Keyword Difficulty

Keyword difficulty is an estimate of how hard it would be to rank on the first page of Google for a particular keyword. SEO tools usually express it as a score from 0 to 100, where higher scores mean stronger competition.

Written by Paul Hoda, SEO consultant since 2005. Last updated 8 November 2026.

How keyword difficulty is calculated

Each tool uses its own formula, but most are based mainly on the authority of the pages already ranking, especially:

  • The number and quality of Backlinks and Referring Domains pointing to the top-ranking pages.
  • The overall authority of the ranking domains.
  • Sometimes content and SERP features.

Because formulas differ, the same keyword can show 25 in one tool and 60 in another. Use one tool consistently and compare keywords against each other.

Why tool scores are only a starting point

Difficulty scores mostly measure links. They do not fully capture:

  • Content quality of the ranking pages; weak content can be beaten.
  • Search intent match; if top results do not fully match intent, there is an opening.
  • Brand dominance; some searches always favour big brands regardless of links.
  • Your own site’s strength and relevance; a specialist site with Topical Authority can outrank bigger, general sites.
  • Local factors; local searches depend heavily on proximity and your Google Business Profile.

How to judge difficulty manually

Search the keyword and study the first page (SERP (Search Engine Results Page)):

  1. Who ranks? Big national brands, government sites and marketplaces are harder to beat than small businesses and forums.
  2. How good is the content? Outdated, thin or off-topic results are signs of opportunity.
  3. How specific are the pages? If generic pages rank for a specific question, a focused page can win.
  4. How many links do the ranking pages have? Compare with what you can realistically earn.
  5. What features appear? Ads, AI Overviews and maps push organic results down.

My guide on how to find the competition of a key phrase in Google walks through this step by step.

Choosing keywords by difficulty

  • New or small sites should focus on lower-difficulty, specific keywords, often Long-Tail Keywords, to build traffic and authority.
  • Established sites can target more competitive terms, especially within topics where they are already strong.
  • Balance quick wins with longer-term targets that need sustained Link Building and content work.

How to rank for difficult keywords

  • Build a cluster of supporting content around the topic (Topic Clusters).
  • Earn high-quality links to the main page and the cluster.
  • Make the page clearly better than competitors: more useful, more original, better structured.
  • Strengthen E-E-A-T with real experience and credentials.
  • Improve internal links from your strongest pages.

Difficulty is a guide to effort, not a barrier. Many valuable keywords are difficult; the question is whether the potential return justifies the investment.

Key Takeaways

  • Keyword difficulty estimates how hard it is to reach page one, mainly from backlink data.
  • Scores differ between tools, so compare keywords within one tool.
  • Check the live results yourself: content quality and intent match matter as much as links.
  • Smaller sites should start with specific, lower-difficulty keywords.
  • Difficult keywords are winnable with topic depth, links and better content.

Related Terms

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