Keyword Competition: The Ultimate Guide

This is the ultimate guide to keyword competition.

Specifically, I’m going to show you the step-by-step process you can use to figure out a keyword’s competition level.

This is the same process I’ve used to uncover low-competition terms that helped me rank #1 in Google:

Google search – "mobile seo"

(Within weeks)

So if you want to learn how to quickly evaluate a keyword’s competition in Google’s organic results, you’ll enjoy today’s guide.

Let’s get started.

What is Keyword Competition?

Keyword Competition is the process of evaluating how difficult it is to rank on Google’s first page for a specific term. Competition is based on a number of factors, including domain authority, page authority, and content quality.

With that, here’s how to figure out how competitive a keyword is.

Step #1: Install The MozBar

There’s a free browser toolbar that makes evaluating Keyword Competition faster and easier: The MozBar.

Here’s how to install and set it up:

Head over to this page. And click the big yellow button:

Moz SEO Toolbar

And install and the MozBar on your Chrome browser.

Now, whenever you do a search in Google, you should see information from MozBar in the SERPs:

Google search with Moz

Now that you have the MozBar set up, it’s time to size up the competition based on a handful of different factors.

Step #2: Look at Page Authority

There’s an old SEO adage that goes: “Google doesn’t rank sites… it ranks pages.”

Although a site’s domain authority and brand presence play important roles, the #1 factor in a page’s ability to rank in Google is the authority of that page.

So there’s a lot of truth to that old adage.

The best measurement of a page’s authority is Moz’s Page Authority.

You can easily check Page Authority by looking at the “PA” number in the MozBar SERP Overlay:

Google search with Moz PA

It’s OK for a SERP to have a few high-PA results on the first page. That’s the case for most medium or high volume keywords.

The important thing is to keep an eye out for low-PA pages. Those pages are ripe for getting knocked off by your new, awesomely-optimized page. If you see a lot of these, consider giving that keyword the green light.

Step #3: Check Out Referring Domains

At its very core, Google is a vote collection engine.

The more “votes” a page gets (in the form of backlinks), the higher it tends to rank.

(Think links don’t matter anymore? Our recent ranking factors research study found that the number of referring domains was correlated to higher rankings more than any other factor).

Which means that the number of referring domains is one metric that’s 100% worth looking at.

Because there are several link analysis tools out there, there’s no shortage of conflicting data about how many links a page has pointing to it.

So you have two options: you can use the MozBar. Or you can use Ahrefs.

Moz’s link index isn’t nearly as good as Ahrefs’. But the MozBar is convenient because it shows you data from within the SERPs.

Here’s how to use both:

You can see the number of referring domains from the MozBar if you have a pro account:

Google search with Moz links

You can also use a tool like Ahrefs to see how many referring domains point to a particular page.

Just take a URL from Google’s first page…

Google search – URL

…and pop it into Ahrefs.

And the tool will show you the number of referring domains linking to that page:

Ahrefs – WordPress hosting

This process takes longer than using Moz’s toolbar. But the upside is that the data from Ahrefs tends to be a lot more accurate.

Step #4: Look at Domain Authority

I don’t need to tell you that Google loves ranking pages from major authority sites like (like Wikipedia and Amazon).

Sure, some pages from these sites rank on page authority and the quality of their content.

But most pages on authority sites get a HUGE bump from the simple fact that they’re on an authoritative domain.

Which means that – when you evaluate keyword competition — you also want to take a look at the sites you’re competing against (not just pages).

Fortunately, the MozBar displays Domain Authority on the SERP overlay:

Google search with Moz DA

In general, results with high PA and DA are super-competitive.

As you might expect, you want to see a lot of the top 10 results with low PA and DA. These are keywords that you can easily rank for.

In other words, a page’s authority is most important… but you also want to take DA into consideration.

Pro Tip: Watch Out For Big Brands

Brand signals are signals that show search engines a site is a large brand. And they’re becoming more and more important in Google’s algorithm.

Which means you want to take a brand’s size into consideration. For example, sites like Amazon, and YouTube are given an edge over small brand results… even if those smaller brands have similar page and domain authority.

Step #5: Evaluate Link Profiles

If you’ve been in the SEO game for a while you know that link metrics can be VERY misleading.

Sites with spammy link profiles sometimes have a high DA and PA. But because they’re using spam links, they’re not going to stick on the first page over the long run.

So, if there’s a keyword that looks especially competitive, but you have a gut feeling there’s a lot of black hat SEO behind the results, spot check the top 10’s link profile.

You may also want to see if any of the top 10 have links that are going to really, really hard for you to get (for example, media mentions on major news sites).

Either way, if you’re going to put a lot of effort behind ranking for a keyword, it makes sense to have a feel for how each site cracked the first page. And the best way to do that is to check out their link profile.

First, copy the URL of one of the top 10 results:

Google search – "gluten free cookies"

Paste that URL into Ahrefs:

Ahrefs – Search bar

Click “Backlinks” in the sidebar:

This will display all of the external links pointing to that page.

Ahrefs – Menu – Backlinks

Finally, glance at the top 10-25 links in their link profile:

Ahrefs – Referring pages

You can usually tell within a few seconds whether or not the page uses black hat SEO.

Links coming from these places tend to indicate a black hat link profile:

  • Low quality web directories
  • Article directories
  • Blog networks
  • Spammy blog comments

Also keep an eye out for keyword-optimized anchor text from external links. That’s another sign that a page is using black hat link building to rank.

On the other hand, if a page has a lot of these links, beating them might be more competitive than the PA and DA numbers indicate:

  • Links from news sites, like
  • Editorial links from authoritative sites in your industry
  • Links from popular blogs

The point here isn’t to obsess over their link profile. It’s just another layer of information to help you make an informed decision.

Step #6: Check Out Their Content Optimization

You already know that on-page SEO can make or break a site’s ability to rank.

That’s why you want to pay attention to the on-page SEO of your would-be competitors in the top 10 results.

For example, let’s say you want to rank for “gluten free cookies”.

Well, you’d want to look at the title tags of the pages on Google’s first page.

Google search – Titles

(Title tags are the blue links in the search results)

These two results use the exact keyword or a close variation of the keyword in their title.

Google search – Titles, similar

So I’d consider those two pages well-optimized.

To dig deeper, click on one of the results. Next, click on the “Page Analysis” icon in the MozBar:

Moz bar – Menu

And this will display information on the page’s basic on-page attributes:

Moz bar – Elements

If the keyword is included in an H1/H2 tag and in the URL, consider the page well optimized.

On the other hand, if a page has lazy on-page SEO, it can be easy to rank above that content… even if it has decent authority.

Step #7: Find “Easy Target” Results

When you see one or more Easy Target Results in the top 10, it’s time to celebrate. You just found a low-competition keyword.

Here are results that tend to indicate a very, very low competition keyword:

  • Pages with <10 PA and DA
  • Ezine Articles
  • Yahoo! Answers
  • Buzzle
  • HubPages
  • Ebay
  • Blogspot (or other free blog)
  • Press release sites

Here’s an example of a keyword with Easy Target results:

Google search – "how does overnight shipping work"

And one more:

Google search – "polenta"

Step #8: Evaluate Content Quality

Are backlinks and on-page SEO important metrics to look at when sizing up Google’s first page?


But don’t forget that the quality of your content is a HUGE part of your ability to crack the top 10.

In other words, if you want to rank for a competitive keyword, be prepared to match (or beat) the quality of the top 10 results.

Even though this process is subjective, you can usually get a feel for what type of content you’ll have to bring to the table with a minute or two of digging.


Just search for your keyword and read the content that ranks in the top 10 results.

Let’s look at an example keyword, “health benefits of garlic”.

Google search – "health benefits of garlic"

The first result, from Healthline, is a high-quality article written by a legit nutrition expert:

Healthline article

The article also cites several scientific research studies, which makes this content more credible.

Healthline article – Facts

In other words, it will take some insanely good content to beat out the #1 result.

Let’s look at another piece of content that’s ranking much lower in the results, WHFoods:

WHFoods – Garlic

The first thing I notice is the layout and design is REALLY dated. This probably hurts that site’s ability to get links and social shares. So right off the bat you know that content design is one way to stand out from what’s already ranking.

However, the content itself is outstanding. It has charts:

WHFoods – Garlic chart

Cooking tips:

WHFoods – Garlic serving ideas

And a list of scientific references:

WHFoods – Garlic references

What keeps this page from ranking higher is its dated design and on-page SEO.

The title tag of the page is simply “garlic”. And it’s not well-optimized for the keyword “health benefits of garlic”.

Otherwise, the content itself is very good, but beatable.

Finally, let’s look at another result on the first page:

Organic facts – Garlic oil

Unlike the HealthLine article, this article wasn’t written by a certified expert (the author is anonymous) and doesn’t cite any research. That’s good news: it means that this content should be easy to beat!


That’s it for my guide to keyword competition.

And now it’s your turn.

How to do evaluate a keyword’s competition?

Do you manually size up Google’s first page?

Or do you use a keyword difficulty tool?

Either way, go ahead and leave a quick comment below.

  1. Great Post Brian. Our process is very similar but one extra step we add (and see great results from) is comparing results for the keyword SERP2 and “keyword” SERP1. This shows us extra pages where the on-page is good but something else is preventing it from ranking on SERP1. This perfect for adding extra pages into POP.

  2. I googled a keyword. Top two results had:
    1) PA: 38, links to the page according to MozBar: 130, DA: 38
    2) PA: 55, links to the page: 293 DA: 90
    Both meta descriptions were not optimized so I decided to dig a bit deeper and see why a page with lower PA, lower DA and less links was ranking 1st.
    1) It had a featured snippet
    2) Its article was +6,000 words long with LOTS of internal links and a few outbound, whereas the DA-90 page has an article with less than 1,000 words.
    So clearly article length, quality and links to other pages on the site matter A LOT.
    In-depth, quality content still seems to be ranking factor #1!

    1. In many cases that’s what you’ll see, Stefania. Bu notice how both pages have a lot of links. That’s still the foundation.

  3. As always, great content. Thank you very much!

    But what is considered a low PA and what is considered an average PA?


    1. Hi Frank, you’re welcome. It depends a lot on your niche. So I wouldn’t sweat averages too much. Just look at what’s “low’ and “high” in your industry and go from there.

  4. Hey Brian,

    Fantastic article! I’m an SEO account manager so I like to use SEMrush to find low competition, high-volume keywords for my clients. I’ve noticed that the keywords shown having a low keyword difficult percentage typically show low PR for the first page results when I use Moz’s toolbar to scan the top 10 results. One thing I wish was taken into account with both tools, though, is a site’s On Page optimization difficulty – for example, I have a niche that ranks #1 for a bunch of terms that have a very high keyword difficulty (70-80% range). While my site does have a decent amount of authority according to Moz (DA 20), the main reason why I’m ranking highly is because my On Site is much better optimized than the competition. However, had I just looked at the KD% I would have thought these were not good keywords to go after. Do you know if there’s a way to measure the top 10 SERP’s On Page difficulty based on certain keywords? Thanks!

  5. Hi Brian,
    What’s your thought on KD/SD?
    Do you think the Keyword difficulty/SEO difficulty score is of any use while finding low competition keywords?

    I found a keyword, which according to ahref, has a KD of 10 and according to ubersuggest the SD is 16. But for the same Keyword, the semrush has the Keyword difficulty of 71. I am bit confused now 🙁

  6. Hello Brian

    Thanks for Your Information about keyword Research.

    But i am Little Confused about that, i am using Ahref and finding keywords “Dog Grooming ” Its Competitions Showing Zero.

    But In Google Keyword Planner Competitions index value is 23.

    How can i decide this keyword is perfect?

  7. Hey Brian,

    Came here from Doug’s website. I’m just starting out and I’m here for knowledge. For some reason after reading this post I’m feeling I’ve chosen the wrong keywords (lol). Hopefully I’ll work it out soon.

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