72.7% of Google's #1 Results Don't Have the Search Keyword in Their Web Address

    72.7% of the pages ranking first on Google do not contain every word of the search in their web address, and 85.3% do not use the keyword as a clean URL slug. The top result is no more likely to have it than the results at positions 2 to 6.

    All keyword words in the web address by position
    1
    27.3%
    2
    27.2%
    3
    27.7%
    4
    27.6%
    5
    27.3%
    6
    27.3%
    7
    26%
    8
    22.1%
    9
    21.1%
    10
    23.2%

    Source: Suff Digital analysis of 166,403 top 10 results from 20,000 Google searches · Google US search results, September 2026

    All keyword words in the web address by first-place results by keyword group
    Two-word keywords
    53.5%
    Three-word keywords
    29.9%
    Four-word keywords
    16.4%
    Five or more words
    7.2%
    Informational intent
    37%
    Navigational intent
    31.9%
    Commercial intent
    26.3%
    Transactional intent
    21.6%

    Source: Suff Digital analysis of 166,403 top 10 results from 20,000 Google searches · Google US search results, September 2026

    Source: 72.7% of Google's #1 Results Don't Have the Search Keyword in Their Web Address - Suff Digital