How tools calculate it
Ahrefs scores keywords from 0 to 100. The score comes from the number of referring domains linking to the top 10 pages. The scale is not linear, so a 40 is far easier than an 80. Semrush and Moz use their own formulas with more inputs, so the same keyword gets different scores in each tool.
None of these scores comes from Google. They are estimates built from backlink data.
What the score misses
Difficulty ignores your own site. A score says nothing about your reviews, your local proof or how well your page answers the search. It also misses the shape of the results page. A low score can still be hard when the map pack, ads and directories push organic results down.
| Score | What it usually means | What to do |
|---|---|---|
| Low | Few strong pages compete | Target it for early wins and supporting pages |
| Medium | Some strong competitors rank | Build a better page with proof and internal links |
| High | Established sites own page one | Target it only when the revenue justifies months of work |
How we use it
We mix easier keywords with harder money terms. Easier phrases bring traction and build depth on a topic. Harder phrases need a stronger page, better internal links and links from credible local or industry sites.
Good example. A new roofing company targets "roof leak repair" plus its city with a focused page, job photos, reviews and a call button. It wins that search long before it can compete for "roofing" alone.
Bad example. The same company targets only "roofing" with one generic page and waits a year for results that never come.
Recommended action. For one high-value service, compare a broad phrase, a service phrase and a local long-tail phrase. Read the actual page-one results for each before you decide. Then read about short-tail and long-tail keywords.
Our SEO services pick targets by revenue and realistic odds, not by tool scores alone.