Keyword Difficulty

SEO

Also: KD · SEO Difficulty · Keyword Competition

KD Score = 0-100 (proprietary algorithm, varies by tool)

Scale0-100 (higher = harder to rank)

Sweet spotLow KD + meaningful volume = quick win

Tool varianceAhrefs, Semrush and Moz scores differ significantly

Quick definition

A score from 0 to 100 that estimates how difficult it would be to rank on the first page of Google for a given keyword, based primarily on the authority and content quality of competing pages.

Where it shows up in the data

What drives KD

Keyword difficulty is primarily calculated from the domain authority and backlink profile of pages currently ranking on page 1. A keyword where all top 10 results are from high-DA sites (news outlets, major brands, government sites) will have a high KD score.

KD vs search volume trade-off

High-volume keywords usually have high difficulty because many sites have tried to rank for them. The strategy for most sites is to find keywords with meaningful volume (enough to drive traffic) and manageable difficulty (the current top 10 pages are beatable).

Tool differences

Ahrefs KD, Semrush KD and Moz KD use different methodologies. A keyword scoring 35 in Ahrefs might score 55 in Semrush. Always use one tool consistently to compare keywords. Do not cross-compare scores from different tools.

Content quality as a modifier

KD scores are based on existing results. If the current top 10 pages are thin, poorly-optimised or outdated, you may be able to rank despite a higher KD score by publishing significantly better content.

What it actually means

Keyword difficulty is a tool-generated estimate of how hard it will be to rank on page 1 for a given search term. It is calculated primarily from the backlink profiles and domain authority of the pages that currently rank. A high KD means you are competing against entrenched, well-linked pages. A low KD means the current ranking pages are weaker and potentially beatable with good content. KD should always be evaluated alongside search volume — a KD of 5 with zero monthly searches is not a keyword worth targeting.

Low keyword difficulty is not a consolation prize. It is the fastest path to organic traffic for most Australian businesses.

How to calculate it

KD is calculated by individual tools using proprietary algorithms based on referring domains, domain authority and URL authority of current page 1 results. The scale is 0-100 with higher scores indicating more difficulty.

Worked example. Ahrefs KD 8: probably achievable for a new site with good content. Ahrefs KD 35: achievable for an established site with a solid link profile and excellent content. Ahrefs KD 70: requires significant domain authority and dedicated link building over 12+ months.

The Australian context

Australian search volumes are 5-20x lower than US equivalents, which generally means lower KD scores for the same industry. A keyword that is highly competitive in the US may be very achievable in Australia. This is an advantage for Australian businesses targeting local search terms.

Where people get this wrong

Targeting only high-volume, high-KD keywordsNew and mid-authority sites cannot rank for terms dominated by major brands and publishers. Targeting lower-KD, long-tail terms builds traffic, authority and momentum that eventually enables competition on harder terms.

Comparing KD scores across different toolsEvery SEO tool uses a different algorithm for KD. An Ahrefs KD of 30 and a Semrush KD of 30 are not equivalent. Choose one tool and stick to it for consistent comparisons.

Ignoring SERP features when evaluating KDSome keywords with low KD are dominated by knowledge panels, featured snippets or People Also Ask boxes that capture most clicks before organic results. A KD of 10 with zero click-through opportunity is not actually a useful target.

Common questions

What keyword difficulty should I target?

As a starting guide: new sites should focus on KD 0-20, established SMBs on KD 15-40, and well-established sites with strong backlink profiles can target KD 40-60. These ranges vary by tool and industry.

Is keyword difficulty the same in every SEO tool?

No. Ahrefs, Semrush, Moz and other tools each use their own proprietary algorithm to calculate difficulty. Scores are not interchangeable. Pick one tool and use it consistently for comparisons.

Can I rank for a high KD keyword with great content?

Sometimes. If the current top 10 results are poorly-optimised, outdated or lack depth, exceptional content can outrank them despite a higher KD score. But KD accurately predicts difficulty when current results are from authoritative, well-optimised sites.

Keep exploring

About New Rebellion

New Rebellion is a marketing intelligence consultancy. We build tools, score Australian businesses on how their marketing actually performs, and publish Debrief every day. This dictionary is part of how we work in the open.

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