When it comes to SEO, there’s one thing every marketer faces: the challenge of picking the right keywords.
A surprising 65-85% of the top Google search results include keywords in their titles, yet businesses waste months targeting terms they’ll never rank for. The reason? They don’t fully understand keyword difficulty.
Let’s break it down.
If you’re spending time and resources creating content but chasing overly competitive keywords, you’re essentially writing for an audience that will never find you.
Keyword difficulty isn’t just about rankings, it’s a key piece of the puzzle for managing your content budget effectively.
Why Keyword Difficulty Deserves Your Attention
Visibility on Google
It’s a tough truth: only 0.63% of people click past the first page of Google results.
If you’re not on page one, it’s like you don’t exist.
On the other hand, pages in the top three positions see the highest engagement, averaging a dwell time of 3 minutes and 10 seconds.
This tells Google that these results satisfy searcher intent.
What does that mean for your strategy? Ranking high isn’t just about having great content.
It’s about matching your site’s authority to the competitiveness of the keywords you choose.
What is Keyword Difficulty?
Keyword difficulty (KD) measures how hard it is to rank for a specific keyword on a scale of 0 to 100. The higher the score, the tougher the competition. But these numbers aren’t just arbitrary, they’re based on specific factors like:
- The authority of competing websites.
- The quality and depth of content already ranking.
- The number and quality of backlinks pointing to top-ranking pages.
- How well the keyword aligns with searcher intent.
- The presence of SERP features (e.g., snippets, videos).
If your website is new or has lower authority, targeting keywords with a difficulty score under 30 gives you the best shot at ranking. Keep in mind, though, that low-difficulty keywords still need solid search volume to be worth the effort.
How User Behaviour Shapes Your Keyword Strategy
Desktop vs. Mobile Searches
Mobile users spend less time on pages, about 72 seconds on average, compared to desktop users, who stay for around 150 seconds. This behaviourr shift means you need to optimise for both device types. For example, mobile-friendly layouts, concise content, and faster load times are critical for engaging users on smaller screens.
Four Key Elements of Keyword Selection
-
Search Intent
People search for different reasons, and understanding intent is crucial. Here are the four primary types of searches:- Informational: Users want answers (e.g., “How to bake a cake”).
- Navigational: Users are looking for a specific brand or site (e.g., “StudioHawk”).
- Commercial: Users are researching products or services (e.g., “best SEO tools 2024”).
- Transactional: Users are ready to make a purchase (e.g., “buy running shoes online”).
Without matching content to searcher intent, even easy-to-rank keywords won’t help you achieve your goals.
-
Competitive Analysis
Take a close look at who’s already ranking for your target keywords. Look for:- Differences in domain authority.
- Gaps in content depth or quality.
- The freshness of their pages.
- Whether they occupy SERP features like snippets.
-
Long-Tail Keywords
Long-tail keywords, phrases with three or more words, may have lower search volume, but they’re often more specific and have higher conversion rates. For instance, “best shoes for running marathons” is more focused than “running shoes” and usually faces less competition. -
Technical Feasibility
Even the best keyword strategy won’t work if your site isn’t up to par. Address technical SEO issues like page speed, mobile responsiveness, and crawl errors to improve your chances of ranking.
Building a Data-Driven Keyword Strategy
Start with a Baseline Assessment
Before diving into keyword research, evaluate where your site currently stands. Collect these key metrics:
- Domain Authority: Use tools like Semrush or Ahrefs to determine your site’s authority score.
- Average Rankings: Check where your existing pages rank for relevant keywords.
- Conversion Rates: Understand how well your organic traffic converts into leads or sales.
- Traffic Levels: Track how much organic traffic you’re getting and from which keywords.
Knowing these numbers helps you set realistic targets for keyword selection.
Group Keywords by Priority
1. Quick Wins
These are keywords you can rank for quickly, usually within 3-6 months. Look for:
- KD scores under 30.
- Keywords that match your content’s intent.
- Pages currently ranking on pages 2-3 of Google.
- High commercial value, meaning they drive conversions.
Quick wins provide momentum, allowing you to see results early and reinvest resources.
2. Growth Opportunities
These keywords are for medium-term goals, typically 6-12 months. Ideal candidates include:
- KD scores between 30-50.
- Keywords with growing search trends.
- Gaps where competitors haven’t fully optimized their content.
- Terms that align with your business objectives.
3. Aspirational Targets
These are your long-term goals, requiring more authority and resources. Look for:
- KD scores above 50.
- Keywords with high search volume.
- Terms that boost your brand’s authority and visibility.
Making Your Strategy Work
Craft Content That Captures Attention
It’s not enough to target the right keywords; your content needs to engage your audience. Here’s how:
- Write for readers first, search engines second. Use clear, concise language that’s easy to skim.
- Incorporate visuals, such as images and videos, to increase time spent on the page.
- Format for mobile users with shorter paragraphs and optimized layouts.
Fine-Tune the Technical Details
Even the best content won’t rank if your site has technical issues. Prioritize:
- Fast page speeds to keep users engaged.
- Mobile responsiveness to ensure usability on all devices.
- Clear, descriptive URLs.
- Proper header structures for better readability and SEO.
- Schema markup to enhance your SERP appearance.
Measuring Success and Adjusting Course
SEO isn’t static. Regularly track your performance and tweak your strategy as needed. Key metrics to monitor include:
- Rankings: Check how your target keywords are performing.
- Traffic: Measure changes in organic visits.
- Engagement: Track dwell time, bounce rates, and page views.
- Conversions: Evaluate leads and sales generated from organic traffic.
When performance plateaus, analyze what’s changed. Are competitors updating their content? Have search trends shifted? Use these insights to stay ahead.
The StudioHawk Approach
Keyword difficulty isn’t about chasing impossible goals, it’s about picking battles you can win.
By focusing on achievable keywords, aligning content with user needs, and adapting based on data, you can turn SEO into measurable growth.
Ready to target the right keywords and get real results?
StudioHawk’s expert team can create a strategy tailored to your business.
Let’s make your SEO work smarter, not harder.
