UK Top 100 Domains – The Most Visible Websites

SISTRIX has been analysing the visibility of all domains with rankings on Google.co.uk, since 2010. The SISTRIX Visibility Index (VI) is well suited to easily comparing domains with each other and viewing changes over time. In this article we show you the top 100 most visible domains and analyse some of the changes seen. This update, 25th August 2022, includes the news media domain top 20.

Here, and fully updated, we present the Top-100 most-visible websites on Google Search in the UK. The values are based on mobile search. Some analysis is provided below.

The Top 100 domains in the UK by Visibility Index Aug 2022. Changes since Dec 2021.
PosDomainVisibility Index Aug 2022Pos ChangeVI change% change
1wikipedia.org6482.20776.213.6%
2amazon.co.uk2787.20607.027.8%
3youtube.com1807.651097.7154.6%
4ebay.co.uk1341.7-1396.141.9%
5imdb.com1120.1-1184.419.7%
6facebook.com1029.9-1119.913.2%
7cambridge.org988.1-1174.621.5%
8merriam-webster.com943.3-1214.929.5%
9britannica.com760.6052.87.5%
10etsy.com755.65308.468.9%
11fandom.com735.00222.243.3%
12instagram.com691.1-2154.428.8%
13argos.co.uk561.81108.824.0%
14www.nhs.uk508.43117.029.9%
15collinsdictionary.com471.7-3-28.6-5.7%
16dictionary.com448.8-3-20.0-4.3%
17wiktionary.org421.78144.452.1%
18pinterest.com408.2052.114.6%
19healthline.com393.3377.724.6%
20www.gov.uk370.77103.638.8%
21google.co.uk367.553277.0306.1%
22twitter.com363.3-6-64.9-15.2%
23spotify.com349.5-36.92.0%
24linkedin.com320.2-3-12.0-3.6%
25webmd.com304.7440.515.3%
26tripadvisor.co.uk285.1647.820.1%
27genius.com281.6328.711.3%
28rottentomatoes.com281.4-43.91.4%
29google.com277.0-111.94.5%
30mayoclinic.org274.5357.226.3%
31theguardian.com270.6-12-77.4-22.2%
32thesaurus.com267.1-6-3.8-1.4%
33discogs.com262.6254.426.1%
34nih.gov256.8571.738.7%
35amazon.com251.5149.424.5%
36johnlewis.com243.9-56.52.7%
37bbc.co.uk233.0-14-59.8-20.4%
38microsoft.com224.4240.021.7%
39investopedia.com219.0-224.112.4%
40thefreedictionary.com212.5-6-2.6-1.2%
41pornhub.com205.4857.338.7%
42urbandictionary.com199.6-121.211.9%
43apple.com193.51167.853.9%
44sciencedirect.com186.3-6-3.9-2.0%
45screwfix.com182.5129.419.2%
46medicalnewstoday.com177.1436.225.7%
47indeed.com175.0436.025.9%
48company-information.service.gov.uk167.8431.523.1%
49next.co.uk162.9-7-14.6-8.2%
50wayfair.co.uk156.3321.515.9%
51xnxx.com155.51343.839.3%
52clevelandclinic.org154.83374.292.1%
53xvideos.com153.7329.323.5%
54xhamster.com147.6727.623.1%
55goodreads.com145.8524.920.5%
56independent.co.uk145.3-8-6.6-4.4%
57diy.com143.61148.450.9%
58bbcgoodfood.com143.5-14-29.9-17.2%
59currys.co.uk139.6-14-15.7-10.1%
60lexico.com137.0-17-37.3-21.4%
61yourdictionary.com136.72253.063.4%
62therange.co.uk135.22560.781.5%
63reddit.com134.6-16-17.6-11.6%
64vocabulary.com132.9128.327.1%
65asos.com125.6-210.79.3%
66wikihow.com124.3NEWNEWNEW
67steampowered.com123.6-54.63.9%
68goodhousekeeping.com118.5-13-6.2-4.9%
69pinterest.co.uk114.6NEWNEWNEW
70autotrader.co.uk110.4117.719.2%
71boots.com109.5820.623.2%
72ikea.com104.8-212.113.1%
73asda.com100.9915.518.2%
74forbes.com99.1610.311.6%
75shutterstock.com97.438.29.2%
76booking.com93.904.04.4%
77pcmag.com91.5-40.10.1%
78tvtropes.org88.3-19-32.9-27.1%
79tesco.com87.91820.830.9%
80adobe.com86.9NEWNEWNEW
81songfacts.com86.7-9-5.5-6.0%
82gumtree.com86.0-24-36.6-29.9%
83cdc.gov85.8814.820.8%
84unsplash.com85.2914.921.1%
85soundcloud.com84.9413.118.2%
86quora.com83.6-29-39.2-31.9%
87halfords.com82.8812.718.1%
88dailymail.co.uk81.1-22-22.0-21.3%
89azlyrics.com81.0-20-14.2-14.9%
90netflix.com80.7-15-9.3-10.3%
91houseoffraser.co.uk80.5715.924.6%
92tiktok.com79.9NEWNEWNEW
93istockphoto.com79.7NEWNEWNEW
94nytimes.com79.5-27-22.1-21.8%
95techradar.com75.0-71.21.6%
96dunelm.com74.7-15-12.1-13.9%
97history.com73.7-13.95.6%
98macmillandictionary.com73.3-21-16.1-18.0%
99techtarget.com73.2NEWNEWNEW
100marksandspencer.com73.2NEWNEWNEW

VI = Visibility Index – a measurement of organic search visibility.

A history of ranking domains: 11 years in 60 seconds

Latest UK domain analysis

Big losers in the last 8 months include some well known names, but while these absolute losses appear high, in most cases it’s not a huge percent of overall visibility. The BBC brand website bbcgoodfood.com lost 77 points, but even though this is 22% of visibility, it comes from an exceptional peak and at a time when the new /reviews affiliate content project is growing rapidly. The site is up in visibility over the long term.

Twitter is down too, and one can not ignore TikTok entering the top 100 at position 92. Here’s the progress of Instagram, Facebook, Twitter and TikTok.

TikTok is still relatively small, but the growth rate is high.

Among news media sites, theguardian.com, dailymail.co.uk and independent.co.uk lost a lot, and there were no news media sites gaining or entering the top 100. The domain dailymail.co.uk had made a jump back into the top 100 in December 2021 but it’s on its way down again at position 88 now. Dropping out of the Top 100 are thesun.co.uk, mirror.co.uk, telegraph.co.uk

The biggest riser by absolute visibility, is youtube.com but more interesting is another Alphabet domain. books.google.co.uk on its own would make a top 40 site, and has grown massively. Ranking with other people’s content, and not really adding much value, is something I’m sure could be debated hotly by SEOs.

Domains falling from the Top 100 were biography.com, definitions.net, smythstoys.com, mirror.co.uk, rollingstone.com, thesun.co.uk and telegraph.co.uk

News media share of search Aug 2022

The image and chart below shows the market share of the 20 most visible news media domains in organic search results. as of 22 August 2022.

The top 20 news domains in Google Search
The Top 20 most visible news domains in UK search, Aug 22 2022.
DomainVi 22 Aug 2022
theguardian.com267.3
independent.co.uk146.0
forbes.com98.4
dailymail.co.uk80.5
nytimes.com78.3
bbc.com69.8
mirror.co.uk63.1
finance.yahoo.com59.7
thesun.co.uk56.9
telegraph.co.uk53.0
metro.co.uk47.7
bloomberg.com37.7
cnn.com37.6
news.sky.com34.8
standard.co.uk27.3
hellomagazine.com22.8
cnbc.com21.9
express.co.uk21.5
washingtonpost.com20.5
people.com18.2

How can I grow a top-100 VI domain?

You’re not in the Top 100? Don’t worry! These domains represent an extremely small number of domains that rank. They are generally very mature, have a strong brand and usually cover an extremely wide range of topics. Be inspired by domains like therange.co.uk. 10 years ago it had a Visibility Index of just 0.56, representing 1/125th of the visibility it has today. The next.co.uk and goodhousekeeping.com domains are also good examples of ever-stable domains in the UK that one can take inspiration and ideas from. Look for good examples in your industry sector and learn from them.

IndexWatch

In our annual IndexWatch analysis, you’ll find a detailed list and analysis of the biggest winners and losers of the year.

What is the SISTRIX Visibility Index?

We use a stable keyword set of 1.000.000 keywords (search phrases) and evaluate the first 100 search results on Google.co.uk to create a daily Visibility Index (VI) for desktop and mobile search. The keywords are chosen in such a way that they reflect the average search behaviour for the UK.

The results are then weighed by position and search volume for each keyword. Finally, we accumulate all the values for all the rankings found for a domain, which results in the SISTRIX Visibility Index.

SISTRIX has been calculating the Visibility Index scores with great accuracy and reliability since 2008. The VI is calculated for 30 different coutnries. On this page you’ll find more detailed information on the Visibility Index.

A free trial is always available.

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