Top 100: The Most Visited Websites in the US
[2021 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 2021]
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.
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
December’s top 100 most visited US websites list showed an impressive 8% traffic surge compared to November’s traffic numbers. Traffic growth wise, 77% of websites were in the positive territory, with only 23 websites losing some visitor numbers.
With Google as the absolute traffic leader (as usual), even the biggest search engine saw a significant 11% increase in visitors. After tracking the US top 100 for over a year, the only time we saw a comparable audience spike was in August 2021.
Regarding the top 10 most visited US sites, nine of them witnessed some substantial audience gains, with Facebook (+12%) leading the way. Wikipedia (-1%) was the only domain within the top-tenners that saw its audience numbers go down. With the continuation of November’s shopping bonanza, Walmart managed to maintain its previously gained spot within the top 10, while Bing remained out.
If we look at sites that witnessed the biggest growth, we can immediately spot the arrival of December — a month filled with gifts surge, delivery craze, and...high advertising activity.
It’s actually advertising platforms that saw the most impressive traffic gains. The only two sites that had a 100%+ visitor increase — a spike that won them a spot among the top 100 — were Criteo and Jivox. These platforms help digital advertisers make sure their ads reach the target audience. Good old Outbrain also saw a notable +38% traffic increase. And this is not surprising — in the digital marketing world, December equals shopping.
But of course, no shopping comes without delivery. So web surfers jumped to the likes of UPS (+30%) and FedEx (+27%). This gift/shopping-related traffic spike resulted in another newcomer to our top 100 — Narvar (+44%), a post-purchase platform for ecommerce.
We saw one of our Digital Marketing Trends predictions for 2022 come true in December — December’s top 100 list only proves how digital accessibility will become a mainstay in years to come. With a 74% growth in visitors, Usablenet — a platform that helps to enable digital accessibility — has entered our most popular US sites list for the first time to date.
Yet not every site managed to capitalize on December’s traffic splash. As we’ve been seeing for months, work/education-related software sites like Instructure (-30%), Zoom (-18%) and Quizlet (-22%) keep losing audience numbers.
Curiously, Wayfair also saw a notable 10% traffic drop despite a typically active December. This decline eliminated the site from top 100.
It’s Not Just About the Traffic
Although observing position changes through traffic volume can help to analyze global trends and 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 and 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's a sign that you have to work on your SEO and content strategy, comparing the structure, content, and design of your site pages against theirs.
Insights on the Most Popular 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 traffic volume by different industries: Education, Fashion, Travel, Retail, Teamwork, Social Networks, Media, Food Delivery, and Streaming Services.
The Most Visited Websites - US, Education Category
Like October and November, December continued to break months-long positive traffic patterns among the most visited US sites within the Education sector. In fact, with a 10% average traffic drop, this was the slowest-growing category across the board.
With the academic season going for a winter break, e-learning platforms like Instructure (-30%) and Blackboard (-23.5%) witnessed incredible drops.
With 70% of the most visited US sites within the Education sector losing their audience numbers, the only sites that managed to show some growth were Udemy (+8%), Duolingo (+3%), and EdX (+2%).
In fact, an influx of students to the latter platform and an incredible drop in visits to the ex-top-tenner BrainPop (-27%) helped EdX get back into the top 10.
The Most Visited Websites – US,Education Category
The Most Visited Websites – US,Retail Category
The Most Visited Websites – US,Travel Category
The Most Visited Websites – US,Fashion Category
The Most Visited Websites – US,Teamwork Category
The Most Visited Websites – US,Media Category
The Most Visited Websites – US,Food Delivery Category
The Most Visited Websites – US,Social Networks Category
The Most Visited Websites – US,Streaming Services Category