How is keyword difficulty calculated?
Each SEO tool calculates it differently, but most look at how strong the current top results are. Ahrefs, for example, looks up the top ten ranking pages for a keyword and counts how many websites link to each of them.
On Ahrefs’ scale, a score near 0 means the top pages have very few links, a score around 50 means they have a couple of hundred linking sites, and a score above 90 means thousands.
Why do different tools show different scores?
Because there is no standard formula. Each tool uses its own data and weighs different factors, so the same keyword can get very different scores. Ahrefs’ own comparison of several tools shows large differences for the same keywords.
Compare scores within one tool rather than across tools. A 30 in one tool and a 30 in another do not mean the same thing.
How should you use keyword difficulty?
Use it to sort and shortlist, then check the real results yourself.
- 1Pull a list of searches around your topic from one tool.
- 2Sort by difficulty and set a ceiling that fits your site, lower for a new site and higher for an established one.
- 3Search the shortlisted keywords and look at who ranks: big brands, forums, or sites like yours.
- 4Check whether the top pages actually answer the search well. Weak or off-target results can make a hard-looking keyword winnable.
What does keyword difficulty look like in practice?
Here is an example comparing three searches for a small gardening site.
| Search | Difficulty | Who ranks now | Realistic? |
|---|---|---|---|
| tomato plants | 71 | Large retailers and encyclopedias | No |
| why are my tomato leaves curling | 18 | Mix of blogs and forums | Yes, with a thorough page |
| grow tomatoes on a balcony in winter | 4 | Old forum threads | Yes |
Frequently asked questions
What is a good keyword difficulty score to target?
It depends on your site. A new site with few links should usually start with the lowest scores in its tool, then aim higher as it earns links and rankings.
Does keyword difficulty account for my own site?
Usually not. Ahrefs describes its score as measuring how hard it is for the average website to rank, not your site in particular.
Is keyword difficulty the same as competition in Google Ads?
No. Ads competition measures how many advertisers bid on a keyword. Keyword difficulty is about ranking in the unpaid results.
Can I rank for a high difficulty keyword?
Sometimes, if your page answers the search much better than what ranks now. It usually takes strong content, good internal links and links from other sites.