Competition/difficulty

Competition and SEO difficulties: a clear definition for retailers and freelancers

Competition or SEO difficulty refers to the level of effort required to appear among the top search results on Google for a given keyword. The more a keyword is coveted by numerous, powerful or older sites, the higher its difficulty.

For a retailer or independent entrepreneur, this notion is crucial. It helps you understand why certain keywords, though highly sought-after, remain out of reach, while others, less visible in appearance, generate real, qualified contacts. SEO difficulty is therefore not a theoretical concept. It directly conditions the feasibility of a strategy and its impact on e-reputation.

Source: Ahrefs, What Is Keyword Difficulty?, 2024
https://ahrefs.com/blog/keyword-difficulty/

Why competition and e-reputation are linked

SEO competition determines which players occupy the visible space. On highly competitive queries, Google often highlights big brands, platforms or comparators. For a small company, this means that its image is often absent or diluted, leaving room for aggregated reviews or third-party content.

Conversely, on less competitive queries, the company can control its message. It appears with its Google Business Profile, customer reviews and explanatory content. The SEO difficulty thus acts as an e-reputation control filter.

Source: Reputation X, Search Visibility and Brand Control, 2023
https://www.reputationx.com/knowledge-center/search-visibility/

How SEO difficulty is assessed

SEO difficulty is not an official figure provided by Google. It is estimated by specialized tools based on several indicators. Among the most common are the number of competing pages, the quality of positioned sites, their age, popularity and stability of results.

A keyword may have a high search volume, yet be virtually inaccessible to a small structure. Conversely, a low-volume keyword may present a low difficulty and offer a realistic opportunity for visibility.

Source: SEMrush, How Keyword Difficulty Is Calculated, 2024
https://www.semrush.com/blog/keyword-difficulty/

Concrete examples of competition by language

SEO difficulty varies greatly according to language and market. In French, a query such as “assurance habitation” (home insurance) is dominated by large groups and has a very high difficulty level. In English, “insurance” is even more competitive, with international and institutional players.

Conversely, in Spanish, a query such as “fontanero urgencia barrio Salamanca” is much more accessible to a local craftsman. In German, “Steuerberater für Selbständige Berlin” illustrates a precise, moderately competitive request with a clear intention.

These examples show that the difficulty lies not only in the keyword, but also in the linguistic, geographical and economic context.

Source: Sistrix, Keyword Competition Across Markets, 2023
https://www.sistrix.com/blog/keyword-competition/

High difficulty: wide visibility, low control

High difficulty keywords offer high potential visibility, but very limited control. They are often associated with comparisons, rankings or review articles. For e-reputation, this means that the perception of the company depends largely on external sources.

For example, a query such as “best digital agency” or “meilleure agence web” displays results dominated by media, directories or review platforms. A local company rarely appears directly.

Source: Search Engine Journal, High-Competition Keywords and Brand Exposure, 2023
https://www.searchenginejournal.com/high-competition-keywords/

Low difficulty: targeted visibility, controlled reputation

Low-difficulty keywords are often longer, more precise and more contextualized. They attract less traffic, but more committed traffic. For a freelancer, these are the queries that build stable visibility and a consistent e-reputation.

For example, “architect intérieur rénovation maison bois Yvelines” or “consultant SEO e-réputation PME Lyon” are queries with moderate competition, but high commercial value. They allow you to appear with a clear message, aligned with the reality of the service.

Source: Moz, Low-Competition Keywords Explained, 2023
https://moz.com/learn/seo/low-competition-keywords

Tools for analyzing competition and difficulty

Several tools can be used to estimate SEO difficulty. Ahrefs and SEMrush offer difficulty scores based on the analysis of existing results. Sistrix is particularly used in Europe to analyze competition by country and language. Ubersuggest offers a simplified approach, accessible to smaller structures.

It is essential to remember that these scores are comparative indicators, not absolute truths. They must always be interpreted in the light of the local context and the company’s actual capacity.

Source: Bpifrance Création, Analyser la concurrence en ligne, 2022
https://bpifrance-creation.fr/encyclopedie/communication/strategie-numerique/analyser-concurrence-en-ligne

SEO competition and local strategy

In local SEO, the difficulty depends as much on the number of physical competitors as on their digital maturity. A densely populated city with few businesses active online can offer quick opportunities. Conversely, a digitally advanced competitive zone requires in-depth work on reviews, content and brand consistency.

Google points out that relevance, distance and awareness interact constantly. Local difficulty is therefore dynamic and evolving.

Source: France Num, Référencement local : comprendre la concurrence, 2023
https://www.francenum.gouv.fr/guides-et-conseils/developpement-commercial/visibilite-en-ligne/referencement-local-concurrence

Competition and difficulty: a decision indicator, not an obstacle

SEO competition should not be seen as a barrier, but as a decision-making tool. It enables you to choose relevant battles, in line with your company’s size, resources and objectives.

For an independent retailer or entrepreneur, the most effective strategy rarely involves tackling the most difficult keywords. It’s based on an intelligent selection of accessible queries, capable of generating visibility, trust and a lasting e-reputation. In a saturated digital environment, it’s this strategic insight that often makes the difference.