SISTRIX has been analysing the visibility of all domains with rankings on Google.co.uk, since 2010. The SISTRIX Visibility Index (VI) is ideally suited to 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.
Updated for March 2025 we present the Top-100 most-visible websites on Google Search in the UK. Some analysis of major changes is provided below along with sector information from retail, non-profit and news media websites.
| Position | Domain | Visibility Index | Pos Change | Vi change | % change |
|---|---|---|---|---|---|
| 1 | wikipedia.org | 8300.0978 | 0 | 291.31 | 3.64% |
| 2 | amazon.co.uk | 3157.0463 | 0 | -465.96 | -12.86% |
| 3 | youtube.com | 1715.9768 | 0 | 49.43 | 2.97% |
| 4 | reddit.com | 1322.3936 | 0 | 66.92 | 5.33% |
| 5 | imdb.com | 1224.1031 | 0 | -9.68 | -0.78% |
| 6 | cambridge.org | 1219.6251 | 0 | 20.47 | 1.71% |
| 7 | merriam-webster.com | 1083.1033 | 0 | 40.63 | 3.90% |
| 8 | instagram.com | 941.9734 | 0 | -9.13 | -0.96% |
| 9 | facebook.com | 847.6355 | 0 | -21.47 | -2.47% |
| 10 | ebay.co.uk | 797.3774 | 0 | -0.09 | -0.01% |
| 11 | britannica.com | 766.0571 | 0 | -12.78 | -1.64% |
| 12 | spotify.com | 735.8261 | 1 | 60.94 | 9.03% |
| 13 | bbc.co.uk | 696.4502 | -1 | 20.69 | 3.06% |
| 14 | www.nhs.uk | 677.4292 | 0 | 6.77 | 1.01% |
| 15 | fandom.com | 598.0311 | 0 | -3.01 | -0.50% |
| 16 | www.gov.uk | 526.7576 | 0 | 2.81 | 0.54% |
| 17 | argos.co.uk | 428.2846 | 3 | 71.63 | 20.08% |
| 18 | clevelandclinic.org | 424.1969 | -1 | 28.71 | 7.26% |
| 19 | nih.gov | 415.9916 | 6 | 69.18 | 19.95% |
| 20 | mayoclinic.org | 384.3081 | -2 | -4.54 | -1.17% |
| 21 | tripadvisor.co.uk | 361.013 | -2 | -6.25 | -1.70% |
| 22 | microsoft.com | 347.1135 | 2 | -3.31 | -0.95% |
| 23 | company-information.service.gov.uk | 345.8881 | -2 | -9.43 | -2.65% |
| 24 | collinsdictionary.com | 327.2526 | -2 | -24.71 | -7.02% |
| 25 | pinterest.com | 311.0825 | 3 | 14.10 | 4.75% |
| 26 | google.com | 307.9433 | -3 | -42.98 | -12.25% |
| 27 | diy.com | 305.9893 | 4 | 36.91 | 13.72% |
| 28 | dictionary.com | 277.6099 | 2 | 3.52 | 1.28% |
| 29 | rottentomatoes.com | 264.9935 | 6 | 11.88 | 4.69% |
| 30 | healthline.com | 264.322 | -1 | -19.22 | -6.78% |
| 31 | genius.com | 262.8349 | -4 | -34.48 | -11.60% |
| 32 | x.com | 259.4058 | 6 | 17.51 | 7.24% |
| 33 | indeed.com | 256.973 | 1 | -5.75 | -2.19% |
| 34 | apple.com | 249.6428 | 5 | 21.04 | 9.20% |
| 35 | linkedin.com | 248.6112 | -2 | -14.91 | -5.66% |
| 36 | theguardian.com | 238.2626 | 0 | -10.37 | -4.17% |
| 37 | wiktionary.org | 233.9827 | -5 | -29.64 | -11.24% |
| 38 | etsy.com | 227.3159 | -12 | -83.94 | -26.97% |
| 39 | sciencedirect.com | 212.7255 | -2 | -29.53 | -12.19% |
| 40 | pornhub.com | 207.5562 | 0 | -18.26 | -8.09% |
| 41 | bbcgoodfood.com | 202.2617 | 1 | -4.30 | -2.08% |
| 42 | johnlewis.com | 195.0641 | 3 | 16.02 | 8.95% |
| 43 | webmd.com | 192.0376 | 1 | -2.00 | -1.03% |
| 44 | vocabulary.com | 191.2654 | 3 | 20.83 | 12.22% |
| 45 | quora.com | 184.9913 | -4 | -21.68 | -10.49% |
| 46 | next.co.uk | 174.4896 | 3 | 20.27 | 13.14% |
| 47 | investopedia.com | 174.2744 | -4 | -27.76 | -13.74% |
| 48 | screwfix.com | 172.9401 | 0 | 9.58 | 5.87% |
| 49 | discogs.com | 162.1208 | -3 | -10.26 | -5.95% |
| 50 | autotrader.co.uk | 159.2448 | 1 | 6.14 | 4.01% |
| 51 | adobe.com | 156.2437 | 1 | 3.44 | 2.25% |
| 52 | currys.co.uk | 154.9365 | -2 | 1.41 | 0.92% |
| 53 | tiktok.com | 143.2608 | 6 | 18.66 | 14.98% |
| 54 | soundcloud.com | 137.1898 | 1 | 4.87 | 3.68% |
| 55 | ikea.com | 136.9394 | 2 | 11.59 | 9.24% |
| 56 | goodreads.com | 133.2818 | -2 | -0.15 | -0.11% |
| 57 | medicalnewstoday.com | 131.6427 | -4 | -16.58 | -11.19% |
| 58 | boots.com | 129.5285 | 4 | 10.94 | 9.23% |
| 59 | dunelm.com | 123.5207 | 4 | 9.48 | 8.32% |
| 60 | steampowered.com | 122.6312 | 1 | -1.14 | -0.92% |
| 61 | xvideos.com | 121.3671 | -1 | -2.83 | -2.28% |
| 62 | marksandspencer.com | 120.6379 | -4 | -4.45 | -3.56% |
| 63 | thesaurus.com | 118.517 | -7 | -12.94 | -9.84% |
| 64 | oed.com | 114.4038 | 3 | 16.57 | 16.94% |
| 65 | hopkinsmedicine.org | 113.8551 | -1 | 3.03 | 2.74% |
| 66 | booking.com | 107.1774 | 0 | 0.68 | 0.63% |
| 67 | netflix.com | 102.2122 | 2 | 6.57 | 6.87% |
| 68 | tesco.com | 100.0501 | 4 | 9.86 | 10.93% |
| 69 | independent.co.uk | 91.2805 | -4 | -16.63 | -15.41% |
| 70 | istockphoto.com | 90.6727 | 3 | 5.60 | 6.58% |
| 71 | gettyimages.co.uk | 89.5692 | -3 | -6.69 | -6.95% |
| 72 | amazon.com | 89.0715 | 13 | 15.24 | 20.64% |
| 73 | oxfordlearnersdictionaries.com | 85.6397 | -2 | -6.12 | -6.67% |
| 74 | twinkl.co.uk | 84.7372 | 5 | 6.40 | 8.17% |
| 75 | allrecipes.com | 82.2793 | 8 | 6.70 | 8.87% |
| 76 | shutterstock.com | 81.8998 | 2 | 3.56 | 4.55% |
| 77 | nytimes.com | 81.7896 | 16 | 13.16 | 19.18% |
| 78 | nhsinform.scot | 81.4114 | -4 | -3.29 | -3.88% |
| 79 | asos.com | 80.9355 | 16 | 14.53 | 21.87% |
| 80 | europa.eu | 80.0897 | -4 | -1.31 | -1.61% |
| 81 | moneysavingexpert.com | 78.9581 | -1 | 1.85 | 2.40% |
| 82 | trustpilot.com | 78.3735 | 7 | 6.60 | 9.19% |
| 83 | bbc.com | 77.6847 | 7 | 6.04 | 8.43% |
| 84 | pcmag.com | 77.1217 | 0 | 1.97 | 2.62% |
| 85 | yahoo.com | 77.0398 | 6 | 6.61 | 9.38% |
| 86 | rhs.org.uk | 75.3342 | -5 | -1.32 | -1.73% |
| 87 | halfords.com | 74.518 | 1 | 2.49 | 3.46% |
| 88 | asda.com | 71.349 | 9 | 8.26 | 13.10% |
| 89 | last.fm | 71.1689 | -3 | -2.28 | -3.10% |
| 90 | wikihow.com | 70.6398 | -15 | -11.86 | -14.38% |
| 91 | sportsdirect.com | 69.3033 | 1 | 0.47 | 0.69% |
| 92 | xhamster.com | 66.4684 | -15 | -13.09 | -16.46% |
| 93 | medlineplus.gov | 66.0826 | -6 | -6.94 | -9.50% |
| 94 | expedia.co.uk | 65.3609 | 0 | -2.79 | -4.10% |
| 95 | therange.co.uk | 64.815 | NEW | NEW | NEW |
| 96 | canva.com | 64.7637 | 3 | 1.84 | 2.92% |
| 97 | comparethemarket.com | 62.7456 | NEW | NEW | NEW |
| 98 | cdc.gov | 62.7415 | NEW | NEW | NEW |
| 99 | w3schools.com | 61.8057 | NEW | NEW | NEW |
| 100 | telegraph.co.uk | 60.1477 | NEW | NEW | NEW |
VI = Visibility Index – a measurement of organic search visibility.
Latest UK domain analysis
Since August 2024, there have been 5 new entries in the top 100 domains:
- therange.co.uk
- comparethemarket.com
- cdc.gov
- w3schools.com
- telegraph.co.uk
The following 5 domains have fallen out of the top 100 since August 2024:
- twitter.com
- nationalcareers.service.gov.uk
- smythstoys.com
- techradar.com
- study.com
Wikipedia.org and Amazon.co.uk have experienced the most significant uplifts in Visibility Index score over the past seven months.
Reddit continues to grow in position #3 If you would like a more detailed analysis on Reddit, we are tracking it in a separate report.
Interesting insights Q3 2024
Wikipedia
Wikipedia.org’s organic visibility has increased by 291.3 points (+4%). Since last August, the online knowledge hub has seen 10% growth in short-tail keyword rankings.
During this period, the domain gained 97,004 new rankings and experienced position improvements for 273,647 search terms.
Exploring the site’s URL changes reveals an increase in content relevance for both generic and brand queries.
Recent algorithmic updates have addressed keyword cannibalisation through prioritising core pages associated with the most authoritative topic or company. This shift has reduced the prominence of “disambiguation” pages, subsidiary brands, or specific activities related to a broader topic.
Disambiguation Example: “burger king”
Previous ranking URL:
New ranking URL:
Generic Example: “spelling bee”
Previous URL
New URL:
ASOS
Asos.com has seen 22% Google visibility growth (+14.5 VI points). This is due to the increased prominence of one of the site’s primary product categories: “women”.
The ranking distribution graph for this subfolder shows that position fluctuations occurred across Pages 1 & 2, with these pages seeing a combined 4% increase in rankings vs August 2024.
Over the past seven months, the “Women” section gained 34,516 new keyword rankings (+10% to a total of 370,458).
A deeper analysis of keyword data shows ranking improvements for brand queries and style-related terms, particularly for dresses and shoes. These gains align with key product subcategories: “dresses,” “shoes,” and “a-to-z-of-brands”. Examples include search queries such as “christmas party dress”, “mini dress”, “black boots”, “mules”, “Mango” and “Forever Unique.”
Spotify
Spotify.com’s Visibility Index score has increased by 60.9 points (approx. +9% vs. August 2024). This is due to the significant growth of the open.spotify.com subdomain, the home of Spotify’s Web Player, including two of its core subfolders: “track” and “artist.”
A closer look at the subdomain’s ranking distribution reveals that Page 1 rankings have almost doubled over the past 7 months. In parallel, position drops across Page 2 onwards suggest that Spotify Web Player has been reassessed and recognised as an increasingly relevant and valuable resource for music-related queries, such as song, artist and album searches.
Dec 2024 ranking distribution:
March 2025 ranking distribution:
Where Apple, Amazon and YouTube have focused on integrating their music streaming services within their existing product and service ecosystems, they have invested little into organic search strategies to maximise growth potential. This has given Spotify a unique and advantageous position to capture high-intent traffic and acquire new users cost-effectively.
Regardless of the strength of a company’s brand and/or market dominance, relying solely on brand loyalty is always risky. It will be interesting to see if other popular music services shift their strategies to join the race to dominate the SERPs.
New York Times
Despite being an American news outlet, the nytimes.com domain has seen a 19.2% uptick in visibility on Google UK.
Analysing the NY Times directories highlights steady growth, particularly for “wirecutter” and “athletic” sections.
“Wirecutter” is the home of the New York Times’ product reviews, which focuses on consumer goods. Acquired by The New York Times in 2016, its content was later migrated from wirecutter.com to this dedicated subfolder on the nytimes.com domain.
The “Athletic” subfolder features comprehensive sports news and updates. Like Wirecutter, The Athletic was originally an independent publication hosted on a dedicated domain (theathletic.com). However, after being acquired by The New York Times in 2022, it has become the company’s primary source for sports journalism.
Following the spam update in December 2024, the “wirecutter” directory in particular saw a surge in organic visibility. This section alone saw ranking increases for 12,344 terms and acquired new positions for a further 30,070.
The “reviews” URLs on Wirecutter have been the main driver of this subfolder’s growth. Combined with its alignment with the spam update, this suggests that Google has reevaluated these reviews and deemed them high-quality, helpful, relevant and credible. As a result, The New York Times has been rewarded with increased visibility on the SERPs for this type of content.
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.
| URL | 1st August 2024 |
|---|---|
| rhs.org.uk | 73.2294 |
| citizensadvice.org.uk | 41.3609 |
| bhf.org.uk | 32.4655 |
| mind.org.uk | 27.6608 |
| rspca.org.uk | 27.2212 |
| moneyhelper.org.uk | 26.1822 |
| tate.org.uk | 21.9359 |
| woodlandtrust.org.uk | 21.6827 |
| nice.org.uk | 20.9075 |
| rspb.org.uk | 19.5952 |
| thekennelclub.org.uk | 18.5447 |
| nationaltrust.org.uk | 16.2119 |
| acas.org.uk | 14.7597 |
| diabetes.org.uk | 14.5078 |
| ageuk.org.uk | 14.0951 |
| macmillan.org.uk | 13.5392 |
| pdsa.org.uk | 12.8058 |
| iwm.org.uk | 12.4633 |
| bfi.org.uk | 10.0024 |
| english-heritage.org.uk | 9.9377 |
| lawsociety.org.uk | 9.902 |
| cqc.org.uk | 9.5754 |
| energysavingtrust.org.uk | 9.4335 |
| nct.org.uk | 9.2679 |
| fca.org.uk | 9.0562 |
| bluecross.org.uk | 8.9659 |
| nspcc.org.uk | 8.8383 |
| oxfam.org.uk | 8.7862 |
| dogstrust.org.uk | 8.5041 |
| wwf.org.uk | 8.3217 |
| ofcom.org.uk | 8.2562 |
| ico.org.uk | 7.7619 |
| nationalgallery.org.uk | 7.7178 |
| medicines.org.uk | 7.215 |
| npg.org.uk | 7.0609 |
| aqa.org.uk | 6.846 |
| shelter.org.uk | 6.46 |
| better.org.uk | 6.3091 |
| scouts.org.uk | 6.1886 |
| redcross.org.uk | 5.4775 |
| cats.org.uk | 5.4128 |
| rnib.org.uk | 5.178 |
| historicengland.org.uk | 5.1724 |
| sja.org.uk | 5.0012 |
| naturespot.org.uk | 4.9838 |
| rsc.org.uk | 4.5894 |
| beateatingdisorders.org.uk | 4.5651 |
| hoa.org.uk | 4.4027 |
| mentalhealth.org.uk | 4.3708 |
| electoralcommission.org.uk | 4.0101 |
| royalacademy.org.uk | 3.8654 |
| alzheimers.org.uk | 3.8576 |
| shakespeare.org.uk | 3.8035 |
| booktrust.org.uk | 3.7927 |
| ahdb.org.uk | 3.7075 |
| financial-ombudsman.org.uk | 3.6662 |
| youngminds.org.uk | 3.5824 |
| bps.org.uk | 3.5416 |
| autism.org.uk | 3.4726 |
| rcog.org.uk | 3.4104 |
| rcn.org.uk | 3.3968 |
| hrp.org.uk | 3.3915 |
| turn2us.org.uk | 3.3777 |
| sciencemuseum.org.uk | 3.2383 |
| abi.org.uk | 3.2247 |
| sentencingcouncil.org.uk | 3.2029 |
| apm.org.uk | 3.1597 |
| counselling-directory.org.uk | 3.1265 |
| heartuk.org.uk | 3.0686 |
| teachingenglish.org.uk | 3.067 |
| savethechildren.org.uk | 3.062 |
| unison.org.uk | 3.0426 |
| nationaltheatre.org.uk | 2.9806 |
| litrg.org.uk | 2.9491 |
| mariecurie.org.uk | 2.9348 |
| nutrition.org.uk | 2.9344 |
| bma.org.uk | 2.9343 |
| canalrivertrust.org.uk | 2.8845 |
| battersea.org.uk | 2.8615 |
| sciencemuseumgroup.org.uk | 2.8282 |
| childline.org.uk | 2.6556 |
| bpca.org.uk | 2.6126 |
| labtestsonline.org.uk | 2.5808 |
| mammal.org.uk | 2.5285 |
| instituteforgovernment.org.uk | 2.5107 |
| iasservices.org.uk | 2.2491 |
| tht.org.uk | 2.1427 |
| phrases.org.uk | 2.1355 |
| bhs.org.uk | 2.1207 |
| health.org.uk | 2.0128 |
| unicef.org.uk | 1.9361 |
| sqa.org.uk | 1.6564 |
| stonewall.org.uk | 1.6384 |
| alcoholics-anonymous.org.uk | 1.6217 |
| familylives.org.uk | 1.4285 |
| baaps.org.uk | 1.4248 |
| youthemployment.org.uk | 1.1505 |
| exchangerates.org.uk | 0.8707 |
| roh.org.uk | 0.0661 |
| blf.org.uk | 0 |
Top News Media Websites in Google Search
The table below shows the top 50 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.
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
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