UK Top 100 Domains – The Most Visible Websites Dec 2021

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: Dec 29 2021.

Here, and fully updated following the significant Google Updates 2H 2021, we present the Top-100 most-visible websites 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 Dec 29 2021. Changes since May 2021.
 DomainVisibility Index 29 Dec 2021Pos ChangeVi change% change
1wikipedia.org5705.970-189.07-3.21%
2amazon.co.uk2180.20082.203.92%
3ebay.co.uk945.580-308.46-24.60%
4imdb.com935.75050.495.70%
5facebook.com910.00033.043.77%
6cambridge.org813.531101.0414.18%
7merriam-webster.com728.352150.0025.94%
8youtube.com709.99-2-166.78-19.02%
9britannica.com707.85-1118.2220.05%
10instagram.com536.68390.7520.35%
11fandom.com512.850-26.20-4.86%
12collinsdictionary.com500.288166.1349.72%
13dictionary.com468.81-1-1.29-0.27%
14argos.co.uk452.94597.3727.38%
15etsy.com447.246130.3241.12%
16twitter.com428.226125.9341.66%
17www.nhs.uk391.37131.128.64%
18pinterest.com356.06-4-56.73-13.74%
19theguardian.com348.03-3-44.30-11.29%
20spotify.com342.699119.1753.31%
21linkedin.com332.13241.4414.26%
22healthline.com315.59-7-81.04-20.43%
23bbc.co.uk292.84-6-85.79-22.66%
24rottentomatoes.com277.46012.894.87%
25wiktionary.org277.36128.2811.35%
26thesaurus.com270.92885.5246.13%
27www.gov.uk267.08552.6424.55%
28google.com265.13-36.282.42%
29webmd.com264.23-139.9117.79%
30genius.com252.97357.9929.74%
31johnlewis.com237.491585.1555.89%
32tripadvisor.co.uk237.37-220.359.38%
33mayoclinic.org217.30340.7923.11%
34thefreedictionary.com215.15-7-22.90-9.62%
35discogs.com208.18024.0813.08%
36amazon.com202.03-26-339.17-62.67%
37investopedia.com194.90018.8710.72%
38sciencedirect.com190.21019.4111.36%
39nih.gov185.17017.8610.68%
40microsoft.com184.37227.4417.49%
41urbandictionary.com178.42-10-36.45-16.96%
42next.co.uk177.51-211.196.73%
43lexico.com174.212883.1291.25%
44bbcgoodfood.com173.40528.2719.48%
45currys.co.uk155.28512.318.61%
46screwfix.com153.06733.3127.81%
47reddit.com152.131653.0053.47%
48independent.co.uk151.96-4-0.53-0.35%
49pornhub.com148.14-4-4.21-2.76%
50medicalnewstoday.com140.92-7-12.58-8.20%
51indeed.com138.943874.04114.08%
52company-information.service.gov.uk136.28NewNewNew
53wayfair.co.uk134.80116.9814.41%
54apple.com125.74-6-24.35-16.23%
55goodhousekeeping.com124.67011.6910.35%
56xvideos.com124.39-9-25.95-17.26%
57quora.com122.78NewNewNew
58gumtree.com122.592754.1479.09%
59tvtropes.org121.13NewNewNew
60goodreads.com120.98-311.4210.42%
61xhamster.com119.94625.0026.33%
62steampowered.com119.02-116.6016.21%
63asos.com114.93218.6219.33%
64xnxx.com111.64-53.923.64%
65vocabulary.com104.591524.4330.48%
66dailymail.co.uk103.03NewNewNew
67nytimes.com101.59-15.986.26%
68diy.com95.2189.9111.62%
69azlyrics.com95.1868.549.86%
70ikea.com92.690-0.52-0.55%
71autotrader.co.uk92.6324.885.57%
72songfacts.com92.18-16-18.89-17.00%
73pcmag.com91.44-11-8.91-8.88%
74google.co.uk90.50-33-71.79-44.23%
75netflix.com89.9725.176.10%
76booking.com89.87-7-3.55-3.80%
77macmillandictionary.com89.441728.1345.89%
78shutterstock.com89.20-42.042.34%
79boots.com88.88520.3729.73%
80forbes.com88.79-12-5.49-5.82%
81dunelm.com86.82-9-3.65-4.04%
82asda.com85.40418.2527.18%
83yourdictionary.com83.64-5-0.88-1.04%
84thesun.co.uk83.60-29.5312.86%
85clevelandclinic.org80.57NewNewNew
86mirror.co.uk77.23NewNewNew
87therange.co.uk74.50-44.095.81%
88techradar.com73.81-24-23.06-23.80%
89soundcloud.com71.80-38-53.92-42.89%
90rollingstone.com71.1306.9310.80%
91cdc.gov71.0318.7814.10%
92biography.com70.40NewNewNew
93unsplash.com70.33NewNewNew
94definitions.net70.14-74.146.27%
95halfords.com70.07NewNewNew
96history.com69.78-15-6.00-7.91%
97tesco.com67.19-64.407.01%
98houseoffraser.co.uk64.66NewNewNew
99smythstoys.com64.50NewNewNew
100telegraph.co.uk61.54-21-20.81-25.27%

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

Analysis

amazon.com has lost the most visibility in the last 7 months falling from 10 to position 36 but amazon.co.uk remains strong at #2. Ebay have also lost on both the .com and .co.uk domains. Their gumtree.com domain has gained 54 VI points however. Other significant losses are telegraph.co.uk (-25.27%, -20.8 VI) theguardian.com (-11.3%, -44.3 VI) and bbc.co.uk which lost a huge 85.8 VI. bbc.com has also lost, mainly because the /news directory (the globally available news directory) is much less visible in the UK now.

One news media domain that has gained significant visibility recently is dailymail.co.uk. The domain is back in the Top 100 with a huge jump taking it back up to levels they had in 2020. Another news media domain appearing again in the top 100 is mirror.co.uk.

dailymail.co.uk recent VI gains

The biggest riser by absolute visibility, and a brand new domain is company-information.service.gov.uk. The hostname find-and-update.company-information.service.gov.uk is now holding the UK government company registration data and is a move from beta.companieshouse.gov.uk. Here’s the graphic showing the progression of the content move.

The content move of Companies House data to find-and-update.company-information.service.gov.uk

New, or re-entries in for Dec 2021 were company-information.service.gov.uk, tvtropes.org, dailymail.co.uk, clevelandclinic.org, mirror.co.uk, biography.com, unsplash.com, halfords.com and smythstoys.com

Also returning to the Top 100 and regaining losses that occurred since receivership in 2018 is the UK high street department store, houseoffraser.co.uk.

Domains falling from the Top 100 were moneysavingexpert.com, medium.com, cnet.com, which.co.uk, wickes.co.uk, cosmopolitan.com, expedia.co.uk, commonsensemedia.org, bbc.com, pinterest.co.uk

News media share of search Dec 2021

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

The Top 20 most visible news media domains UK search by Visibility Index Dec 21 2021.
DomaiinVisibility Index 21 Dec 2021
theguardian.com356.03
independent.co.uk156.31
nytimes.com106.85
dailymail.co.uk96.76
forbes.com90.08
thesun.co.uk79.16
mirror.co.uk73.86
telegraph.co.uk61.06
bbc.com56.26
cnn.com50.93
finance.yahoo.com50.64
bloomberg.com46.05
metro.co.uk40.97
standard.co.uk38.70
news.sky.com37.54
standard.co.uk36.71
express.co.uk26.78
hellomagazine.com24.27
cnbc.com23.66
people.com22.02

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.

Related posts
Comments
You have to be logged in to write comments.