UK Top 100 Domains – The Most Visible Websites in the UK

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.

Here, and fully updated for November 2023, 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 along with sector information from retail, non-profit and news media websites.

The Top 100 domains in the UK by Visibility Index November 2023. Changes since March 2023
PositionDomainVisibility IndexPos ChangeVi change% change
1wikipedia.org7424.910439.206.29%
2amazon.co.uk3503.380143.084.26%
3youtube.com1397.200-148.17-9.59%
4imdb.com1238.751120.3010.76%
5cambridge.org1122.48156.515.30%
6merriam-webster.com968.892120.8514.25%
7ebay.co.uk909.97-3-616.83-40.40%
8britannica.com867.30296.7812.56%
9facebook.com802.33-2-223.72-21.80%
10instagram.com701.73122.923.38%
11fandom.com575.171-41.12-6.67%
12www.nhs.uk558.741-30.77-5.22%
13etsy.com545.08-4-274.45-33.49%
14collinsdictionary.com542.190-0.49-0.09%
15nih.gov441.7510148.1950.48%
16argos.co.uk427.130-97.15-18.53%
17dictionary.com404.670-58.00-12.54%
18www.gov.uk388.090-39.71-9.28%
19google.com357.74873.2925.77%
20pinterest.com343.1322.750.81%
21indeed.com329.44955.7120.35%
22mayoclinic.org306.922-15.43-4.79%
23linkedin.com303.03525.729.28%
24healthline.com292.69-3-59.66-16.93%
25microsoft.com291.75723.748.86%
26tripadvisor.co.uk290.42-3-45.54-13.55%
27spotify.com290.34-8-118.71-29.02%
28genius.com288.84-2-3.20-1.10%
29twitter.com286.67648.0920.16%
30reddit.com281.8527148.45111.29%
31theguardian.com265.75755.4826.39%
32investopedia.com260.15758.5829.06%
33webmd.com247.670-4.85-1.92%
34wiktionary.org245.51-19-296.79-54.73%
35clevelandclinic.org244.081067.8838.52%
36company-information.service.gov.uk237.511168.1840.26%
37apple.com224.821361.9438.03%
38sciencedirect.com220.07222.6311.46%
39rottentomatoes.com218.92-8-49.15-18.33%
40pornhub.com218.61-4-7.65-3.38%
41johnlewis.com204.12-12-70.38-25.64%
42screwfix.com203.87013.877.30%
43bbc.co.uk202.49119.0710.40%
44bbcgoodfood.com197.99-111.356.08%
45vocabulary.com179.3113.522.00%
46next.co.uk173.69310.356.34%
47diy.com167.81926.9519.13%
48independent.co.uk160.051229.0522.17%
49discogs.com156.31-12-66.12-29.73%
50currys.co.uk148.63-2-14.78-9.04%
51quora.com146.352952.8156.46%
52[adult]142.44-1-20.25-12.44%
53medicalnewstoday.com140.8657.825.88%
54[adult]139.740-6.03-4.14%
55thesaurus.com137.99-21-107.30-43.75%
56amazon.com135.01-1-10.60-7.28%
57soundcloud.com129.003049.7062.67%
58steampowered.com128.0489.828.31%
59cdc.gov123.0464.243.57%
60autotrader.co.uk122.0987.566.60%
61goodreads.com119.900-9.71-7.49%
62forbes.com118.871214.2413.61%
63wikihow.com118.050-8.59-6.78%
64goodhousekeeping.com116.710-4.68-3.86%
65adobe.com113.992-1.81-1.57%
66asos.com113.65-4-15.66-12.11%
67wayfair.co.uk109.76-14-39.62-26.52%
68oxfordlearnersdictionaries.com108.911828.9236.16%
69booking.com106.774-2.56-2.34%
70pcmag.com104.6478.819.20%
71google.co.uk103.47-51-256.80-71.28%
72tesco.com102.72-1-8.36-7.52%
73hopkinsmedicine.org95.881819.0224.74%
74last.fm95.12-5-18.78-16.49%
75halfords.com94.71912.4815.17%
76nytimes.com92.90NewNewNew
77nhsinform.scot92.522-1.27-1.35%
78[adult]91.92-19-39.09-29.84%
79therange.co.uk91.53-7-17.90-16.36%
80ikea.com91.00-5-10.89-10.69%
81techtarget.com81.35NewNewNew
82boots.com81.14-12-30.45-27.29%
83europa.eu79.08138.2411.62%
84netflix.com77.32136.979.90%
85twinkl.co.uk76.94NewNewNew
86dailymail.co.uk76.832-2.16-2.74%
87nationalgeographic.com75.74125.557.91%
88telegraph.co.uk73.96NewNewNew
89tiktok.com72.42NewNewNew
90marksandspencer.com70.65-14-28.51-28.76%
91shutterstock.com69.94-13-23.98-25.53%
92sportsdirect.com69.021-6.01-8.01%
93urbandictionary.com67.95-52-122.51-64.32%
94hubspot.com67.64NewNewNew
95dunelm.com66.47-6-11.68-14.95%
96bandcamp.com65.58NewNewNew
97istockphoto.com63.59-15-24.56-27.86%
98moneysavingexpert.com63.21NewNewNew
99tvtropes.org63.15-14-17.06-21.27%
100reed.co.uk63.13NewNewNew

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

Latest UK domain analysis

Since March 2023 there are nine new entries in the top 100:

  • nytimes.com
  • techtarget.com
  • twinkl.co.uk
  • telegraph.co.uk
  • tiktok.com
  • hubspot.com
  • bandcamp.com
  • moneysavingexpert.com
  • reed.co.uk

The nine domains that have fallen out of the Top 100 since March 2023 are:

  • thefreedictionary.com
  • azlyrics.com
  • macmillandictionary.com
  • unsplash.com
  • songfacts.com
  • mirror.co.uk
  • asda.com
  • very.co.uk
  • moneysupermarket.com

Two of the most significant rising domains of the last 6 months are from Reddit and Quora. Both of these domains are user-generated content platforms.

Reddit and Quora – User generated content winning visibility in Google search

The gains were made in the second half of the year and accelerated during the last quarter. Trends can always change but for the time being, this is a big win for the two sites, and a good discussion point for SEOs.

Retail Sector top domains

There are 20 retail brands in the UK top 100, including classifieds and marketplaces like Amazon and Ebay, TheRange and B&Q.

The chart below shows just how much footprint Amazon have compared to other successful retail domains.

Top retail domains, and their Visibility Index, Nov 2023:

  1. amazon.co.uk 3503.38
  2. ebay.co.uk 909.97
  3. etsy.com 545.08
  4. argos.co.uk 427.13
  5. johnlewis.com 204.12
  6. screwfix.com 203.87
  7. next.co.uk 173.69
  8. diy.com 167.81
  9. currys.co.uk 148.63
  10. amazon.com 135.01
  11. asos.com 113.65
  12. wayfair.co.uk 109.76
  13. tesco.com 102.72
  14. halfords.com 94.71
  15. therange.co.uk 91.53
  16. ikea.com 91.00
  17. boots.com 81.14
  18. marksandspencer.com 70.65
  19. sportsdirect.com 69.02
  20. dunelm.com 66.47

Non-profit domains (org.uk) top 100

The top 100 org.uk domains are (mostly) non-profit organisations. We’ve done some case-study analysis but below you can find the most recent Top 100 list below.

Top 100 org.uk domains by VI, Jan 2023
DomainDomain VI 02.01.2023Change (12 months)
rhs.org.uk57.08107.24%
citizensadvice.org.uk46.5055.87%
moneyhelper.org.uk33.45-1.42%
thekennelclub.org.uk22.9276.83%
rspb.org.uk22.6648.28%
rspca.org.uk22.0221.71%
bhf.org.uk21.9780.66%
mind.org.uk21.3059.12%
tate.org.uk18.76-3.00%
nice.org.uk16.53-16.40%
ageuk.org.uk13.8164.49%
woodlandtrust.org.uk13.5562.68%
diabetes.org.uk11.1473.81%
pdsa.org.uk11.0531.07%
energysavingtrust.org.uk10.0285.52%
acas.org.uk9.7567.06%
medicines.org.uk9.6635.23%
nationaltrust.org.uk9.62-24.19%
iwm.org.uk9.4650.53%
macmillan.org.uk8.8836.96%
lawsociety.org.uk8.7669.21%
bfi.org.uk8.4118.87%
wwf.org.uk8.3271.96%
ofcom.org.uk8.3081.89%
nct.org.uk8.1578.94%
bluecross.org.uk7.7252.10%
ico.org.uk7.6328.84%
english-heritage.org.uk7.445.06%
cqc.org.uk7.2730.53%
npg.org.uk7.1755.75%
fca.org.uk6.7362.33%
nspcc.org.uk6.57123.72%
exchangerates.org.uk6.49130.12%
better.org.uk6.4256.56%
nationalgallery.org.uk6.290.12%
aqa.org.uk6.2863.06%
shelter.org.uk5.75107.42%
dogstrust.org.uk5.4812.36%
scouts.org.uk5.1683.63%
litrg.org.uk4.64284.03%
blf.org.uk4.6451.88%
oxfam.org.uk4.59-25.20%
redcross.org.uk4.35109.32%
phrases.org.uk4.18-30.06%
sja.org.uk4.1840.92%
historicengland.org.uk3.8750.20%
rcn.org.uk3.7727.78%
booktrust.org.uk3.7016.58%
hoa.org.uk3.6470.46%
mentalhealth.org.uk3.43-8.59%
cats.org.uk3.4038.52%
roh.org.uk3.39-13.64%
nationaltheatre.org.uk3.15-5.88%
abi.org.uk3.1368.94%
unicef.org.uk3.0923.03%
rsc.org.uk3.0749.46%
nutrition.org.uk3.06344.27%
beateatingdisorders.org.uk3.0556.42%
battersea.org.uk2.9838.85%
turn2us.org.uk2.9857.56%
heartuk.org.uk2.9355.70%
autism.org.uk2.9369.10%
bps.org.uk2.8657.53%
rnib.org.uk2.8634.58%
youngminds.org.uk2.8174.19%
instituteforgovernment.org.uk2.8069.71%
teachingenglish.org.uk2.7941.65%
alzheimers.org.uk2.7673.39%
naturespot.org.uk2.7632.32%
electoralcommission.org.uk2.74100.39%
counselling-directory.org.uk2.6943.19%
canalrivertrust.org.uk2.6841.01%
baaps.org.uk2.6524.86%
shakespeare.org.uk2.6531.12%
rcog.org.uk2.640.68%
unison.org.uk2.5434.96%
familylives.org.uk2.5339.36%
royalacademy.org.uk2.496.27%
hrp.org.uk2.4241.98%
financial-ombudsman.org.uk2.3992.31%
childline.org.uk2.34125.89%
labtestsonline.org.uk2.304.14%
bma.org.uk2.2932.77%
ahdb.org.uk2.23115.30%
iasservices.org.uk2.2254.20%
sciencemuseumgroup.org.uk2.1689.02%
tht.org.uk2.1181.29%
sentencingcouncil.org.uk2.09135.67%
apm.org.uk2.034.86%
sciencemuseum.org.uk2.0140.14%
bhs.org.uk1.9965.11%
mariecurie.org.uk1.9762.31%
stonewall.org.uk1.9515.87%
bpca.org.uk1.9247.26%
mammal.org.uk1.9029.43%
savethechildren.org.uk1.857.21%
sqa.org.uk1.8463.45%
alcoholics-anonymous.org.uk1.8323.73%
youthemployment.org.uk1.81121.31%
health.org.uk1.8122.89%

Top News Media Domains in Google Search

The image and table below shows the market share of news media domains in Google UK organic search results. It’s important to remember that this is based on organic search results and doesn’t include the Top Stories box, Discovery or the Google News pages. Data from November 2023.

The biggest news domains in UK search, November 2023. SISTRIX data, Google UK
WebsiteVI 8-11-2023
theguardian.com281.88
independent.co.uk172.40
forbes.com121.99
nytimes.com98.04
dailymail.co.uk84.57
telegraph.co.uk74.92
moneysavingexpert.com62.82
ft.com53.63
techradar.com52.39
mirror.co.uk48.41
thesun.co.uk44.94
cnn.com41.26
standard.co.uk33.46
people.com29.91
bloomberg.com27.96
news.sky.com27.50
thetimes.co.uk26.60
https://www.bbc.com/news/26.03
reuters.com25.39
cnbc.com22.93
finance.yahoo.com19.82
aljazeera.com18.82
usatoday.com18.74
businessinsider.com18.01
washingtonpost.com16.80
metro.co.uk16.76
radiotimes.com14.90
express.co.uk14.69
digitalspy.com12.26
hellomagazine.com10.25
dailystar.co.uk8.89
msn.com8.35
eonline.com7.97
manchestereveningnews.co.uk6.73
huffpost.com6.14
https://www.itv.com/news/6.08
economist.com5.67
walesonline.co.uk5.59
dailyrecord.co.uk5.29
inews.co.uk5.22
chroniclelive.co.uk4.28
foxnews.com4.00
liverpoolecho.co.uk3.94
irishtimes.com3.92
scotsman.com3.43
birminghammail.co.uk2.97
irishmirror.ie2.67
spectator.co.uk2.35
news.yahoo.com2.00
belfasttelegraph.co.uk1.98
news.google.com1.95
heraldscotland.com1.93
ok.co.uk1.84
ladbible.com1.75
gbnews.com1.49
lbc.co.uk1.35
examinerlive.co.uk1.22
edp24.co.uk1.19
mylondon.news1.15
thenorthernecho.co.uk1.09
kentonline.co.uk0.87
cityam.com0.71
nottinghampost.com0.65
leicestermercury.co.uk0.61
yorkshirepost.co.uk0.59
hulldailymail.co.uk0.59
inyourarea.co.uk0.54
lancs.live0.31
theweek.co.uk0.21
entertainmentdaily.co.uk0.18
rt.com0.18

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. View all IndexWatch articles here.

A history of ranking domains: 11 years in 60 seconds

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.

Latest Update: November 2023: Updated top 100, and news media domain table and chart

Related posts