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Many quality keyword research tools include analyses of how competitive each keyword is. Why does this matter?

Firstly, highly competitive keywords cost more if you run ads using them. For example, standard Google PPC or pay-per-click ads only require you to pay if a customer clicks on one of your ads. But these ads run on a bidding system. You have to compete with other bids before your ad shows up for specific keywords.

The more competitive a keyword is, the higher the starting and proceeding bids are as well. In addition, competitive keywords might apply to multiple search intents, multiple target audiences, and so on.

While competitive keywords have their places, less competitive keywords might be better in some circumstances. They’re cheaper, easier to use for your Google ads and blogs, and are oftentimes more specific to individual users.