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Glossary

What is Keyword Difficulty and how it is calculated

What is Keyword Difficulty

Keyword difficulty (KD), also known as SEO difficulty or keyword competition, is an essential metric in the world of search engine optimization (SEO). It estimates how challenging it is to achieve a prominent, unpaid position for a given search engine query. This metric is measured on a scale from 0 to 100, with 100 being the most difficult to rank for.

Think of keyword difficulty as a competitive landscape where various factors determine how tough the competition is. For instance, highly popular terms like "iPhone" have a very high difficulty score because it’s extremely challenging to outrank the highly relevant, high-quality search results from authoritative sites like Apple. This is akin to trying to win a race where you are up against the best athletes in the world.

Keyword difficulty is influenced by several elements, including:

  • Domain Authority: Sites with higher domain authority (a measure of a website's relevance for a specific subject area or industry) are harder to outrank.
  • Page Authority: This considers the strength of an individual page. High page authority pages will also make it difficult for others to rank.
  • Content Quality: High-quality, relevant content that matches user intent is crucial for ranking.

Why is Keyword Difficulty an important metric

Keyword difficulty is a crucial metric in SEO because it helps you identify search terms you have the potential to rank highly for in search engine results pages (SERPs). Higher rankings in organic (unpaid) results usually lead to more clicks, which can ultimately translate to more website conversions and better business results.

Think of keyword difficulty as a map that guides you to the best opportunities. By understanding this metric, you can prioritize your efforts on keywords that are within your reach, ensuring your time and resources are invested wisely.

For example, if you’re trying to rank for a high-difficulty keyword without the necessary resources, you might be like a small fish in a big pond, struggling to be noticed. Instead, targeting lower-difficulty keywords allows you to be a big fish in a smaller pond, increasing your chances of standing out and attracting more visitors to your site.

What affects Keyword Difficulty in SEO?

Several factors contribute to keyword difficulty in SEO:

Google treats backlinks like recommendations. The stronger and more numerous the top-ranking sites’ backlinks are, the higher the keyword difficulty will be. Imagine backlinks as votes of confidence; the more votes a site has, the more credible it appears, making it tougher to beat.

Domain authority of top ranking sites

The higher the authority scores of the top-ranking sites, the higher the keyword difficulty. Domain authority reflects how well a site is expected to perform in search engine rankings based on various factors like the age of the domain, the number of backlinks, and overall trustworthiness.

Keyword Search Volume

Search volume refers to the average number of monthly searches for a keyword. High search volumes often correlate with higher difficulty scores because more traffic potential attracts more competition. It's like trying to win a popular game where everyone wants to be the champion.

Content Quality

To rank for a competitive keyword, you must match or exceed the quality of the top 10 results. High-quality content that is relevant, comprehensive, and well-structured stands a better chance of ranking well.

The presence of SERP features

SERP features like featured snippets, local packs, or shopping results can make it harder for sites to earn organic impressions and clicks, translating to a higher difficulty score.

Whether the keyword Is branded

Keywords that include a brand name tend to have higher difficulty scores. Google favours results from the brand’s own site, making it harder for other sites to rank prominently. For instance, a search for "iPhone" will likely show Apple’s official site at the top.

The search term’s word count

Keywords with longer word counts tend to have lower difficulty scores because they are often long-tail keywords. Long-tail keywords are highly specific and usually have lower search volumes and competition levels.

What Are Good Keywords to Target?

Choosing the right keywords to target is a blend of art and science. Here’s what to look for:

Low difficulty and High Search Volume

Ideally, you want to find keywords with low difficulty and high search volume. These are the golden opportunities where you can attract significant traffic without facing stiff competition.

Low Competition

Targeting keywords where the competition is low can be a smart strategy, especially for newer sites or those with lower domain authority.

Long Tail Keywords

Long-tail keywords are more detailed and specific, usually resulting in lower competition. They may have lower search volumes, but they often attract highly targeted traffic that is more likely to convert.

Low-Quality Content in Ranking Domains

Look for keywords where the current top-ranking content is of low quality. This presents an opportunity for you to create superior content and outrank them.

Competing for High Difficulty Keywords

Eventually, as your site grows in authority, you will have to compete for high difficulty keywords to continue expanding your reach. It's a natural progression in building a strong online presence.

Using tools like Google Trends, Pinterest Trends, TikTok Trends, and Exploding Topics, you can find keywords early in their trend cycles. This gives you a head start before competition becomes fierce. However, this strategy involves some risk, as trends can be unpredictable.

By understanding and strategically leveraging keyword difficulty, you can optimize your content strategy to achieve better SEO results, attract more visitors, and ultimately drive your business goals.

How is Keyword Difficulty Calculated?

Understanding keyword difficulty is crucial for crafting an effective SEO strategy. It’s like knowing the terrain before embarking on a hike; you need to understand the challenges ahead to navigate effectively. Let's dive into how keyword difficulty is calculated, breaking it down into manageable pieces.

Semrush's Approach to Calculating Keyword Difficulty

Semrush, a leading SEO tool, has a systematic method to determine keyword difficulty. It involves three main steps:

  1. Analyzing the SERP: Semrush starts by scrutinizing the Search Engine Results Page (SERP) to assess the strength of the top 10 pages. This involves looking at various factors such as:
    • Referring Domains: The number of unique domains linking to a page.
    • Follow/Nofollow Link Ratios: The balance between links that pass on SEO value (follow) and those that don't (nofollow).
    • Domain Authority: A score that predicts a site's ability to rank on search engines.
  2. Keyword Characteristics: Next, Semrush examines the intrinsic qualities of the keyword. This includes:
    • Search Volume: How often the keyword is searched, indicating demand and audience interest.
    • SERP Features: The presence of elements like images, videos, and featured snippets in the search results.
  3. Regional Adjustments: Finally, Semrush adjusts the difficulty scores based on regional databases to ensure accuracy and avoid skewed results due to outliers.

Now, let's delve into the individual factors that keywords are evaluated against.

Search Volume

Search volume is the foundational metric for understanding keyword difficulty. It tells us how many times a keyword is searched over a given period. A high search volume indicates a large audience interest, but it also means more competition. Think of it as a bustling marketplace; the more people there are, the harder it is to stand out.

  • Example: If a keyword like "best smartphones 2024" has a high search volume, it suggests that many users are looking for this information. Consequently, numerous websites will compete to rank for this keyword.

Search Intent

Understanding search intent is like reading the minds of searchers. It’s about knowing what users are really looking for when they type in a query. Search intent can be informational, navigational, transactional, or commercial.

  • Example: A query like "how to bake a cake" has an informational intent, meaning users want to learn the process. If your content aligns with this intent, it has a better chance of ranking well.

Cost per Click (CPC)

Cost per Click (CPC) gives insight into the keyword's commercial potential. It’s the amount advertisers are willing to pay for a click on their ad. A high CPC indicates that the keyword is valuable and likely to generate a good return on investment (ROI).

  • Example: If "best online MBA programs" has a high CPC, it means advertisers see a lot of business potential in this keyword, suggesting it’s worth targeting.

The SERP Signature

The SERP signature includes various features that appear in search results, such as images, videos, and featured snippets. These elements can impact how difficult it is to rank for a keyword.

  • Example: If a keyword like "how to tie a tie" triggers a video carousel in the SERP, your content strategy might need to include a video to compete effectively.

Competitors Ranking for the Phrase

Evaluating the competition is akin to sizing up your opponents in a race. Knowing which competitors rank for a keyword helps you understand your chances of ranking.

  • Example: If major competitors are not ranking for a keyword like "emerging SEO trends 2024," it might be an opportunity for you to capture that space.

Content on a Page

Finally, the content itself plays a crucial role. Assessing the top-ranking pages helps you understand the quality and type of content that performs well. Your content should match or exceed this standard to compete.

  • Example: For a keyword like "home workout routines," top-ranking pages might include detailed guides, videos, and user testimonials. Your content needs to be comprehensive and engaging to rank well.

Conclusion

Calculating keyword difficulty is a multi-faceted process that requires a deep understanding of various metrics and factors. By breaking down each component, you can craft a more targeted and effective SEO strategy. Remember, it’s not just about knowing the difficulty but understanding the nuances of each factor to navigate the competitive landscape effectively.