Out of 35,679 websites that rank on Google's first page, the 100 that appear most often hold 37% of all top 10 spots. In real estate searches, those 100 websites hold 68.3%.
Analysis of 166,403 top 10 results from 20,000 Google searches · Google US search results, September 2026
Key Findings
- 1.The 100 websites that appear most often on Google's first page hold 37% of all top 10 results, out of 35,679 websites that rank.
- 2.The 10 websites that appear most often on Google's first page hold 17.1% of all top 10 results, about one spot in six.
- 3.YouTube is the website that appears most often on Google's first page, with 4,629 top 10 results, followed by Reddit (4,307) and Facebook (4,183).
- 4.The 100 biggest websites hold 68.3% of Google's top 10 results for real estate searches, against 20.1% for personal injury law searches.
- 5.The 100 biggest websites hold 41% of Google's second and third positions, more than their 34.2% share of first place.
Summary
A real estate agent wants her website to rank for "homes for sale" in her town. She searches and finds Zillow, Realtor.com, Redfin, Trulia and Homes.com filling most of page one. Her real competition is not the other agents in town. It is a handful of national websites that rank for the same search in every town in the country.
Every search result on page one is a spot a business could hold. When the same large websites hold the same spots across thousands of searches, there are fewer left for everyone else. Knowing how concentrated page one is, and how that changes by industry, tells a business whether its own website has a realistic shot or whether it should also compete on the big platforms.
Page one is heavily concentrated. Of 35,679 websites that rank in the top 10, the 100 most frequent hold 37% of all spots, and just 10 hold one spot in six. The biggest are platforms, not businesses: video, forums, social networks, review sites and encyclopedias. How much room is left depends heavily on the industry.
What we measured
On September 23, 2026 we searched 20,000 US keywords across 24 industries on Google (desktop) and kept every top 10 organic result, the ordinary listings below the ads: 166,403 results in all. We grouped results by website, counting subdomains such as en.wikipedia.org as part of wikipedia.org, which gave 35,679 different websites.
We ranked websites by how many top 10 results they held and measured the share held by the 10, 100 and 1,000 most frequent. "The 100 biggest websites" in this study means those 100 most frequent websites. We then split their share by industry and by ranking position.
A short list of giants holds page one
The concentration is steep. The 10 most frequent websites hold 17.1% of all top 10 results, the 100 most frequent hold 37%, and the 1,000 most frequent hold 58.4%. That leaves 41.6% of page one for all the other websites that rank, most of them businesses, publishers and specialist websites.
The giants are strongest just below the top. The 100 biggest websites hold about 41% of the second and third positions, but 34.2% of first place and 31.1% of tenth place. First place is where every other website has its best chance against the giants.
Platforms, not businesses, top the list
The ten most frequent websites are YouTube, Reddit, Facebook, Yelp, Wikipedia, Amazon, Zillow, Home Depot, Instagram and LinkedIn. Only a few sell anything directly, and none is a local service business. Government websites feature too: the IRS website, irs.gov, holds 1,006 top 10 results, and ca.gov also makes the top 25.
Source: Suff Digital analysis of 166,403 top 10 results from 20,000 Google searches · Google US search results, September 2026
For a small business, that means the real competition on page one is often not the business down the street. It is YouTube, Reddit, Facebook, Yelp and the big directories, websites that rank across every industry and every town.
Real estate and finance are the hardest to break into
The share held by the 100 biggest websites varies more than threefold by industry. In real estate searches they hold 68.3% of top 10 results, led by listing portals such as Zillow, Realtor.com, Trulia, Redfin and Homes.com. Mortgage (53.5%) and banking and loans (51.5%) follow.
Source: Suff Digital analysis of 166,403 top 10 results from 20,000 Google searches · Google US search results, September 2026
Personal injury law is the most open industry: the 100 biggest websites hold 20.1% of its top 10 results, leaving four spots in five to other websites. Dental (22.4%), higher education (24.1%) and software (26.2%) also leave most of page one to smaller or specialist websites, where a well-built business website has a real chance.
What this means for businesses
Look at who actually ranks for your keywords. If page one is mostly YouTube, Yelp and directories, compete on those platforms as well as on your own website: a complete Yelp profile, a few useful videos, accurate directory listings. If page one is mostly specialist websites, your own website has a real shot, and that is where to invest first.
Pick your battles by industry. A plumber or a personal injury firm faces far less big-website competition than a mortgage broker or a real estate agent. In the crowded industries, target specific local and long-tail searches, such as a neighborhood or a single service, where the national giants have no dedicated page.
Our affordable seo services start by mapping who holds page one for your keywords, so you spend where a small business can actually win.
Embed this research
Paste this on your site to embed the charts. It links back to the source automatically.
<iframe id="sd-top-100-domains-google-share" src="https://www.suffdigital.com/embed/data-studies/top-100-domains-google-share" width="100%" height="600" style="width:100%;border:1px solid #E5E7EB;border-radius:12px" loading="lazy" title="Just 100 Websites Hold 37% of Google's Top 10 Results - Suff Digital"></iframe>
<script>window.addEventListener("message",function(e){if(e&&e.data&&e.data.sdEmbed==="top-100-domains-google-share"&&e.data.height){var f=document.getElementById("sd-top-100-domains-google-share");if(f){f.style.height=e.data.height+"px";}}});</script>
<p style="font:14px/1.5 system-ui,sans-serif">Source: <a href="https://www.suffdigital.com/resources/data-studies/top-100-domains-google-share">Just 100 Websites Hold 37% of Google's Top 10 Results - Suff Digital</a></p>
Cite this study
Suff Digital. (2026). Just 100 Websites Hold 37% of Google's Top 10 Results. https://www.suffdigital.com/resources/data-studies/top-100-domains-google-share
Just 100 Websites Hold 37% of Google's Top 10 Results - Suff Digital - https://www.suffdigital.com/resources/data-studies/top-100-domains-google-share
Frequently asked questions
Related studies
- SEOReddit Ranks on Google's First Page for 49.8% of Software Searches vs 20.5% Overall
- SEOFeatured Snippets Appear on 0.1% of Google Desktop Searches vs 57.6% for AI Overviews
- SEOGoogle Shows a People Also Ask Box on 88% of Searches
- SEOGoogle's Discussions and Forums Box Appears on Only 3.4% of Searches