Key and Important Guide

Key and Important Guide

The role of keyword difficulty in the search

This article is talk  about the following:

What is the keyword difficulty?

SEO Research Volume

Intention in PPC

In a world where large and impressive numbers have fame, the volume of research is often a betthref=”” target=”_blank” rel=”noopenerword difficulty. While it’s important to know how often, in a given month, your keyword is usually entered as a query, it’s equally important to understand the level of competition involved to gain the supremacy of ranking on this keyword. Find the strong inverse relationship between search volume and keyword difficulty – a high difficulty keyword with a low level of difficulty – with the help of a keyword research tool . using PPC) or create organic content around (using SEO).


But there is a third ingredient to the secret sauce when it comes to finding impactful keywords for your business. A keyword with high volume and low difficulty is useless if it does not match your marketing goal – so it’s essential to understand not what research, but why looking for it Is the keyword relevant enough to merit an offer? Does it apply enough to your business to deserve a blog post?

This guide aims to thoroughly examine the importance of keyword difficulty in conducting an effective search on key words it relates to the search volume and the number of keywords. research intent. We will also examine the nuances associated with the use of complex keywords for disparate purposes – find keywords PPC and find keywords SEO .

What is the keyword difficulty?

Keyword difficulty (or “competition”) is a measure used to determine the difficulty of ranking a keyword. Assessing the difficulty of keywords can help you determine whether or not you want to: 1. Optimize an organic page for that keyword, or 2. Bid on that keyword in a Google Ads campaign. A number of factors come into play in determining the competitiveness of a keyword and a number of nuances to integrate keyword competition into various marketing campaigns.

Let’s start with how you can use keyword difficulty to optimize SEO.

Difficulty of Keywords: Through the Lens of SEO

The difficulty of keywords in SEO is largely a measure of the number and quality of backlinks to the top ten pages of the page of search ngi e results (SERP). these pages are based on the strength of their backlinks. The SEO keyword tools evaluate the “competitiveness” of a SERP by examining the domain authorities (or domain assessments) and page permissions (or URL classifications) of the indexed pages.

Confused? Let’s review these terms with a little more detail.

Understanding Domain Authority, Page Authority and Link Equity

As “keyword difficulty”, “domain authority” and “page authority” and l & URLs depending on the product you are using – are not Google sanctioned terms. Instead, they are metrics created by SEO vendors to estimate the amount of links that a page or domain contains. Because of this, you will notice variations in the measurements themselves, not only from one product to another, but also according to the accuracy of the pages they evaluate.

The fairness of the links is as useful as for conceptualizing the domain authority and the page authority. An outgoing link to a page contains as much link equity as the incoming links (external and internal) associated with it. So, if you have two pages, page A and page B …

seo marketing

… and page A has more inbound external links than page B, an outgoing link from the page A that an outbound link from page B (assuming that incoming links come from pages with the same level of authority).

The Page Authority measures page-level equity. The domain authority measures the scale of the site. While domain authority is a strong indicator of the quality of an inbound link, page authority is generally more directly related to Google rankings, as it provides a more granular overview of backlink profiles. indexed pages.

How is the difficulty of the keywords taken into account?

As the difficulty of the keywords evaluates the competitiveness of the first ten pages of the SERP you are looking for, you can estimate the difficulty of a keyword by consulting the domain authorities. and the page authorities listed. Suppose you are writing a blog post on keyword difficulty:


You can perform a competitive analysis by examining, page by page, the strength of your keywords. backlink profiles of competitors are. The big above overview of competing domain authorities and page authorities comes from an extension of Moz called MozBar . MozBar tells you exactly how many backlinks you have to manage on each page; it does not tell you the quality of these backlinks. If you want to get more details in your survey, you can use a tool such as the Ahrefs site explorer to see exactly where the page with ranking  is receiving its inbound links:

digital marketing

does not tell the whole story – links from 68 lower sites will not bring you to the first page, but it is still useful – SEMrush has reference domains to number 5 on his list of ranking factors .  Let’s look at these elements in the broader context of finding the best SEO keywords for your content.

Introduction to Volume and Intent

As we have seen, effective keyword research relies on three ingredients: keyword difficulty, search volume, and intent . Now that you understand the difficulty of keywords from the point of view of SEO, let’s talk about the combination with the search volume and the intention of finding SEO keywords.

SEO Research Volume

Searches performed monthly for your keyword. In general, the higher the search volume of a keyword, the more page optimized for that keyword generates significant traffic for your business. You can evaluate the potential traffic value of a keyword by comparing the search volume to the pages viewed in Google Analytics. If your best blog publishes rakes on 300 visits per month, a search volume of 300 is a good criterion for searching for new keywords. base your content.

Intention in SEO

There are traditionally three types of research intentions (we will come back to this when we talk about the PPC):

  • Transactional: A Search to Make a Purchase – c . in other words. “Buy PPC software”.
  • Navigational: A search to reach a destination on the web, for example “wordstream” if you wanted to access the homepage of WordStream.
  • Informational: A search conducted for the purpose of acquiring information, ie. “Best PPC software.”

Note: Depending on who you ask, a fourth type of petition, “commercial intent“, would represent a person almost ready to make a purchase. We will stick to the above three variants for the moment.

It is important to optimize for the three search variants. The pages closest to your home page (product pages, pages, etc.) should be more optimized for navigation and transactional keywords than the pages farther from your home page. For example, a person looking for “men’s fur coats” is closer to someone trying to “choose a fur coat”. A product page is more appropriate for the first query; a blog post is more appropriate for the second.

The information search intent is a little less monolithic than the intention of navigation or the transactional intent. Depending on your business goals, you can optimize the keywords that are very closely related and to your brand and products. For example, suppose your goal is to generate very dynamic traffic – so that users can access your site in any way possible, so that they can become familiar with your brand. Using the example of the fur coat above: if you are selling fur coats, “coat vs. jacket” is not as low in the funnel as “how to buy buy a fur coat. Keyword Difficulty Coat vs Jacket ”

Bring these users, who simply look for information, to your website and turn them into potential users. They now have the ability to navigate to your product pages, create a contact form or launch your Facebook pixel and open to remarketing.

difficulty of keywords : The Secret Sauce

All sites want to rank for high volume keywords with intentions that correspond to their business objectives; and because of this, the difficulty of keywords is a key differentiator. You can use keyword difficulty to find large, high-intent keywords that are less difficult to categorize than other high-volume, high-intent keywords. This can save you a lot of time and frustration by creating content that has the potential to generate traffic, but never quite because of the level of competition in the SERP.

You can use the difficulty keyword as a point of support to find keywords that already meet your needs in terms of volume and intent, but which may or may not be worth your time depending on their competitiveness.

Difficulty of keywords: through the lens of the PPC

The difficulty of keywords works a little differently in PPC, the most obvious being the name: “Competition” is the metric we are going to talk about. The keyword ranking in PPC is generally assigned a rank – low, medium or high – which indicates the level of competition for that keyword against all keywords. According to Google Keyword Planner: “Competition is the number of advertisers who have displayed on each keyword against all of Google’s keywords. We calculate the number of advertisers bidding on each keyword against all of Google’s keywords. This data is specific to the placements and search network targeting option you selected.

Just like the SEO keywords, the most coveted PPC keywords maintain a high volume-low competition ratio. These keywords represent the potential to generate significant traffic without costing an arm and a leg. As such, competition is critical to determining whether or not to bid on a keyword, but as noted above, volume and intent remain irreplaceable parts of the process.

Search Volume in PPC

As you can imagine, search volumes are generally lower for longer keywords, but this is not necessarily a bad thing. For example, compare “marketing” and “click marketing software”. We would call marketing a “generic” term – a broad keyword that consists of a single word or a short phrase. The major terms usually have high volumes. On the other hand, given that high volumes are sexy, the main terms are usually very competitive – they represent a high traffic potential, but not without a significant supply, and not without a well-crafted ad.

On the other hand, we would call “click costing software” a long-tail keyword . Long tail keywords with low search volumes are not ideal. but because they are longer, they are usually more specific. If you find one with a decent search volume that is relevant to your niche, you are giving yourself the opportunity to earn valuable clicks at a very reasonable price.

Intention in PPC

Let’s look again at the traditional types of research intent:

  • Transactional: A search to make a purchase, c & # 39, that is, “Buy PPC software.”
  • Navigational: A search to reach a destination on the web, for example “wordstream” if you wanted to access the homepage of WordStream.
  • Informational: A search conducted with the intention of acquiring information, ie “Best PPC Software”.

The intention in PPC is as important, if not more important than the intention in SEO. A blog post optimized for a keyword that turns out irrelevant costs you nothing other than the time it took to write the article; a search ad optimized for an irrelevant term

Ask what your ideal client is looking for? Does the query realistically align with this need? Does the query trigger irrelevant searches that must be added as negative keywords ? All of these questions play a role in determining whether or not to bid on a keyword, and how aggressive you should be in your auction strategy.

An effective way to incorporate intentions into PPC is to incorporate re marketing lists for search ads (RSLA). RSLAs allow you to customize your campaigns for people who have already visited your site and tailor your bids and ads to those visitors when they search on Google and search partner sites. When you associate RSLAs with keywords, you assign them a more granular intent layer – this person has searched for your target keyword and has already visited your site, which allows you to to adjust your offer and your message. submission strategy accordingly.

While we’re about to get more for your ad spend, we should mention proper budgeting. When we say “okay,” we mean this: the majority of your PPC budget should be spent on the keywords most likely to convert:


These numbers are not accurate. This is just an example of a potential failure.

Read: Be balanced, but spend the most dollars on keywords with the highest transactional intent.

Competition with Keywords: How to Be Competitive While Protecting Against Excessive Expenses

Naturally, less competition is “better”; but inevitably, there will be competitive keywords on which you want to bid because they match the goals of your campaign. Here are some ways to guard against excessive spending in the following cases:

  • Be careful in your type of correspondence . Bidding on long-tail keywords with exact matches or exact phrases gives you more control over where you’re showing your ads. This can help you avoid showing ads to people who have made irrelevant queries. Take note, however, that the exact match is not as accurate as before.
  • Perform negative keyword searches. You may find that part of the competitive difficulty related to a keyword comes from requests related to to your product or service, but which are ultimately not relevant. Searching and adding negative keywords allows you to eliminate these keywords, reduce unnecessary expenses and improve your competitive advantage.
 Negative Difficulty by keyword
  • Concentrate on the quality score. If your ad copy is relevant and your landing page is optimized, you will invariably reduce costs and you will be auctioned a long way ahead.
  • Take note of the suggested offers. The suggested bid is a keyword planner metric that gives you an idea of ​​the amount of bids to be made to capture ad slots for your target keyword. It takes into account the cost per click (CPC) that advertisers pay for that keyword, as well as the location and search network settings that you selected. For advertisers with a small budget, the suggested offer can help you determine the feasibility of capturing this position.

Using the Opportunity Score to Discover Valuable Keywords

Volume, Competition, Average CPC, Intention … it can be difficult to sift through stacks of keywords while keeping in the All these factors. Would not it be interesting to measure the potential viability of a keyword by grouping together all the important metrics?

The opportunity score of WordStream is here for that. Use our free Keyword Tool and you will find each keyword evaluated based on the potential value it represents for your business.

 Keyword seo

The opportunity score takes into account search volume, competition and average CPC. assigns each keyword a score of 1 to 10 based on these metrics. With the volume / competition quantization ratio, you can focus on intentional filtering.


Let’s reiterate the key word “secret sauce”: volume of research, difficulty of the key word (or competition) and intention. No keyword can be properly evaluated without all three ingredients being taken into account, whether you are working in paid research or organic research. That said, control the volume and intent of the search, and the difficulty of the keywords becomes an effective measure to filter your search. Know your budget and the goals of your campaign, identify the SERPs in which you can be competitive and select accordingly.

Quote from Kristina Simonson, our in-house acquisition expert, who helped write this post.


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