Should We Optimize For Keywords With High Search Volume Or Competition?

In the world of SEO, one of the most common dilemmas is choosing between targeting keywords with high search volume or those with high competition. On the surface, high search volume sounds like a goldmine—more people searching means more potential traffic, right? But then comes the harsh reality: the higher the search volume, the stiffer the competition.

So, which should you prioritize?

Let's break it down and explore the pros, cons, and ideal strategies to help you make the right decision.

What Does High Search Volume Mean?

Search volume refers to the number of times a keyword is searched in a given time frame, usually monthly. For example, a keyword like "digital marketing" might have 100,000+ searches per month, while "local SEO tips in 2025" might only have a few hundred.

High search volume keywords:

• They are broad and general
• Tends to attract top-of-funnel traffic
• Often leads to informational searches, not always conversions

But here's the catch—just because a keyword gets thousands of searches doesn't mean it's right for your business. You might attract the wrong audience or struggle to rank altogether if it's too broad.

What Is Keyword Competition?

Keyword competition (or keyword difficulty) measures the difficulty of ranking for a specific keyword. This is determined by:

• The number of pages already ranking
• The quality and authority of those pages
• The backlinks pointing to those pages

High-competition keywords usually belong to industries or topics where many businesses actively invest in SEO.

So, a keyword like "best SEO Tips 2025" might have high volume and high competition, making it a tough battle for new websites.

High Search Volume Keywords: The Pros and Cons

Pros:

1. More potential visibility
2. Higher traffic potential
3. Can help build brand awareness at scale

Cons:

1. Hard to rank for, especially for newer sites
2. It might attract unqualified traffic
3. Requires strong content, domain authority, and backlinks

High search volume keywords are great if you're an established player or have a strong SEO foundation. But these can drain resources with little return for startups or niche websites.

High Competition Keywords: Should You Avoid Them?

Not necessarily. High competition doesn't always mean "bad.” High competition often signals that the keyword is profitable, especially if many advertisers bid on it in Google Ads.

Pros:

1. Often tied to buyer intent
2. More likely to result in conversions
3. Indicate a healthy demand in the market

Cons:

1. Harder to outrank existing pages
2. It may require link-building and advanced SEO tactics
3. Takes longer to see the results

Instead of avoiding high-competition keywords, consider if you can create content that's better, more specific, or answers the intent more accurately than what's currently ranking.

The Middle Ground: Long-Tail Keywords

If high search volume and competition seem too risky, consider targeting long-tail keywords. These are longer, more specific phrases like:

1. "Best affordable SEO tools for small businesses"
2. "How to improve page speed on WordPress in 2025"

Though their search volume is lower, long-tail keywords:

1. Have lower competition
2. Capture more qualified leads
3. Align better with user intent

They're ideal for building early momentum in SEO and steadily gaining organic traffic without a massive budget.

How to Decide Which Keywords to Target

Here's a practical approach to help you decide between high search volume and high competition keywords:

1. Understand Your Website's Authority

• Use tools like Ahrefs, Moz, or SEMrush to check your domain rating (DR) or domain authority (DA)
• If your site is new or under DA 30, it's smart to avoid high-competition keywords initially

2. Define Your SEO Goals

• Want brand awareness? Go for high-volume, low-to-medium competition
• Want sales or leads? Focus on high-intent long-tail keywords, even with lower volume.

3. Analyze Search Intent

Always ask: What is the user trying to achieve with this search?

• Informational intent → Good for content marketing
• Transactional intent → Better for product pages and lead generation
• Navigational intent → Often brand-specific

If your content satisfies the search intent better than your competitors, you have a strong chance, even with a competitive keyword.

4. Assess Content Quality of Top Results

Search your target keyword on Google. Are the top 5 pages outdated, poorly structured, or missing key details? If yes, you might be able to outrank them, even if the competition is high.

5. Use Keyword Clustering

Instead of choosing just one keyword, group related keywords (primary + secondary) together. This builds topical authority and improves your chances of ranking for multiple variations.

Real-World Example

Let's say you run a Digital marketing company. Here's how you might compare two keyword options:

• High Search Volume: "Digital marketing company London"
  • Monthly searches: 40,000
  • Keyword difficulty: Very high
  • Intent: Informational/general
  • Likely dominated by top brands and review sites
• Long-Tail Keyword: "Top Digital Marketing Agency in London"
  • Monthly searches: 300
  • Keyword difficulty: Low to moderate
  • Intent: Specific and likely to convert
  • Easier to rank and more relevant to your target audience

In this case, targeting the long-tail keyword would likely result in better engagement, higher conversion rates, and faster SEO wins.

Final Thoughts

So, should you optimize for keywords with high search volume or competition?

It depends on your goals, resources, and website authority.

• If you're starting, focus on long-tail keywords with lower competition
• As your authority grows, strategically target high-volume keywords that match your audience's intent
• Always prioritize search intent and content quality over raw numbers

SEO is not always about reaching the most people; it is about reaching the right people.

Bonus Tip: Use This Balanced Keyword Strategy

• 70% Long-tail, low competition (for quick wins)
• 20% Medium difficulty, mid-volume (to build authority)
• 10% High volume, high competition (for long-term ranking goals)

This way, your content strategy covers all levels of the SEO funnel and grows steadily over time.

Need help picking the right keywords or creating content that ranks? A well-planned SEO strategy can turn even low-volume keywords into high-converting traffic streams.

Let the data guide your decisions, but let strategy lead the way.