I spent a few extra hours in the office trying to reverse engineer this, and so I did. I think it’s crucial to understand their competitiveness formula so that you can also understand what they take into consideration the most, why it’s flawed and what you can actually use it for. Other tools’ competitiveness formulas are often similar, but nevertheless neither will be perfect.
Basically, KWFinder assigns each page a “rank”, based on four metrics. Then they take the average rank of each page and that’s their “SEO Difficulty”
The four metrics they use to get the Rank of each page are: Domain Authority, Page Authority, Moz Rank and Moz Trust. Even though I wasn’t able to get it 100%, their formula looks roughly like this:
Rank = (DA*0.25)+(PA*0.4)+(MR*10*0.22)+(MT*10*0.13)
In other terms, these are the weights they give to each of these four metrics:
- Domain Authority – 25%
- Page Authority – 40%
- Moz Rank (multiplied by 10) – 22%
- Moz Trust (multiplied by 10) – 13%
…give or take
When we plug this formula in Excel for the top results for the term “keyword research”, we get the following:
This is as close as I could get to the original formula, but as you can see, results in column G are almost the same as column F, with a few exceptions. These doesn’t mean much when we calculate the total average – I was just one point off KWFinder’s score of 68.