Most businesses know the value of targeting keywords but often waste valuable resources chasing terms that are too competitive. Many top-ranking pages include keywords in their titles, yet without understanding keyword difficulty, it’s challenging to select terms that align with your site’s authority. The concept of keyword difficulty can make the difference between attracting traffic and being invisible on search engines.
When you invest time and resources into content, targeting overly competitive keywords often means reaching only a small audience—or none at all. Keyword difficulty involves more than just SEO techniques; it’s about making informed choices with your content marketing budget.
Why Keyword Difficulty Affects Your Reach
Only a fraction of people click past the first page of search results. A recent study showed that just 0.63% of users move to the second page on Google. For most websites, ranking on page one can feel like the only way to be seen. Sites that secure top-three positions show an average dwell time of 3 minutes and 10 seconds. This measure reflects user engagement, telling Google that these pages meet search intent.
Not every website can rank for every keyword. Your position on Google often depends on your site’s domain authority and the competitiveness of the keywords. Assessing keyword difficulty helps identify terms that match your website’s authority and the goals of your content.
The Keyword Difficulty Scale
Keyword difficulty (KD) scores range from 0 to 100. Higher scores indicate harder-to-rank keywords, influenced by factors such as domain authority, the quality of backlinks, and search intent. SEO tools like Ahrefs, SEMrush, and Moz calculate these scores to provide a clearer picture of the competition.
Some of the main factors considered in keyword difficulty include:
- The domain authority of competing websites
- Quality and quantity of backlinks
- Depth of existing content
- How well search intent matches the content
- Presence of SERP features like snippets or panels
If your website is new or has a lower domain authority, targeting keywords with scores of 30 or lower can make it easier to achieve visibility. However, these keywords must have enough search volume to drive worthwhile traffic.
Four Key Areas for Evaluating Keywords
Choosing the right keywords involves more than just checking difficulty scores. Four main areas contribute to a keyword’s suitability for your content:
- Search Intent Alignment Most online shoppers conduct research before buying, and search intent must match what users expect to find. Keywords generally fall into one of four intent types: informational (how-to guides), navigational (brand-specific searches), commercial (product comparisons), and transactional (ready-to-buy queries). Even if a keyword looks easy, it won’t perform well if it doesn’t align with user intent.
- Competitive Analysis Websites ranking in the second position on Google receive about 17% of traffic, which can double if they move to the first spot. Analyzing competitors’ domain authority, content depth, backlink profiles, and SERP features helps pinpoint gaps where your content can stand out. Freshness of content and SERP occupation are particularly important in competitive spaces.
- Long-Tail Keywords Long-tail keywords, typically three or more words, often have lower search volumes but tend to bring higher conversion rates due to their specific intent. These terms also face less competition, making them suitable for sites building authority. Long-tail keywords might bring fewer visitors individually, but the cumulative effect can be powerful.
- Technical Feasibility A website’s technical structure plays a role in ranking. Before selecting high-difficulty keywords, it’s essential to check your site’s authority, technical health, and optimization for mobile. Websites with lower domain authority or technical issues may find it challenging to rank for highly competitive terms.
Building a Sustainable Keyword Strategy
A targeted keyword strategy begins by setting clear benchmarks. This “baseline” gives context for selecting achievable keywords. These metrics might include:
- Your website’s current domain authority
- Average ranking positions for target keywords
- Conversion rates for organic traffic
- Levels of current organic traffic
These numbers guide which keywords align with your site’s performance. For instance, a site with a domain authority of 30 might find little return on targeting high-difficulty keywords with scores above 80. Instead, focusing on keywords within your site’s range helps maximize potential.
Organizing Keywords for Growth
Keywords can serve different purposes in your SEO plan. By sorting them into three categories, you can prioritize and track progress effectively:
| Keyword Category | Description | Difficulty Score Range | Goal |
|---|---|---|---|
| Quick Wins | Keywords with scores under 30 that align with search intent and have current page 2-3 rankings. Focusing on these keywords first can bring immediate results, creating momentum. | Under 30 | Immediate results |
| Growth Opportunities | Terms aimed at medium-term growth, with difficulty scores between 30-50. These keywords follow trends in search volume and intent, making them suitable for expanding reach over the next 6-12 months. | 30-50 | Medium-term growth (6-12 months) |
| Aspirational Targets | High-difficulty keywords (above 50) that are long-term goals for sites building authority. These terms have high search volume and contribute to brand visibility as your site gains ranking ability. | Above 50 | Long-term visibility and authority growth |
Putting Your Strategy into Practice
Finding the right keywords is only part of SEO success. Content quality, user engagement, and technical SEO elements are all essential to keep visitors on your page and boost rankings. Including images and videos on pages, for example, can enhance dwell time, which is linked to better rankings.
Technical elements also matter. Ensure your page has a fast load time, is mobile-friendly, and has a clear URL structure. Schema markup and proper header hierarchy can further improve search visibility.
Measuring Progress and Adjusting
SEO success relies on ongoing tracking and adjustments. The following indicators can reveal how well your keywords perform:
- Keyword ranking progress
- SERP feature visibility
- User engagement metrics like dwell time and bounce rate
- Conversion rates from organic traffic
Frequent monitoring helps identify patterns and shifts in performance, so you can adjust your strategy when necessary.
Achieving Results with Keyword Difficulty
Keyword difficulty isn’t just about ranking; it’s about seeing real returns from your SEO. By focusing on keywords that suit your site’s authority and intent, you can see meaningful growth in traffic and engagement.
For businesses looking to improve SEO performance, working with targeted keywords provides a clearer path to growth.
