When you start your SEO journey, one of the most important things you’ll need to do is figure out which keywords to target. You want to go after the keywords that will drive traffic to your site, but not all keywords are created equal. Some keywords are easy to rank for, while others can seem nearly impossible to reach. Is there a way to find the ones worth your time?
Determining keyword ranking difficulty is the key to making informed decisions. By understanding the factors that influence keyword difficulty, you can prioritize your efforts, target keywords that align with your website’s strengths, and ultimately improve your chances of ranking higher in search engine results pages (SERPs). In this article, I’ll walk you through the five key factors that will help you assess keyword difficulty in a way that makes sense and sets your SEO strategy up for success.
1. Search Volume
What is Search Volume?
Search volume is the average number of times a keyword or phrase is searched for within a given period, typically monthly. If you’re targeting keywords like “best smartphones 2025,” you’re going to see a lot of searches every month—let’s say, 100,000 or more. High-volume keywords often have a lot of potential to drive significant traffic, but they come with their own set of challenges.
Why Search Volume Matters
Search volume is one of the most important metrics when assessing keyword difficulty. Generally, higher search volume means more competition. If a keyword has a high search volume, it’s likely that many websites will be targeting that keyword, making it much harder to rank for. On the other hand, targeting low-volume keywords might seem like an easier win, but the downside is that these keywords may not bring in significant traffic, even if you can rank for them relatively easily.
For instance, a keyword with a search volume of 1,000 searches per month might not provide much traffic, even though it’s easier to rank for. On the flip side, a keyword with 50,000 monthly searches may have fierce competition from top-tier websites, which could make it harder for you to rank.
Actionable Tip
When determining keyword difficulty, you need to strike a balance. It’s tempting to target high-volume keywords because they promise significant traffic, but if the competition is overwhelming, it could be better to aim for keywords with moderate volume but more manageable competition. Find that sweet spot where you’re targeting keywords with enough search volume to bring in traffic but not so much that the competition is out of reach.
2. Competition Level
What Is Competition Level?
Competition level refers to how many websites are competing to rank for the same keyword and how strong these competitors are. It’s not just about the number of competitors, though. The strength of these competitors—based on factors like their domain authority and page authority—plays a major role in determining how difficult it will be to outrank them.
Key Metrics to Measure Competition
- Domain Authority (DA): This metric measures the overall strength of a website on a scale of 0 to 100, based on the quality and quantity of backlinks it has. Websites with high DA scores (e.g., 50 and above) tend to be more authoritative and harder to outrank.
- Page Authority (PA): This is a measure of how strong an individual page is. PA takes into account factors like the number and quality of backlinks to that specific page. If a competitor’s page has a high PA, it’s likely to be tough to beat that page in the SERPs.
Why Competition Level Matters
Competition level directly impacts keyword difficulty. If top-ranking pages have a high DA or PA, it’s going to be much harder for your website to rank for that keyword, especially if your website is new or doesn’t have strong authority yet. High DA sites have built trust and authority over time, so outranking them requires serious effort.
In SEO, it’s important to know that while high-volume keywords may seem appealing, they often have high competition. If you’re targeting a keyword that’s dominated by strong competitors, you might find it incredibly difficult to break into the rankings.
Actionable Tip
Before you target a keyword, assess the DA and PA of the top-ranking pages. Tools like Moz and Ahrefs can help you evaluate these metrics. If the pages already ranking for your keyword are from well-established sites with strong backlink profiles, you may want to look for a less competitive keyword. Alternatively, consider focusing on improving your domain authority before targeting highly competitive keywords.
3. Backlink Profile
What Is a Backlink Profile?
A backlink profile refers to the quality and quantity of backlinks pointing to a specific web page. You’ll need backlinks to rank for Google. Pages with more high-quality backlinks tend to rank better because backlinks signal to Google that other sites trust your content.
Why Backlink Profile Matters
If top-ranking pages for your target keyword have strong backlink profiles, it signals that there’s significant competition for that keyword. Backlinks are crucial for SEO success, and pages with a lot of quality backlinks are much harder to outrank. If you’re competing against pages that have thousands of backlinks from authoritative sites, you’re going to need a robust link-building strategy of your own.
On the other hand, if the pages ranking for your keyword have weak or few backlinks, this may signal an opportunity to outrank them by building a better backlink profile.
Actionable Tip
Use SEO tools like Ahrefs or SEMrush to analyze the backlink profiles of the top-ranking pages for your keyword. If these pages have strong backlinks from authoritative sources, it’s a sign that ranking for that keyword could be very difficult. If you’re set on targeting that keyword, focus on building your own backlink profile by acquiring high-quality backlinks. If the backlink profiles of competitors are weaker, you might have a better chance of ranking.
4. SERP Features
What Are SERP Features?
SERP features are special elements that appear on a search engine results page (SERP), such as:
- Featured snippets
- Knowledge panels
- Video carousels
- Local packs
- Image packs
These elements are designed to give users quick answers or enhance their search experience. However, they can also reduce the visibility of traditional organic listings.
Why SERP Features Matter
SERP features play a huge role in keyword ranking difficulty. They can dominate the page and reduce organic click-through rates (CTR) for traditional listings. For example, if the SERP for your keyword is filled with featured snippets or local packs, users may not click on any organic listings at all. In such cases, even if you rank on the first page, you could see a lower CTR due to these competing features.
Certain SERP features like featured snippets or knowledge panels take up a significant amount of real estate, making it harder for your organic listings to get noticed. This can increase keyword difficulty since users are more likely to click on these features than on a regular search result.
Actionable Tip
Analyze the SERP for your target keyword to see if it’s dominated by features like snippets or local packs. If these features are present, consider optimizing your content to target those specific features (e.g., crafting content that can rank as a featured snippet). Alternatively, you might want to consider targeting a different keyword with fewer competing features. Tools like SEMrush and Ahrefs allow you to identify which features appear for specific keywords.
5. Content Quality and Relevance
What Is Content Quality and Relevance?
Content quality and relevance refer to how well the content on top-ranking pages satisfies user intent and provides value. For SEO, content that matches the search intent and delivers thorough, useful information is more likely to rank higher. Content that answers users’ questions and offer solutions are rewarded by Google.
Why Content Quality Matters
If your competitors have published comprehensive, high-quality content that directly addresses the user’s intent, you’ll need to create content that is just as good, if not better. If a keyword has high competition from content that is well-researched, well-written, and optimized for user intent, it becomes much harder to rank.
Additionally, Google values content that provides genuine value to users. If you’re competing against content that’s detailed, informative, and engaging, your chances of outranking those pages will be slim unless your content is equally high-quality.
Actionable Tip
To assess content quality, evaluate the top-ranking pages for your target keyword. Take note of the length, depth, and structure of their content. If they’ve created long, comprehensive articles that meet user intent, make sure your content matches that level of quality. Aim to create more thorough, engaging, and optimized content to increase your chances of ranking.
Summary Table
Here’s a quick look at the five factors and how to assess them:
| Factor | Why It Matters | Actionable Tip |
| Search Volume | Higher volume = more competition | Aim for moderate-to-high volume with manageable competition |
| Competition Level | High DA/PA sites dominate rankings | Analyze DA/PA of competitors and choose manageable competition |
| Backlink Profile | Strong backlinks = higher difficulty | Assess competitors’ backlinks and consider improving your own profile |
| SERP Features | Reduces organic CTR | Optimize for SERP features or select keywords with fewer competing features |
| Content Quality | Superior content ranks better | Create high-quality, relevant content that addresses user intent |
Final Thoughts
Determining keyword ranking difficulty is a critical part of any SEO strategy. By evaluating these five factors—search volume, competition level, backlink profile, SERP features, and content quality—you can accurately assess whether a keyword is worth targeting or if it’s simply too difficult to rank for.
It’s all about choosing the right keywords that align with your website’s strengths and capabilities. Instead of chasing after the highest-volume keywords with the most competition, focus on finding keywords that strike the right balance—those that will drive traffic while remaining achievable.
With the right approach and tools, you’ll be able to determine keyword difficulty effectively and ensure your SEO efforts are focused on the keywords that offer the best opportunities. Best of luck in your SEO journey!
