Looking for a list of the most popular websites in the US (and Worldwide) in 2020?

We pulled the top 100 most visited sites by organic traffic (Google only) in the US and Worldwide.

We then used Site Explorer and Keywords Explorer—our competitive analysis and keyword research tools—to delve deeper into why some of those websites are popular and where their traffic comes from.

Let’s kick things off with our US data.

Top 100 most visited websites in the US (as of 2019)

Unsurprisingly, this list is dominated by big websites that many of us know and love.

YouTube is the most visited website on our list, with more than 1.7 billion estimated monthly visits from organic search. Considering that the US population is ~329 million, this means that each person in the US clicks on a YouTube result 5.19 times per month, on average.

It’s a similar story for Wikipedia. On average, every person in the US clicks a Wikipedia result 3.74 times per month.

Sidenote.
Just to be clear, those numbers are averages. We’re not saying that every person in the US clicks on the same number of YouTube and Wikipedia search results every month. Some people click on many search results, whereas others will click on few or none.

Facebook is next on the list, with over 616.4 million estimated organic monthly visits.

Interestingly, roughly 22% of those 616+ million visits come from a single search query, “Facebook,” for which there are 233 million monthly searches in the US.

traffic from facebook

The keyword “Facebook” also has a high Return Rate (RR), meaning that most who perform this search tend to do so multiple times per month.

Why does this happen? Most likely because searching for “Facebook” and clicking on the first result is easier and quicker than typing the entire URL (www.facebook.com) into the address bar. Also, you only have to type “f” into Google for it to suggest “Facebook” as a search term…

facebook autosuggest

… which makes navigation via Google even quicker.

Next up, we have twitter.com and amazon.com with ~573.4 million and 534 million monthly organic visits respectively.

Hardly surprising; I think pretty much anyone could have guessed that YouTube, Facebook, Wikipedia, Twitter, and Amazon would be the most visited sites in the US.

So here are a couple of interesting observations from the rest of the top 100:

Google

Google.com is in 14th place with 94.7 million monthly organic visits from the US. Believe it or not, 7.2% of this traffic comes from people Googling “Google.”

google traffic

But perhaps more interestingly, 29% of Google’s organic traffic goes to various Google Flights pages.

27.8 million organic visits to google.com/flights/* pages—roughly 29% of all organic traffic to google.com.

This is no doubt thanks to the Google Flights search box that appears at the top of the results for hundreds of thousands of flight-related searches.

For example, Google gets 1.9 million monthly visits from the keyword, “United Airlines…”

… which shows a search box like this in the results:

It’s a similar story for Google’s destination travel guides like this one for Walt Disney World Resort in Florida.

In fact, Google shows a “Top things to do in [place]” box in the regular web search results for over 400,000 destination-related searches. From that, they get a staggering 30+ million monthly organic visits in the US to their destination pages.

That accounts for ~32% of all organic traffic to Google.com!

So ~68% of all organic traffic to Google.com comes from a combination of people searching for “Google,” Google’s flight search boxes, and destination guide links in the search results.

Craigslist

Craigslist is one of the ugliest sites on the internet—I don’t think anyone would disagree.

Yet it still gets more organic traffic than Walmart, Apple, Netflix, and many other big names.

How? Almost all of this traffic comes from branded searches. In other words, millions of people are searching for things like “Craigslist” and “Craigslist Chicago” every month.

Interestingly, Craigslist’s popularity is pretty much confined to the US, where it gets 94.4% of its traffic.

Which got me wondering: how many of the top 100 websites in the US are only popular in the US?

So, here are all the sites from the top 100 that get 95%+ of their search traffic from the US and, therefore, aren’t so popular in the rest of the world:

  • chase.com
  • xfinity.com
  • macys.com
  • bankofamerica.com
  • ufl.edu
  • zillow.com
  • irs.gov
  • apartments.com
  • npr.org
  • wellsfargo.com
  • ca.gov
  • realtor.com
  • lowes.com
  • mapquest.com
  • cbssports.com
  • nfl.com
  • wayfair.com
  • walmart.com
  • groupon.com
  • expedia.com

Top 100 most visited websites in the world (as of 2019)

The first thing we notice about the Worldwide data is that the top 5 most popular sites are the same as in the US: YouTube, Facebook, Wikipedia, Twitter, and Amazon.

YouTube is the most visited website by far, with 8.64 billion search visits per month.

That means there are more clicks on YouTube search results every month than there are people in the world—a truly mind-blowing statistic.

Most of the other sites on the list are recognizable brands to those of us English speakers, but a few aren’t.

For example, the 12th most visited website in the world—by organic traffic, at least—is vk.com. It looks like this is a popular Russian social network popular amongst Russians, Ukrainians, Kazhaks, Belarusians, and Turks.

I signed up to see which it was like, and it looked uncannily similar to Facebook at first glance.

Another example is the 29th most visited website in the world: uol.com.br. According to Wikipedia, “UOL is the world’s largest Portuguese speaking portal, which is organized in 42 thematic stations with more than 1,000 news sources and 7 million pages.”

That probably explains why almost all (98.2%) of its organic traffic comes from Brazil.

This site is actually more popular in Brazil than Craigslist is in the US!

Speaking of Craigslist, this site also makes the top 100 Worldwide websites, despite almost none of its traffic coming from outside the US. This just goes to show how popular Craigslist is in the US—it gets more organic search traffic from one country than most websites do from all other countries combined.

See how many organic visits any website gets

Are you curious as to how much organic traffic a particular site receives each month?

Head over to Ahrefs’ Site Explorer and paste in the domain. You’ll see the estimated monthly organic traffic to that website, the number of keywords it ranks for in organic search, and some other key SEO metrics.