Top 100: The Most Visited Websites in the US
[2020 Top Websites Edition]
Discover the most visited websites in the world’s top economy, as the US sets the global trend when it comes to the top sites by traffic received.
Top Websites in the US by Traffic [December 2020]
Based on data from the Semrush Traffic Analytics tool, this page reveals the top 100 most visited websites in the US, as well as uncovering the top players across various industries.
We will be updating this post on a monthly basis, so you can keep track of all the market shifts and spot changes in user interest.
United States, December 2020
Avg. visit duration
*Some websites featured in the list above may contain adult content, please use caution when visiting unknown sites.
General Trends Across the Most Popular US Websites by Traffic
With November’s traffic to the top 100 most visited sites in the US down by 1.3%, the December numbers slightly bounced back, rising by +0.7% on the previous month.
Given that the top 100 list features some of the most prominent online shopping platforms, and December is traditionally the hottest month for online shoppers, this slight traffic increase is not looking very promising.
Fatigue would be the word to use to describe December traffic trends in the US:
- •As mentioned in our Black Friday study, our monthly US traffic analysis only proves our assumptions about overall consumer fatigue, with brands and large retail platforms offering deals and discounts all year round to survive the ongoing pandemic. Thus, it’s harder now to catch people’s attention with just another holiday offer.
- •Pandemic fatigue is also noticeable when looking at declining visitor numbers to sites like nih.com (National Institute of Health, -10%) and many media and news platforms, whose average monthly traffic plummeted by around 7%.
With Google as the absolute traffic leader (as usual), eBay pushed Instagram out of its top 10 spot, victoriously breaking back into December’s top 10 most popular US websites list.
Apart from the tech giants like Facebook, Amazon, and Twitter that we’d expect to see among the top 10, the only other sites that attract comparable traffic numbers have to do with adult content. However, as we’d expect, with the holiday season’s arrival, these sites’ visitor counts are down.
The biggest traffic winners in December are USPS and FedEx, which saw a dramatic traffic increase of around 20%, thanks to the holiday-inspired gifts surge. The biggest US December traffic loser is Instructure, a learning management platform that lost over 35% of its online footfall.
It’s Not Just About the Traffic
Although observing position changes through traffic volume can help to analyze global trendsand benchmark your performance against the competition, Semrush’s Traffic Analytics reports also include important metrics to keep watch on:
- •Mobile vs. desktop traffic share shows which devices people use to enter a site page. When doing competitive benchmarking, this metric can help to determine whether you need to implement certain steps (e.g. ensure further mobile optimization or come up with additional desktop traffic generation tactics) to strengthen your traffic acquisition strategy to stay in the game.
- •Number of pages per visit, average visit duration, and bounce rate reflect the quality of site content. If you spot that your competitor’s website shows better performance, it flags that you have to work on your SEO and content strategy, comparing the structure, content, and design of your site pages against theirs.
Discover traffic metrics of any site with Traffic Analytics
Insights on the Most Common Sites in the US by Industry
To spot more granular market patterns and provide more useful insights, we decided to show the leading US websites in terms of the traffic volume by different industries: Education, Fashion, Travel, Retail, Teamwork, Social Networks, Media, Food Delivery, and Streaming Services.
United States, December 2020
The Most Visited Websites - US, Education Category
If at the very beginning of the pandemic, education platforms were showing impressive traffic spikes, this “student” boom has ended, with the overall traffic trend now in negative figures.
The average traffic loss across the top 10 most visited education sites in December was at 10%, with only Udemy, Duolingo, and Coursera managing to counter this downward trend and grow their visitor numbers.
The Most Visited Websites – US, Education Category
The Most Visited Websites – US, Fashion Category
The Most Visited Websites – US, Travel Category
The Most Visited Websites – US, Teamwork Category
The Most Visited Websites – US, Retail Category
The Most Visited Websites – US, Streaming Services Category
The Most Visited Websites – US, Social Networks Category
The Most Visited Websites – US, Food Delivery Category
The Most Visited Websites – US, Media Category
Uncover Your Industry’s Competitive Landscape
Although big traffic trends are certainly interesting to look at, it is your particular industry that you’ll want to explore at the end of the day.
You might be an owner of a local news site or a local food chain, but it’s unlikely that you’ll be competing against the NYT or Walmart. If you want to win the digital race in your particular niche, you have to establish which businesses and sites you are competing against online.
The Semrush Market Explorertool’s Growth Quadrant is designed to help businesses understand which sites they should watch out for to maintain a competitive edge. The widget provides an instant overview of your competitive landscape.
As you can see, the quadrant is divided into 4 sections: Established Players, Niche Players, Game Changers, and Leaders.
Game Changers are those sites that managed to increase their traffic in a short period of time but still lack volume.
If you are a Game Changer, keep going, but don’t forget to look up to the Leaders and explore their traffic strategies. If you find your competitors within this zone, it might imply that they have recently adopted an efficient new promotional strategy, or you have successful newcomers to this particular market. If you see a lot of companies here, it means that consumer demand is increasing - or at least ongoing - and it might be a dynamically developing niche.
Getting into the Leaders section means you are using awesome traffic strategies that are expanding your loyal audience in the shortest periods of time. The occurrence of multiple leaders within one field could imply tough competition, so you need to prepare thoroughly before entering it. If you are not a Leader yet, don’t lose hope - try to analyze the Leaders’ strategies. Semrush Traffic Analytics can provide you with actionable insights into their traffic sources, geographical distribution, top pages, and other useful metrics so that you learn and implement industry best practices!
If you are a Niche Player, you might want to look up to the Game Changers to dissect their marketing tactics. Ending up here doesn't always mean one is a complete newbie to the market; well-known companies can sometimes lose their market positions, so always stay aware of your standing!
Established Players are companies that have grown a large loyal audience but stopped expanding at some point. If this is you, check out the Game Changers’ strategies; these guys are dynamic and fast, and you don’t want them to take over one day. Learn from Leaders and diversify your traffic sources to keep growing! If the Growth Quadrant features many established players, think twice before entering the market. Research and double-check market performance metrics, and remember that your offer must be truly unique to win customers here.