We’ve all seen those ‘Keyword Difficulty’ (KD) scores—green is “easy,” red is “hard.” But are we really supposed to let a color-coded number dictate our entire SEO strategy? The more I rely on these metrics, the more I realize they can actually mislead savvy marketers and small business owners alike.
That’s why I’m calling it: The way most SEO tools measure KD is flawed.
Sure, KD seems helpful in theory. Until you notice each tool calculates it differently, the scores fluctuate wildly, and you end up chasing so-called “low-KD” keywords that still feel impossible—or ignoring golden opportunities just because some metric labels them “too hard.” Today, I’ll show you a simpler approach to deciding which keywords are truly unwinnable…and which ones just look intimidating.
DEFINITION
What Is Keyword Difficulty?
Keyword Difficulty (KD) is a metric used by SEO tools to estimate how challenging it might be to rank for a given keyword. Many tools factor in backlink profiles, domain authority, and competition levels. However, because every tool uses a unique formula, these scores can be wildly inconsistent—and often fail to reflect real-world ranking opportunities.
1. The Problem with Conventional KD Wisdom
- Each Tool Has Its Own Formula
Tools like Ahrefs, SEMrush, or Moz have proprietary algorithms that blend backlink data, domain authority, or even how many pages share overlapping SERPs.- Real-World Impact: A home remodeling contractor in Phoenix might see “KD = 50” on one platform and “KD = 20” on another for “kitchen remodel Phoenix.” Which do they trust? It’s easy to get stuck in analysis paralysis.
- KD Doesn’t Always Factor in Local Intent
People often assume the query must say “near me” to signal local intent—but that’s not always the case. Tools sometimes overlook local search behavior, even when users simply type “kitchen remodel” and expect local results.- Example: A plumber in Boston might see a scary-high KD for “emergency plumbing,” but if the SERPs are full of smaller local competitors, that means it’s wide open for a well-optimized local page.
- User Intent & SERP Realities Often Outweigh a Numeric Score
You could rank quickly for a “high-KD” term if your page perfectly addresses the query. This is especially true for specialized services.- Healthcare Example: A hormone replacement therapy clinic might outshine huge hospital websites if they directly answer patient concerns and show plenty of social proof or testimonials.
Bottom Line: If you only look at the color-coded “Keyword Difficulty” box, you miss the real competition in the live search results.
2. A Simpler Way: The “SERP Reality Check”
Step #1: Google the Keyword
- Look at who’s ranking on page one: Are they massive national brands, aggregator sites, or a mix of local/regional businesses?
- Example: A local accounting firm searching “small business accountant Seattle” might see a range from Yelp listings to smaller firms. That’s a sign it’s not too crowded for newcomers.
Step #2: Assess Content Quality & Gaps
- How thorough are the top-ranking pages? Do they clearly answer potential client questions—or just provide surface-level info?
- Example: If the #1 search result for “MAT clinic near Tampa” barely explains treatments, a specialized clinic can outrank them by creating a more detailed, empathetic landing page.
Step #3: Check Domain Authority & Reviews (Quick Version)
- Sure, domain authority can matter, but you don’t need an expensive subscription to gauge it. Ask: “Are these well-known, powerhouse sites—or mid-level local brands?”
- If you see smaller businesses sitting at the top, you can likely compete with consistent, high-quality content and some basic SEO best practices.
Step #4: Decide If You Can Offer Something Better
- Can you deliver a fresher angle, deeper expertise, or a more trustworthy experience? If so, a “high-KD” keyword might still be winnable.
(This approach focuses on real SERP data over raw KD numbers—if you can outdo the existing results, go for it.)
3. Proof That “Common KD Scores” Can Deceive You
Mini Case Study:
I’ve personally tracked traffic that started pouring in for keywords rated “High Difficulty” by popular tools—even though I wasn’t intentionally targeting them. One client’s site sat on page two or three for these queries, and people kept coming through because they weren’t finding satisfying answers on page one. That signaled a gap in the market.
- Once we improved our content and optimized specifically for those terms, we shot up to the top—and the KD score never changed.
Why It Works:
- People turn to page two or three when the first-page results don’t meet their needs. If you spot unexpected traffic for a “difficult” keyword, it’s a clue that better content could leapfrog you higher.
- “High difficulty” often just means bigger websites happen to rank. But if those sites aren’t serving the user’s real intent, you can slip in and steal that traffic.
4. When a Keyword Is Truly Out of Reach
Sometimes, page one is dominated by authoritative, high-profile competitors with years of link-building under their belts.
- Example: If you’re a brand-new HR consultant, searching “employee benefits compliance” might show results from top-tier national law firms or official government sites.
- Long Game vs. Pivot: You could still try to outrank them with enough time and resources. But if you need quicker wins, pivot to more precise queries, like “employee benefits compliance for small tech startups,” so you stand out to a narrower but more relevant audience.
Key Takeaways
- Keyword Difficulty Scores Aren’t Gospel: They’re just one data point—and often a misleading one.
- Look at the Actual SERPs: Focus on who ranks now and how well they satisfy search intent.
- Factor in Your Niche & Location: Local queries don’t always say “near me,” but Google still knows a local intent when it sees one.
- Embrace Hidden Signals: Unexpected traffic for a so-called “impossible” keyword may mean gaps you can fill.
- Aim for a Competitive Edge: If you can outdo the existing results, you might succeed where a tool says you can’t.
Final Thought
No more letting confusing metrics hold you hostage. If your gut (and your SERP research) says you can deliver the best answer, give it a shot—because it’s not the number that matters, it’s how well you address what real people actually need.
Questions or Comments? Contact us to talk, or use the scheduler below to pick a time that works for you. If you’re already sneaking traffic on page two or three, let’s chat about how to push you higher—no matter what the KD “score” says.
