight opportunities where competitors are ranking with lower authority.
Why it matters
- Helps identify keywords with realistic ranking opportunities.
- Balances content strategy between high-volume and achievable terms.
- Saves resources by avoiding over-investment in overly competitive keywords.
- Guides SEO campaigns toward building authority over time.
Use cases
- Selecting long-tail keywords with lower competition for faster wins.
- Prioritizing SEO efforts based on achievable ranking potential.
- Evaluating competition levels before launching new content.
- Comparing multiple keywords to build a balanced strategy.
Metrics
- Keyword difficulty score from SEO tools.
- Number and strength of backlinks on top-ranking pages.
- Domain Authority or Domain Rating of competitors.
- SERP features such as ads, snippets, or knowledge panels affecting difficulty.
Issues
- Variations in difficulty scores across different tools causing confusion.
- Over-focusing on difficulty without considering search intent or conversion value.
- Targeting only low-difficulty terms and missing out on high-value opportunities.
- Misinterpreting difficulty as an exact Google ranking factor rather than an estimate.
Example
A SaaS startup compares two keywords. Project management software has a difficulty score of 75, making it highly competitive. Best project management software for freelancers has a score of 32. By targeting the second keyword, the startup gains traction faster and starts capturing qualified leads while building authority for broader terms over time.