How do I know if a keyword is worth targeting?

Updated October 2026 · How we answer

Assess demand and competition

Search volume tells you how many people search for a keyword each month. Higher volume means more potential traffic, but also often more competition. Use tools like Google Keyword Planner to get volume estimates. For competition, look at the keyword difficulty score in tools like Ubersuggest or manually check the first page of results to see if you can realistically outrank them.

If the first page is dominated by huge brands or authoritative sites, it might be hard to rank unless you have a strong site. But if you see forums, small blogs, or outdated content, that's a good sign.

Consider relevance and intent

Relevance is crucial: a keyword should align with your content and business goals. If you sell software, ranking for 'best hiking boots' won't help. Also, understand search intent—informational, navigational, commercial, or transactional. Match your page type to the intent; for example, a how-to guide for informational queries, a product page for transactional ones.

Keywords with commercial or transactional intent often convert better, even if volume is lower. So a keyword like 'buy running shoes online' might be more valuable than 'running shoes facts' if you sell shoes.

Look at the bigger picture

Consider your overall SEO strategy. Sometimes targeting a cluster of related keywords can be more effective than a single high-volume one. Also, check if the keyword is trending upward or downward using Google Trends. Seasonal keywords can be worth targeting if timed right.

Finally, think about your ability to create better content than what's already ranking. If you can offer more depth, better visuals, or a unique angle, you have a chance even against stronger sites.