E-commerce
September 17, 2026
Wondering how to assess keyword difficulty to prioritize your SEO opportunities? The answer lies in one sentence: keyword difficulty is primarily measured by competition, meaning the number and quality of sites already ranking well on Google. For an e-commerce merchant, properly assessing this difficulty avoids wasting time and resources on terms that are nearly impossible to dominate, especially when starting out.
But beware, no tool provides an absolute truth. Each platform uses its own method, and results can vary significantly from one to another. It is therefore necessary to cross-reference data and maintain a critical eye. So how do you assess keyword difficulty? On the agenda:
What is keyword difficulty and why is it crucial for your store?
How do the main SEO tools calculate this difficulty?
Why do results vary so much between platforms?
How to use Google's allintitle search to estimate competition?
What strategy should you adopt to prioritize your keywords effectively?
Let's get started.
Summary
What is keyword difficulty and why is it crucial for your store?
Keyword difficulty is an estimate of the competition for a given term on Google. It indicates how complicated it will be to reach the first page of search results. For an e-commerce business, this metric is essential: it allows you to prioritize opportunities and avoid going after terms where industry giants already dominate.
A keyword with high difficulty will require a lot of time, content, and backlinks to hope to rank. Conversely, an easy keyword can bring quick and qualified traffic. By correctly assessing this difficulty, you focus your efforts where they will be profitable.
This is especially true for newer stores or small businesses. Without a proper assessment, you risk producing content that will never rise in the search results, and overlooking high-potential opportunities. Keyword difficulty is therefore an indispensable filter for building a realistic and effective SEO strategy.
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How do the main SEO tools calculate keyword difficulty?
Each SEO tool has its own method for calculating keyword difficulty. Semrush, for example, recommends targeting keywords with a difficulty below 14, as they are the easiest to rank. Its formula takes several factors into account, but most are related to backlinks: the number and authority of pages pointing to the current results.
Ahrefs, for its part, suggests aiming for a difficulty under 10. Its calculation is simpler: it counts the number of referring domains pointing to the top 10 pages. No hidden formula, according to the tool. SE Ranking uses an internal assessment of the authority of ranked pages, with thresholds: under 9 is "safe," between 10 and 19 is "effortless."
WebCEO offers a more transparent approach with the "Keyword Effectiveness Index" (KEI), which divides search volume by the number of Google results. A high KEI means high demand and low supply, making a keyword easier to rank. This transparency is appreciable, but it is always necessary to verify the findings on other platforms.
Why do results vary so much between platforms?
Let's take a concrete example: the keyword "best email client for windows 10". According to Ahrefs, its difficulty is 58 (hard). Semrush rates it at 73 (hard). SE Ranking judges it at 48 (feasible), while WebCEO gives 6.93 (hard). The differences are huge, and they are explained by different methodologies.
Each tool uses its own criteria: some focus on backlinks, others on domain authority, still others on SERP-related factors, such as the presence of a featured snippet. These differences do not mean that one tool is better than another, but that data must be cross-referenced.
For a merchant, this means not relying blindly on a single indicator. A keyword deemed "difficult" by one tool may be "feasible" by another. Caution is advised: use multiple sources to confirm your choices, and keep in mind that difficulty is only an estimate, not a certainty.
How to use Google allintitle search to estimate competition?
A complementary and free method is to use the Google allintitle: command followed by your keyword. For example, allintitle:best email client for windows 10 displays all pages that have this term in their title. These are very likely competitors optimizing for this keyword.
By comparing the number of results for different keywords, you get an estimate of the competition. For "best email client for windows 10", Google returns 27 results, which is very low and therefore doable. For "mozilla thunderbird email", we get 6,630 results, indicating much stronger competition.
This technique is simple, fast, and does not require any paid tools. It is particularly useful for small shops that want to validate an intuition without investing in expensive software. Beware, however: it does not replace a complete analysis, but it offers a good indicator of competitive pressure.
What strategy should you adopt to prioritize your keywords effectively?
There is no universal formula for keyword difficulty. None of the tools mentioned take into account internal links or on-page optimization, which is a major weakness. Difficulty only measures the time and effort required to reach the first page, not the quality of your content or your ability to better satisfy search intent.
To prioritize, start by listing your potential keywords, then evaluate their difficulty with at least two tools. Cross-reference the results and identify the terms where opinions converge. Next, look at search volume and relevance to your offering. A keyword with medium difficulty but high conversion potential can be worth more than an easy but unprofitable keyword.
Remember that difficulty is not an insurmountable barrier. Exceptional, well-structured content supported by good internal linking can unseat established competitors. The important thing is to choose battles you can win, and to dedicate the necessary resources to them.
What difficulty thresholds should be aimed for according to the tools?
Each tool offers indicative thresholds to guide you. Semrush suggests aiming below 14, Ahrefs below 10, SE Ranking below 9. These figures are benchmarks, not absolute rules. They are based on averages and models, and do not take into account your niche, your current authority, or the quality of your content.
A keyword with a difficulty of 15 on Semrush can be quite accessible if your site already has good authority or if you are targeting a very specific long-tail. Conversely, a keyword at 8 can be difficult if the competition consists of very powerful sites with excellent content.
The interpretation must therefore be contextual. Use thresholds as a first filter, then refine with your own judgment. Look at the currently ranked pages: are they industry giants or small blogs? Is their content really good? These observations will tell you more than any score.
What factors influence keyword difficulty?
The difficulty of a keyword depends on several factors, and backlinks are not the only ones. The authority of the ranked domains, the quality of their content, the freshness of the pages, the presence of featured snippets or rich results, all play a role. SEO tools often focus on backlinks because it is a measurable factor, but it is only part of the equation.
Search intent is also crucial. A transactional keyword, such as "buy running shoes," will have different competition than an informational keyword, such as "how to choose running shoes." Pages that best meet the user's intent are favored by Google, regardless of their authority.
Finally, your site structure and internal linking can make a difference. Content that is well linked to other relevant pages gains strength. This is a lever that you control, and it can compensate for a high apparent difficulty.
How to evaluate keyword difficulty for a new store?
For a new shop, keyword difficulty is even more critical. Without domain authority, it is almost impossible to rank on competitive terms. Therefore, you should prioritize low-difficulty keywords, even if they have a modest search volume. The long tail is your best ally: specific queries, with clear intent, and limited competition.
Use SEO tools to identify these opportunities, but also the Google search allintitle to validate. If the number of results is low, it is a good sign. Next, create ultra-relevant content for these keywords, with careful on-page optimization: title tags, meta descriptions, Hn structure, and smart internal linking.
Over time, your authority will grow, and you will be able to target more difficult keywords. Patience is key: SEO is a marathon, not a sprint. By properly assessing difficulty right from the start, you lay a solid foundation for your organic growth.
What pitfalls should be avoided when assessing keyword difficulty?
The first trap is to rely on a single tool. As we have seen, the differences can be huge. A keyword deemed "easy" by one tool may be "difficult" by another. Always cross-reference sources, and use your own analysis of the SERPs to decide.
The second trap is to overlook search intent. A keyword with a high volume but a vague intent can attract unqualified traffic that will not convert. The difficulty doesn't tell you if the keyword is profitable for your business. Ask yourself the question: does this term match what my potential customers are searching for?
Finally, do not let yourself be paralyzed by difficulty. A difficult keyword is not impossible, especially if you create content that is significantly superior to what exists. The difficulty assessment is a decision-making tool, not a sentence. Use it to prioritize, not to discourage.
How to integrate difficulty assessment into your SEO strategy?
The difficulty assessment must be integrated from the keyword research phase, prior to content creation. It helps you build a balanced keyword portfolio: a few difficult terms to aim high, many easy terms for quick wins, and a majority of medium terms to build your authority.
For each keyword, define a realistic goal. If the difficulty is high, plan for more time and resources: creating long-form content, acquiring backlinks, and improving the user experience. If it is low, you can publish faster and measure results sooner.
Do not forget to link this assessment to your internal linking strategy. Content that is well-linked to other pages on your site strengthens your topical authority. This is a powerful lever for improving your rankings, even on difficult keywords. To go further, consult our guide on e-commerce internal linking strategy.
How can Qstomy help evaluate keyword difficulty?
Qstomy, the Shopify AI agent, does not directly calculate keyword difficulty, but it plays a key role in your SEO strategy. By analyzing conversations with your customers, it identifies the terms and phrases they actually use. This valuable data can feed your keyword research and reveal opportunities that traditional tools overlook.
Additionally, Qstomy improves the user experience on your store, which is an indirect ranking factor. A site that guides the buyer well, with relevant recommendations and efficient order tracking, reduces the bounce rate and increases time spent on the page. These positive signals help Google view your site as relevant.
Finally, Qstomy can help you create useful content by transforming frequent customer questions into blog posts or FAQs. This is an excellent way to target low-difficulty, long-tail keywords. To learn more, find out how to train an e-commerce chatbot with Shopify and integrate customer service responses into your SEO strategy.
Checklist for evaluating keyword difficulty and prioritizing your actions
Before you get started, here is a checklist to evaluate keyword difficulty and prioritize your actions:
Define your goals: traffic, conversions, brand awareness? Each goal requires different keywords.
List your candidate keywords: use your business knowledge, Google's suggestions, and your store's data.
Evaluate difficulty with at least two tools: compare scores and identify points of convergence.
Analyze the SERPs manually: look at who is ranked, the quality of the content, and the featured snippets.
Use allintitle for a quick estimate of the competition.
Prioritize: start with easy, high-potential keywords, then tackle the more difficult ones progressively.
In short, keyword difficulty is a valuable indicator, but not an absolute truth. Cross-reference data, analyze SERPs, and create content for humans, not for Google. A query represents a need: answer it, regardless of the difficulty score.
FAQ
What is the best tool to evaluate keyword difficulty? No tool is perfect. Semrush, Ahrefs, SE Ranking, and WebCEO each have their strengths. Cross-reference their data for a more reliable view.
Is keyword difficulty the only thing to consider? No. Search volume, intent, relevance to your offer, and the quality of your content are just as important.
Can I rank for a difficult keyword? Yes, with exceptional content, good internal linking, and quality backlinks. Difficulty is not a barrier, but an indicator of the effort required.
To go further: E-commerce searchandising: optimizing internal search with customer words - Qstomy, E-commerce SEO strategy for category pages - Qstomy, How to optimize an e-commerce site for Google (step-by-step guide) - Qstomy, SEO for e-commerce sites: strategies that really work - Qstomy.
Enzo
September 17, 2026
