Keyword difficulty is a critical metric in the realm of search engine optimisation (SEO) that indicates how challenging it is to rank for a specific keyword in search engine results pages (SERPs). This metric is particularly significant for businesses operating in the B2B SaaS (Software as a Service) sector, where competition is fierce and the stakes are high. Understanding keyword difficulty allows marketers to make informed decisions about which keywords to target in their content strategies, ultimately influencing their visibility and lead generation efforts.
In essence, keyword difficulty is determined by analysing various factors, including the number of websites competing for the same keyword, the quality and authority of those competing sites, and the overall search volume for the keyword. The higher the keyword difficulty score, the more challenging it is to achieve a top ranking. This score is often presented on a scale, typically from 0 to 100, where a higher number signifies greater difficulty.
For B2B SaaS marketers, understanding keyword difficulty is not just about choosing the right keywords; it’s about aligning those keywords with their target audience’s search intent. This alignment is crucial because it ensures that the content created is not only optimised for search engines but also resonates with potential customers, ultimately leading to higher conversion rates.
Factors Influencing Keyword Difficulty
1. Competition Level
The level of competition for a keyword is perhaps the most significant factor influencing its difficulty. In the B2B SaaS landscape, numerous companies may be vying for the same keywords, especially those that are highly relevant to their services. This competition can come from established industry leaders with high domain authority, as well as smaller startups trying to carve out their niche.
To assess competition, marketers often use tools that analyse the top-ranking pages for a given keyword. These tools evaluate the number of backlinks, domain authority, and content quality of these pages. A keyword with many high-authority competitors will naturally have a higher difficulty score, making it essential for marketers to consider alternative, less competitive keywords or long-tail variations that may offer better opportunities for ranking.
2. Content Quality and Relevance
Search engines, particularly Google, prioritise high-quality, relevant content when determining rankings. This means that even if a keyword has a high competition level, a well-crafted piece of content that addresses the keyword’s intent can still rank well. For B2B SaaS marketers, creating comprehensive, informative, and engaging content is paramount. This includes not only written articles but also videos, infographics, and case studies that provide value to the audience.
Moreover, content relevance extends beyond the keyword itself. It encompasses the overall topic and how well the content aligns with the needs and pain points of the target audience. By focusing on creating content that genuinely helps users solve their problems, marketers can improve their chances of ranking well, even for competitive keywords.
3. Backlink Profile
The quality and quantity of backlinks pointing to a webpage are crucial indicators of its authority and credibility. A strong backlink profile can significantly lower the keyword difficulty for a given term. In the B2B SaaS sector, acquiring backlinks from reputable industry publications, blogs, and influencers can enhance a company’s domain authority, making it easier to rank for competitive keywords.
Marketers should focus on developing a robust link-building strategy that includes guest blogging, partnerships, and digital PR efforts. By fostering relationships with other industry players and creating shareable content, B2B SaaS companies can improve their backlink profiles and, consequently, their chances of ranking for more difficult keywords.
How to Assess Keyword Difficulty
Assessing keyword difficulty involves using various SEO tools that provide insights into competition levels, search volume, and other relevant metrics. Popular tools like Ahrefs, SEMrush, and Moz offer keyword difficulty scores as part of their keyword research features. These tools typically analyse the top-ranking pages for a keyword and provide a score based on the factors discussed earlier.
When using these tools, it’s essential to consider not only the keyword difficulty score but also the context of the keyword within your overall marketing strategy. For instance, a keyword with a high difficulty score might still be worth targeting if it aligns closely with your business objectives and has a significant search volume. Conversely, a low-difficulty keyword may not be worth the effort if it doesn’t attract your ideal audience.
Additionally, B2B SaaS marketers should regularly monitor their keyword rankings and adjust their strategies accordingly. SEO is not a one-time effort; it requires ongoing analysis and optimisation to stay competitive in the ever-evolving digital landscape.
Strategies for Targeting High-Difficulty Keywords
1. Long-Tail Keywords
One effective strategy for tackling high-difficulty keywords is to focus on long-tail keywords. These are typically longer, more specific phrases that may have lower search volumes but also lower competition. For example, instead of targeting the broad keyword “project management software,” a B2B SaaS company might target “best project management software for remote teams.” Long-tail keywords often indicate a higher intent to purchase, making them valuable for lead generation.
By incorporating long-tail keywords into their content strategy, marketers can capture a more targeted audience and improve their chances of ranking well. This approach not only helps in overcoming keyword difficulty but also aligns with the search intent of potential customers, leading to higher conversion rates.
2. Content Diversification
Diversifying content types can also help in addressing keyword difficulty. While blog posts are a staple of content marketing, incorporating various formats such as videos, podcasts, webinars, and infographics can enhance engagement and reach. Different content types may rank for different keywords, allowing marketers to target a broader range of search queries.
For instance, a B2B SaaS company might create a video tutorial on how to use their software, optimising it for relevant keywords. This not only provides value to users but also increases the chances of ranking in video search results, which can be less competitive than traditional text-based results.
3. Optimising Existing Content
Another effective strategy is to optimise existing content for higher difficulty keywords. This involves revisiting older blog posts or articles that may have been performing well and updating them with new information, improved SEO practices, and relevant keywords. By refreshing content, marketers can improve its relevance and authority, potentially boosting its rankings for competitive keywords.
Additionally, internal linking can play a crucial role in this process. By linking to other relevant articles within the website, marketers can enhance the overall authority of their content and improve its chances of ranking for targeted keywords.
Conclusion
Keyword difficulty is an essential concept in B2B SaaS marketing that can significantly impact a company’s SEO strategy and overall online visibility. By understanding the factors that influence keyword difficulty and employing effective strategies to target both high-difficulty and long-tail keywords, marketers can enhance their chances of ranking well in search results.
Ultimately, the goal is to create high-quality, relevant content that resonates with the target audience while optimising for search engines. By continuously monitoring keyword performance and adapting strategies accordingly, B2B SaaS companies can navigate the complexities of keyword difficulty and achieve their marketing objectives.
In the fast-paced world of digital marketing, staying informed about keyword difficulty and its implications is crucial for success. By leveraging the insights provided in this glossary entry, B2B SaaS marketers can make informed decisions that drive traffic, generate leads, and ultimately contribute to business growth.