How to Compare Keywords to Find the Best SEO Opportunities
Introduction
Targeting every keyword your website could potentially rank for isn’t realistic. Nor is it a smart use of your resources. Instead, you should carefully compare keywords to find the ones that offer the best opportunities for your SEO and paid search strategies.
Choosing the right keywords can help you maximize your search visibility, attract the right audience, and generate higher returns on your marketing investment. But to make informed decisions, you need to compare keywords based on several key factors, like search volume, keyword difficulty, search intent, cost per click (CPC), seasonality, trends, and SERP features.
In this blog, we’ll guide you through how to compare keywords effectively, so you can build a focused strategy that drives real results.
Why Comparing Keywords Matters
Keyword comparison is essential for identifying which search terms are worth your time and resources. Here’s why it matters:
- Prioritization: You can’t target every keyword. Comparing helps you focus on those with the highest potential.
- Maximize ROI: Investing in keywords with the right balance of competition and traffic can lead to a stronger return.
- Better Visibility: The right keywords can help your pages climb higher in search results.
- Drive Relevant Traffic: Proper comparison ensures you attract visitors who are genuinely interested in your content, products, or services.
Example:
If you run an e-commerce store selling coffee mugs, you may discover these keyword options:
- “handmade coffee mugs”
- “funny coffee mugs”
- “personalized coffee mug”
You need to compare them using specific metrics to decide which keyword offers the best traffic potential with realistic competition levels.
Key Factors to Compare Keywords
1. Keyword Difficulty
What is it?
Keyword Difficulty (KD%) shows how hard it is to rank for a specific keyword in search results. Lower difficulty means easier competition.
Why it matters:
Focusing on easier keywords improves your chances of ranking quickly, especially if your website is new or has low domain authority.
How to compare:
Use a keyword research tool to find the KD% for each keyword. Compare the scores and look for keywords with lower difficulty that still have reasonable search volume.
Example:
If “handmade coffee mugs” has a difficulty score of 75% but “funny coffee mugs” scores 45%, the latter may be a smarter choice, especially if your site is still growing.
2. Search Volume
What is it?
Search volume represents the average number of monthly searches for a keyword.
Why it matters:
Higher search volume often means more potential traffic. But it usually comes with higher competition.
How to compare:
When comparing, aim for a balance. A low-difficulty keyword with moderate volume might bring more realistic results than chasing highly competitive terms.
Example:
If “personalized coffee mug” gets 8,000 searches per month and “funny coffee mugs” gets 4,000, the first offers more traffic potential, but only if you can realistically compete for it.
3. Search Intent
What is it?
Search intent explains why someone is searching a particular keyword. The main types are:
- Transactional: Ready to make a purchase (e.g., “buy coffee mugs online”).
- Commercial: Researching options (e.g., “best coffee mugs for gifts”).
- Informational: Looking for information (e.g., “how to clean coffee mugs”).
- Navigational: Searching for a specific brand or website.
Why it matters:
Your content must match search intent to rank well. If users are looking to buy, they expect product pages, not blog posts.
How to compare:
Check what’s currently ranking for each keyword. If most results are product listings and you plan to write a blog, it’s a mismatch.
Example:
If “funny coffee mugs” mostly shows product pages and you plan to sell, that’s a perfect fit. If it shows articles, you may need a different approach.
4. Cost Per Click (CPC)
What is it?
CPC shows how much advertisers pay per click in paid search campaigns.
Why it matters:
High CPC keywords tend to be more competitive but also suggest higher commercial value.
How to compare:
Look for keywords that have a reasonable CPC within your ad budget, but don’t ignore lower CPC terms—they can still bring valuable traffic.
Example:
If “handmade coffee mugs” has a high CPC, it may be expensive to target with ads, while “funny coffee mugs” may offer a cheaper, equally effective option.
5. Keyword Trends
What is it?
Trend data shows how interest in a keyword changes over time.
Why it matters:
A keyword might look great now but could be declining in popularity.
How to compare:
Look at the past 12-month search trend for each keyword. Prefer keywords that show steady or growing interest.
Example:
If “personalized coffee mug” spikes during gift seasons but “funny coffee mugs” has consistent interest year-round, your strategy might target both—one for seasonal promotions and one for stable traffic.
6. Seasonality
What is it?
Seasonal keywords get more searches at certain times of the year.
Why it matters:
Seasonal trends can inform your content calendar and advertising campaigns.
How to compare:
Compare keywords to see which have peak times. Plan campaigns or content to coincide with these peaks.
Example:
“Christmas coffee mugs” will naturally peak in December, making it perfect for a holiday push. “Funny coffee mugs” might perform well year-round.
7. SERP Features
What is it?
SERP features are special elements in Google search results like featured snippets, People Also Ask, images, videos, and more.
Why it matters:
Keywords with SERP features can give your content more ways to appear prominently in search results.
How to compare:
Check which keywords trigger SERP features and whether you can create content to target them, such as FAQ sections for People Also Ask.
Example:
If “funny coffee mugs” triggers product listings and image packs, you can optimize images and product titles to capitalize on those opportunities.
How to Prioritize Keywords After Comparison
After comparing keywords using the seven factors above, you should prioritize based on:
- Keyword difficulty: Target easier wins first, then gradually go after more competitive terms.
- Search volume: Aim for a mix of high- and medium-volume keywords.
- Search intent: Make sure your content matches what the user expects.
- CPC: Consider cost if you’re running paid ads.
- Trends and seasonality: Align with current and upcoming search patterns.
- SERP opportunities: Prioritize keywords with rich result opportunities.
Example prioritization strategy:
- Short-term: Easy, moderate-volume keywords with steady interest.
- Mid-term: Keywords with growing trends and manageable difficulty.
- Long-term: High-volume, high-difficulty keywords that establish authority over time.
Conclusion
Choosing the right keywords is about more than just picking the ones with the highest search volume. Smart keyword comparison ensures you focus on the opportunities that align with your business goals, your current authority, and your target audience’s needs.
By comparing keywords using factors like difficulty, volume, search intent, CPC, trends, seasonality, and SERP features, you can build a highly effective keyword strategy that drives sustainable growth.
Regularly revisiting and adjusting your keyword priorities will keep your SEO and paid search strategies sharp and responsive to changing market dynamics.
Start comparing, start optimizing—and start growing your online presence today.