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 visibile domains and analyse some of the changes seen. This update: July 13th 2021.

Here, and fully updated following the significant Google Core Updates of June and July 2021, we present the Top-100 most-visible websites, measured by VI, on Google Search in the UK. The values are based on mobile search and analysis is included below the list.

The Top 100 domains in the UK by Visibility Index July 13 2021. Changes since May 2021.
PositionDomainVisibility IndexPos ChangeVi change% change
1wikipedia.org5670.430-224.61-3.81%
2amazon.co.uk2150.57052.572.51%
3ebay.co.uk1182.260-71.78-5.72%
4imdb.com904.5019.242.17%
5youtube.com874.181-2.59-0.30%
6facebook.com841.16-1-35.8-4.08%
7cambridge.org708.290-4.2-0.59%
8merriam-webster.com647.94169.5912.03%
9britannica.com588.15-1-1.48-0.25%
10fandom.com530.11-8.95-1.66%
11dictionary.com507.16137.067.88%
12instagram.com455.1119.182.06%
13argos.co.uk396.4640.8311.48%
14twitter.com394.93892.6430.65%
15collinsdictionary.com368.92534.7710.41%
16www.nhs.uk368.1527.92.19%
17etsy.com365.9244915.46%
18pinterest.com365.37-4-47.42-11.49%
19spotify.com363.8710140.3562.79%
20healthline.com362-5-34.63-8.73%
21theguardian.com357.25-5-35.08-8.94%
22bbc.co.uk356.99-5-21.64-5.72%
23amazon.com355.57-13-185.63-34.30%
24linkedin.com305.57-114.885.12%
25google.com261.9703.121.21%
26rottentomatoes.com253.2-2-11.37-4.30%
27thefreedictionary.com239.501.450.61%
28webmd.com231.507.183.20%
29www.gov.uk223.839.364.36%
30discogs.com214.36530.2616.44%
31tripadvisor.co.uk209.34-1-7.68-3.54%
32wiktionary.org204.66-6-44.42-17.83%
33independent.co.uk185.541133.0521.67%
34mayoclinic.org180.4923.982.25%
35thesaurus.com179.41-1-5.99-3.23%
36investopedia.com174.681-1.35-0.77%
37genius.com172.03-4-22.95-11.77%
38next.co.uk166.9220.60.36%
39urbandictionary.com165.43-8-49.44-23.01%
40sciencedirect.com164.49-2-6.31-3.69%
41microsoft.com161.2614.332.76%
42johnlewis.com159.447.064.63%
43nih.gov157.28-4-10.03-5.99%
44medicalnewstoday.com155.62-12.121.38%
45xxx152.8422.51.66%
46bbcgoodfood.com139.13-6.03-4.15%
47currys.co.uk137.343-5.63-3.94%
48apple.com133.830-16.26-10.83%
49screwfix.com129.2349.487.92%
50xxx126.82-5-25.53-16.76%
51xxx118.871623.9325.21%
52xxx115.8478.127.54%
53goodreads.com115.2545.695.19%
54macmillandictionary.com113.984052.6785.91%
55steampowered.com113.86611.4411.17%
56wayfair.co.uk108.26-2-9.56-8.11%
57bbc.com106.09-5-18.7-14.99%
58reddit.com105.856.676.73%
59lexico.com104.471213.3814.69%
60indeed.com104.442939.5460.92%
61goodhousekeeping.com102.52-6-10.46-9.26%
62vocabulary.com100.261820.125.07%
63forbes.com98.5154.234.49%
64gumtree.com98.252129.843.54%
65company-information.service.gov.uk98.01#N/A#N/A#N/A
66asos.com97.48-11.171.21%
67nytimes.com96.51-10.90.94%
68ikea.com96.2823.083.30%
69soundcloud.com96.23-18-29.49-23.46%
70pcmag.com95.54-8-4.81-4.79%
71autotrader.co.uk93.1625.416.17%
72dunelm.com92.1301.661.83%
73diy.com87.9532.653.11%
74shutterstock.com87.800.640.73%
75netflix.com86.4321.631.92%
76booking.com84.7-7-8.72-9.33%
77yourdictionary.com83.881-0.64-0.76%
78songfacts.com82.33-22-28.74-25.88%
79pinterest.co.uk78.57-21-29.34-27.19%
80azlyrics.com76.48-5-10.16-11.73%
81techradar.com75.38-17-21.49-22.18%
82google.co.uk74.45-41-87.84-54.13%
83telegraph.co.uk72.45-4-9.9-12.02%
84history.com72.06-3-3.72-4.91%
85asda.com71.9114.767.09%
86therange.co.uk70.61-30.20.28%
87tvtropes.org70.38#N/A#N/A#N/A
88thesun.co.uk68.34-6-5.73-7.74%
89wikihow.com67.4#N/A#N/A#N/A
90boots.com67.35-6-1.16-1.69%
91halfords.com66.72#N/A#N/A#N/A
92dailymail.co.uk65.63#N/A#N/A#N/A
93definitions.net64.02-6-1.98-3.00%
94rollingstone.com63.17-4-1.03-1.60%
95unsplash.com62.64#N/A#N/A#N/A
96cdc.gov62.44-40.190.31%
97cnet.com62.32-21.412.31%
98tesco.com59.09-7-3.7-5.89%
99which.co.uk58.65-2-2.2-3.62%
100smythstoys.com 57.67#N/A#N/A#N/A

Domains marked with [XXX] are adult content sites.

Analysis

In the Top 10 there are a couple of significant changes. Firstly, amazon.com has lost a lot of visibility causing it to drop from #10 to #26. We saw this happen in the latter part of the July Core update along with many out-of-country versions of major sites. Secondly, wikipedia.org lost 224.41 VI points, but still retains the #1 position. In the last 24 months the domain has lost over 27% percent of its Visibility. While that opens a lot of space for other domains, it will be having an impact on traffic to the site.

The biggest riser by absolute visibility was spotify.com and the biggest riser by percentage was macmillandictionary.com which added 85.91% and rose to position 54 after nearly dropping out of the top 100 in May 2021. The domain spotify.com has reached its highest visibility ever in the UK search results.

vi chart spotify.com

New, or re-entries in July were company-information.service.gov.uk (a domain move), wikihow.com, halfords.com, dailymail.co.uk, unsplash.com, smythstoys.com and tvtropes.org which saw one of the biggest gains of the July Core Update 2021.

A 12-month view shows how wikihow.com gained in the June Core update and tvtropes.org and dailymail.co.uk gained in the July Core Update.

domains new in the top 100 July 2021

Domains falling from the Top 100 were commonsensemedia.org, ebay.com, wickes.co.uk, moneysavingexpert.com, expedia.co.uk, cosmopolitan.com and medium.com

News media visibility changes June-July 2021

Noticeable by their absence from lists of winners and losers over the last set of Core Updates are nes media websites. There were no major affects in the sites that we track, as can be seen in the graph below.

news media sites 52 weeks

The graph above shows the top 10 largest sites over the last 52 weeks.

uk news media market share

The image above shows the market share of 30 news media domains. Total Visibility Index of these domains is 1513 VI points.

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 of 70.41 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 from the 12 months to end of Dec 2020.

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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