Check keyword difficulty.
Pick winnable terms.

The number is a backlink estimate wearing a costume

Nearly every keyword difficulty score is a function of the backlink profiles of the pages currently ranking: how many referring domains point at the top ten, and some vendor-specific authority weighting. That is a reasonable proxy, which is why every tool agrees that "insurance" is hard and a nine-word question is easy.

The disagreement lives in the middle of the range, which is exactly where your decisions are. Put the same keyword through three tools and you can see twenty points of spread. None of them is broken; they are measuring slightly different things with different data.

The three things difficulty cannot see

Intent match. If the top ten results are all listicles and you are planning a product page, the keyword is effectively impossible for you regardless of its score. No difficulty model checks format fit.

Domain-topic fit. An established SEO site ranking for an SEO query has an advantage no link count captures. The same keyword is a different difficulty for you than for a general news site.

SERP crowding. If an AI Overview, four ads and a video carousel sit above the organic results, ranking first organically may still deliver very few clicks. A difficulty of 20 on a query where organic starts below the fold is a misleading number.

Use it as a filter, not a verdict

Difficulty earns its keep at scale. Sorting three thousand exported keywords by a difficulty column removes the obviously impossible and leaves a shortlist worth looking at properly. Used that way it is genuinely valuable. The failure is treating a score of 34 as a decision.

Once you have a shortlist, the check that actually decides it takes thirty seconds per keyword: search it in a private window, look at what format ranks, count what sits above the organic results, and see whether any small site is in the top ten.

A shorter route

UtilitySEO gives a keyword difficulty estimate alongside search volume from the Google Ads API, but the more useful surface is untracked keyword discovery: queries where your site already earns impressions but which you are not tracking. That reframes the question from "what could I rank for" to "where am I already at position 15 with real impressions", which is a far shorter and more actionable list than any difficulty-sorted export.

What is keyword difficulty in SEO?

Keyword difficulty is a score, usually out of 100, estimating how hard it would be to rank on the first page for a term. Nearly every SEO keyword difficulty checker calculates it primarily from the number and strength of links pointing at the pages currently ranking. It is a link competitiveness estimate with a friendlier name, which is why two tools can score the same keyword 28 and 61 and both be internally consistent.

That makes it useful as a filter and misleading as a verdict. It cannot see search intent, it cannot see that six of the ten results are answering a different question, and it cannot see that you already rank at position 14 for the term and need a better page rather than more links.