What is Keyword difficulty?
Keyword difficulty is a score, usually from 0 to 100, that estimates how hard it will be to rank on the first page of Google for a given keyword.
Each SEO tool calculates difficulty differently. Most base it mainly on the number and quality of backlinks pointing to the pages that already rank, while some also consider content quality and search features.
Difficulty is relative. A score of 40 may be easy for a well known brand with strong links and hard for a new site with none.
How SEO tools calculate keyword difficulty
Each tool uses its own formula, so the same keyword can score 25 in one tool and 48 in another. Most scores lean heavily on the backlink strength of pages already ranking.
| Tool | Scale | Main inputs |
|---|---|---|
| Ahrefs KD | 0 to 100 | Referring domains to the top 10 ranking pages |
| Semrush KD% | 0 to 100% | Authority of ranking domains, links, SERP features, content |
| Moz Difficulty | 0 to 100 | Page and domain authority of the top results |
| Google Keyword Planner competition | Low, medium, high | Advertiser competition for ads, not organic difficulty |
Because Keyword Planner competition measures ad bidding, it should not be used to judge how hard a keyword is to rank for organically.
How to judge difficulty beyond the score
- 1Search the keyword and open the top 10 results.
- 2Note how many are big brands, marketplaces or government sites.
- 3Check whether ranking pages match the intent closely or only loosely, which leaves room for a better page.
- 4Compare your site's authority and topical depth with the weakest pages in the top 10.
- 5Look at content quality: thin or outdated pages are easier to beat.
- 6Decide whether you can realistically be among the top five within 6 to 12 months.
How to choose keywords by difficulty
Start with low difficulty, high intent
New sites grow faster by winning specific long tail and local terms that bring leads.
Build toward harder terms
Topic clusters around a hard keyword build the authority needed to rank for it later.
Weigh value, not just volume
A difficult keyword with strong buying intent can be worth more than ten easy ones with no intent.
Recheck as you grow
A keyword that was too hard last year may be within reach once your links and content improve.
How to read keyword difficulty
Keyword difficulty is a score from SEO tools, usually from 0 to 100, estimating how hard it is to rank on the first page for a keyword. Most tools base it on the backlink strength of current top ranking pages. It is a useful filter, but each tool calculates it differently and none knows Google's actual ranking systems.
Real difficulty depends on your site's authority, topical relevance, the quality of current results and SERP features.
Judging difficulty steps
- 1Check the score in your tool.
- 2Look at the sites ranking on page one.
- 3Compare their authority and content with yours.
- 4Note SERP features that reduce clicks.
- 5Look for weaker pages you could outdo.
- 6Choose keywords where you can offer the best answer.
Difficulty strategy
New sites
Start with low difficulty, specific keywords.
Established sites
Target harder terms with strong content and links.
Local businesses
Local intent often lowers real difficulty.
Keyword difficulty checklist
- 1Score checked.
- 2Page one reviewed.
- 3Your authority compared.
- 4SERP features noted.
- 5Realistic targets chosen.
Difficulty and AI search
Keywords that trigger AI Overviews may be easier to appear in as a cited source than to rank first for, if your page gives the clearest answer.
Why Keyword difficulty matters for SEO
Difficulty helps you choose realistic targets. Going after very hard keywords too early can waste months, while easier, specific keywords can bring traffic sooner.
It also guides planning. Hard keywords often need strong content, links and time, so you can budget for them properly.
How Keyword difficulty works
Use difficulty alongside other factors when choosing keywords.
Check the score
Look at the difficulty score in your tool as a first filter.
Review the results page
See who ranks. Big brands, government sites or marketplaces make a keyword harder than the score may show.
Compare with your site
Weigh your own authority, content and links against the current top results.
A new coffee roaster finds "coffee beans" has a difficulty of 78, while "single origin Ethiopian coffee beans Australia" scores 12. Targeting the longer terms first brings sales within weeks and builds authority for harder terms later.
Keyword difficulty checklist
- ✓Balance difficulty with search volume and intent
- ✓Start with lower difficulty, high intent keywords
- ✓Look at the real results page, not just the score
- ✓Compare your authority with ranking sites
- ✓Use long tail keywords to build topical authority
- ✓Revisit hard keywords as your site grows
Common Keyword difficulty mistakes
Trusting one tool's score blindly
Different tools give different scores for the same keyword.
Ignoring intent
An easy keyword with the wrong intent brings little business.
Avoiding all hard keywords
Your most valuable terms may be hard but worth long term effort.
Forgetting local factors
Local keywords depend more on map signals than backlink scores.
Related SEO terms
Keyword difficulty FAQs
What is a good keyword difficulty score?
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For new sites, scores under 30 are often realistic. Stronger sites can compete at higher scores.
Does keyword difficulty include local SEO?
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Usually not. Local rankings depend more on Business Profile and proximity.
Is low difficulty always better?
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Not if the keyword has no buyer intent or very low volume.
Why do tools show different difficulty scores?
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Each tool uses its own data and formula, so compare within one tool.
Is keyword difficulty the same as competition in Keyword Planner?
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No. Keyword Planner competition refers to ad bidding, not organic ranking difficulty.
Is keyword difficulty the same in every tool?
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No. Ahrefs, Semrush, Moz and others each use their own formula.
Can I rank for high difficulty keywords?
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Yes, with strong content, links and time.
How is keyword difficulty calculated?
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Most tools look at the backlink profiles of the pages ranking in the top ten.
Can content quality beat high difficulty?
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Sometimes, especially when current results are outdated or thin.
Does keyword difficulty change over time?
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Yes, as competing pages gain or lose links and new sites enter.