Nobody talks about quitting in SEO.
Every guide says "keep publishing" and "stay consistent" and "SEO is a long game." That's true. But it's also true that some keywords are simply not worth pursuing.
Spending 18 months chasing a keyword you can't win isn't persistence — it's stubbornness. The opportunity cost is missing keywords you could have won.
Here's how to know when to give up and what to do instead.
Signs it's time to give up
You've tried for 6-12 months with no meaningful movement
What this looks like:
- You published comprehensive content 6+ months ago
- You've updated it at least once
- You have some internal links pointing to it
- Maybe you've built a few backlinks
- You're still ranking position 40-100 (or not at all)
Why this matters:
6-12 months is enough time for Google to evaluate your content. If you've made no progress toward page 1 in that timeframe, something fundamental is wrong.
Exception: If you're ranking 15-30 and slowly climbing, you might be on track. The slow climb is different from being stuck at position 50.
The competition gap is insurmountable
What this looks like:
- Top 10 results are all major brands or mega-authoritative sites
- Ranking pages have 500+ referring domains
- You have 15 referring domains to your whole site
- Even if you created the best content ever, you'd still be outgunned
Why this matters:
Some keyword competitions are effectively closed to smaller players. No amount of content quality overcomes a 100:1 authority gap.
The math: If the #10 result has 200 referring domains and you have 20 to your entire site, you're probably not outranking them for this keyword anytime soon.
The keyword doesn't match your actual expertise
What this looks like:
- You're targeting keywords outside your core competency
- Your content feels forced or thin because you don't have deep knowledge
- Competitors have genuine expertise you can't match
Why this matters:
Google increasingly evaluates expertise and authority (E-E-A-T). A marketing agency writing about accounting software is at a disadvantage against actual accounting publications.
Search intent has shifted
What this looks like:
- When the keyword first interested you, a certain content type ranked
- Now, completely different content types dominate (videos, tools, shopping results)
- Your content format doesn't match what Google wants to show
Why this matters:
Sometimes Google decides a keyword requires a different kind of result than what you're creating. If Google shows product pages and you have a blog post, you're fighting the algorithm's interpretation.
Related reading:
- Why Your SEO Isn't Working — Diagnosing ranking problems
- How Many Keywords Should You Target? — Keyword strategy fundamentals
Before you give up: Try these
Don't abandon keywords without exhausting reasonable options.
1. Comprehensive content refresh
Maybe your content isn't good enough. Compare honestly to what's ranking:
- Do they cover topics you don't?
- Do they have better structure, examples, visuals?
- Is your content outdated?
- Does your content actually answer the search intent?
The fix:
Make your content definitively the best result for that query. Add sections competitors have. Include original examples. Update with current information. Make it more comprehensive.
If you've already done this, move on.
2. Build a topic cluster
Single pages struggle against sites with topical depth. Create supporting content:
For keyword "email marketing automation":
Supporting articles:
- "Email automation workflows explained"
- "Best email automation triggers"
- "Email automation vs manual campaigns"
- "Email automation for e-commerce"
- "Email automation mistakes to avoid"
Link all supporting content to your main target page. This builds topical authority.
If you've already done this, move on.
3. Target a long-tail variation
Instead of the broad keyword, target specific variations:
Instead of: "project management software"
Try:
- "project management software for architects"
- "project management software for remote teams"
- "free project management software for small teams"
- "project management software vs spreadsheets"
These are often easier to rank for and still drive relevant traffic.
4. Build more backlinks
If you're stuck at positions 11-20, the issue might be authority, not content.
Options:
- Guest posting on relevant sites
- Creating linkable assets (research, tools, guides)
- HARO (Help a Reporter Out) for press mentions
- Partnership links with complementary businesses
If you've tried this for 6+ months without progress, the authority gap might be too large.
When it's definitely time to quit
You've tried everything above and:
- 12+ months have passed with no movement toward page 1
- Competitors have 10-100x your backlinks
- You'd need years of work to match existing authority
- Resources spent here could win 10 easier keywords
The decision framework:
Ask yourself: "In 6 more months, will I realistically be on page 1 for this keyword?"
If the honest answer is "no" or "maybe, but it would require massive investment," it's time to pivot.
What to do instead
1. Pivot to related long-tail keywords
Keep the content, change the target. Optimize for a more specific variation you can actually win.
Example:
Can't rank for "CRM software"?
Pivot to "CRM software for real estate agents" or "simple CRM for freelancers."
Same topic area, winnable competition.
2. Target question variations
Questions often have less competition:
Instead of: "email marketing"
Target:
- "how does email marketing work"
- "why is email marketing effective"
- "when to start email marketing"
People asking questions are often earlier in their journey but still valuable.
3. Go local
If you serve geographic areas, add location modifiers:
"marketing agency" → "marketing agency boston"
"accountant" → "accountant for small business chicago"
Local keywords are dramatically less competitive.
4. Find keyword gaps competitors miss
Use SEO tools to find keywords competitors rank for that have lower difficulty. Or look for questions in forums/communities that nobody's answering well.
The best opportunities are often non-obvious keywords that competitors haven't prioritized.
5. Create a different content type
If blog posts aren't ranking, maybe try:
- A tool or calculator
- A video (ranks in video carousels)
- An interactive page
- A data-driven study
Different content types face different competition.
The opportunity cost mindset
Every hour spent chasing an unwinnable keyword is an hour not spent on:
- Keywords you could rank for
- Content that could convert visitors
- Building authority in your niche
- Improving existing content that's close to ranking
The math:
12 months chasing one keyword you can't win = 0 rankings
12 months targeting 20 easier keywords = 10-15 page 1 rankings
Which strategy wins?
How to make better keyword choices upfront
Avoid having to quit by choosing winnable keywords from the start:
Check who's ranking
Before targeting any keyword:
- Are there small/medium sites in the top 10?
- What's the referring domain count of pages ranking 8-10?
- Can you realistically match or exceed their authority?
Match your authority level
New sites with few backlinks should target:
- Low difficulty keywords (most tools have difficulty scores)
- Long-tail variations
- Question-based keywords
- Niche/specific terms
Competitive head terms come later, after you've built authority.
Validate with competition analysis
For any target keyword, answer:
- Can I create content better than what currently ranks?
- Do I have (or can I build) comparable authority?
- Is there evidence that similar sites rank for similar keywords?
If any answer is "no," reconsider the target.
The bottom line on giving up
Persistence in SEO is important. So is pragmatism.
Some keywords are unwinnable given your resources and timeframe. Continuing to target them isn't strategy — it's denial.
Give up on a keyword when:
- 6-12 months of effort shows no meaningful progress
- Competition gap is 10x+ and unlikely to close
- Resources could win multiple easier keywords instead
Before giving up:
- Refresh and improve content
- Build supporting topic cluster
- Try long-tail variations
- Invest in backlinks (if you haven't)
After giving up:
- Pivot to related keywords you can win
- Keep the content (might rank for other terms)
- Apply learnings to future targeting
The goal isn't to rank for any specific keyword. The goal is to drive traffic and business results. Sometimes the path to that goal requires changing targets.
Knowing when to quit is as important as knowing when to persist.
Related reading:
- How Long Does SEO Take? — Realistic timelines for rankings
- SEO Tools Comparison — Finding keyword opportunities
- How to Do SEO Yourself — Complete strategy guide