Where the search traffic went, by industry.
Median change in Ahrefs estimated organic search traffic, Oct 2024 to Oct 2026. Each site is tagged with one industry. Publishers are sites whose core business is content people read.
All three markets
Government and public services10 sites
−26%
News and media36 sites
−25%
Travel and local20 sites
−23%
Sport18 sites
−20%
Reference and knowledge14 sites
−19%
Finance and insurance13 sites
−17%
Health and medical18 sites
−16%
Retail and ecommerce50 sites
−15%
Entertainment and streaming19 sites
−15%
Jobs and careers5 sites
−14%
Marketplaces and classifieds27 sites
−13%
Education4 sites
−13%
Technology and software12 sites
−10%
Telcos, utilities and transport11 sites
−9%
Social and video platforms23 sites
+30%
Australia
Government and public services6 sites
−26%
Retail and ecommerce18 sites
−18%
Health and medical6 sites
−16%
Telcos, utilities and transport2 sites
−8%
Travel and local9 sites
−7%
Finance and insurance7 sites
−7%
News and media9 sites
−6%
Reference and knowledge4 sites
−3%
Entertainment and streaming6 sites
−2%
Marketplaces and classifieds9 sites
+10%
Technology and software4 sites
+15%
Sport5 sites
+16%
Social and video platforms7 sites
+29%
United States
Sport7 sites
−47%
News and media14 sites
−39%
Finance and insurance2 sites
−26%
Health and medical7 sites
−23%
Marketplaces and classifieds10 sites
−19%
Reference and knowledge7 sites
−18%
Travel and local5 sites
−18%
Entertainment and streaming8 sites
−17%
Education4 sites
−13%
Jobs and careers3 sites
−8%
Retail and ecommerce10 sites
−3%
Telcos, utilities and transport4 sites
+2%
Technology and software4 sites
+15%
Social and video platforms9 sites
+50%
United Kingdom
Travel and local6 sites
−34%
Telcos, utilities and transport5 sites
−29%
Reference and knowledge3 sites
−22%
Entertainment and streaming5 sites
−18%
News and media13 sites
−18%
Technology and software4 sites
−15%
Retail and ecommerce22 sites
−15%
Sport6 sites
−12%
Health and medical5 sites
−12%
Finance and insurance4 sites
−11%
Government and public services3 sites
−10%
Marketplaces and classifieds8 sites
−3%
Social and video platforms7 sites
+30%
Every site and its tag
Government and public services (10)
- bom.gov.au AU−59%
- www.gov.uk UK−43%
- ca.gov US−35%
- my.gov.au AU−35%
- ato.gov.au AU−31%
- nsw.gov.au AU−22%
- metoffice.gov.uk UK−10%
- business.gov.au AU−0%
- service.gov.uk UK+80%
- ppsr.gov.au AU+333%
News and media (36)
- nytimes.com AU−82%
- usatoday.com US−69%
- allrecipes.com US−61%
- independent.co.uk UK−55%
- cnn.com US−54%
- bbcgoodfood.com UK−51%
- people.com US−47%
- nytimes.com US−46%
- taste.com.au AU−45%
- bbc.com AU−41%
- cbsnews.com US−41%
- weather.com US−41%
- news.com.au AU−37%
- usnews.com US−37%
- mirror.co.uk UK−36%
- bbc.com US−34%
- nytimes.com UK−32%
- theguardian.com UK−27%
- accuweather.com UK−23%
- foxnews.com US−22%
- thesun.co.uk UK−18%
- yahoo.com UK−11%
- recipetineats.com AU−6%
- telegraph.co.uk UK−5%
- accuweather.com US−2%
- bbc.co.uk UK−1%
- yahoo.com US+3%
- msn.com US+4%
- express.co.uk UK+6%
- abc.net.au AU+9%
- manchestereveningnews.co.uk UK+17%
- bbc.com UK+19%
- theguardian.com AU+20%
- mashable.com US+105%
- nine.com.au AU+121%
- yahoo.com AU+121%
Travel and local (20)
- booking.com AU−46%
- easyjet.com UK−46%
- skyscanner.net UK−43%
- booking.com UK−43%
- tripadvisor.com.au AU−41%
- tripadvisor.com US−35%
- expedia.com US−33%
- flightaware.com AU−29%
- yelp.com AU−28%
- tui.co.uk UK−25%
- tripadvisor.co.uk UK−21%
- mapquest.com US−18%
- thetrainline.com UK−11%
- qantas.com AU−7%
- yelp.com US−5%
- skyscanner.com.au AU−1%
- doordash.com US+2%
- virginaustralia.com AU+6%
- flightcentre.com.au AU+25%
- ubereats.com AU+90%
Sport (19)
- mlb.com US−65%
- nfl.com US−63%
- cbssports.com US−52%
- foxsports.com US−47%
- espn.com US−43%
- nrl.com AU−29%
- afl.com.au AU−28%
- sportinglife.com UK−28%
- skysports.com UK−26%
- flashscore.co.uk UK−15%
- premierleague.com UK−9%
- baseball-reference.com US−6%
- espn.com.au AU+16%
- foxsports.com.au AU+41%
- espn.co.uk UK+76%
- fifa.com US+277%
- livescore.com UK+286%
- fifa.com AU+453%
- fifa.com UKn/a
Reference and knowledge (14)
Finance and insurance (13)
Health and medical (18)
- webmd.com US−78%
- healthline.com US−62%
- healthline.com AU−57%
- mayoclinic.org UK−43%
- mayoclinic.org AU−31%
- mayoclinic.org US−29%
- cdc.gov US−23%
- www.nhs.uk UK−21%
- hotdoc.com.au AU−18%
- healthdirect.gov.au AU−14%
- clevelandclinic.org UK−12%
- nih.gov AU−11%
- clevelandclinic.org US−10%
- nice.org.uk UK−8%
- nih.gov UK−7%
- nih.gov US−6%
- clevelandclinic.org AU+7%
- goodrx.com US+27%
Retail and ecommerce (50)
- nike.com US−44%
- myer.com.au AU−43%
- nike.com UK−43%
- coles.com.au AU−38%
- amazon.com US−34%
- amazon.com AU−31%
- ikea.com AU−31%
- jdsports.co.uk UK−31%
- boots.com UK−30%
- dunelm.com UK−30%
- officeworks.com.au AU−29%
- amazon.co.uk UK−27%
- target.com.au AU−24%
- diy.com UK−23%
- homedepot.com US−22%
- sainsburys.co.uk UK−22%
- jbhifi.com.au AU−22%
- bigw.com.au AU−20%
- asda.com UK−19%
- westfield.com.au AU−18%
- kmart.com.au AU−18%
- asos.com UK−17%
- amazon.com.au AU−17%
- tesco.com UK−17%
- bunnings.com.au AU−15%
- screwfix.com UK−15%
- ikea.com UK−15%
- walmart.com US−15%
- currys.co.uk UK−15%
- sportsdirect.com UK−15%
- argos.co.uk UK−14%
- smythstoys.com UK−11%
- theiconic.com.au AU−9%
- halfords.com UK−9%
- supercheapauto.com.au AU−8%
- target.com US−6%
- harveynorman.com.au AU−6%
- davidjones.com AU−3%
- marksandspencer.com UK−1%
- johnlewis.com UK−0%
- cvs.com US−0%
- therange.co.uk UK+1%
- bestbuy.com US+5%
- costco.com US+11%
- walgreens.com US+12%
- next.co.uk UK+13%
- woolworths.com.au AU+14%
- chemistwarehouse.com.au AU+15%
- lowes.com US+17%
- very.co.uk UK+46%
Entertainment and streaming (19)
- coolmathgames.com US−53%
- imdb.com UK−51%
- fandom.com AU−45%
- imdb.com US−43%
- fandom.com UK−43%
- imdb.com AU−41%
- fandom.com US−33%
- rottentomatoes.com US−21%
- netflix.com UK−18%
- netflix.com AU−15%
- netflix.com US−13%
- roblox.com UK−2%
- primevideo.com AU+12%
- roblox.com AU+16%
- roblox.com US+18%
- spotify.com AU+39%
- spotify.com UK+64%
- spotify.com US+288%
- primevideo.com US+341%
Jobs and careers (6)
- indeed.com UK−25%
- indeed.com US−17%
- indeed.com AU−14%
- ziprecruiter.com US−8%
- glassdoor.com US+109%
- seek.com AUn/a
Other (5)
Marketplaces and classifieds (27)
- etsy.com US−62%
- etsy.com UK−54%
- gumtree.com.au AU−49%
- etsy.com AU−41%
- carfax.com US−36%
- locanto.com.au AU−36%
- edmunds.com US−30%
- ebay.com.au AU−29%
- kbb.com US−26%
- vivastreet.co.uk UK−21%
- realtor.com US−20%
- ebay.com US−18%
- zoopla.co.uk UK−16%
- rightmove.co.uk UK−13%
- zillow.com US+1%
- autotrader.co.uk UK+6%
- productreview.com.au AU+10%
- autotrader.com US+19%
- realestate.com.au AU+21%
- localsearch.com.au AU+40%
- ebay.co.uk UK+41%
- carsales.com.au AU+43%
- cargurus.com US+90%
- vinted.co.uk UK+102%
- trustpilot.com UK+150%
- trustpilot.com AU+211%
- trustpilot.com US+287%
Education (5)
- kahoot.com US−86%
- quizlet.com US−28%
- clever.com US+3%
- harvard.edu US+51%
- ucmerced.edu USn/a
Technology and software (21)
- microsoft.com UK−25%
- canva.com UK−20%
- microsoft.com AU−20%
- adobe.com US−19%
- microsoft.com US−19%
- adobe.com AU−11%
- adobe.com UK−10%
- apple.com AU+40%
- canva.com US+48%
- apple.com UK+53%
- office.com AU+89%
- apple.com US+114%
- google.com AUn/a
- chatgpt.com AUn/a
- openai.com AUn/a
- google.com UKn/a
- chatgpt.com UKn/a
- openai.com UKn/a
- google.com USn/a
- chatgpt.com USn/a
- openai.com USn/a
Telcos, utilities and transport (11)
- royalmail.com UK−46%
- bt.com UK−43%
- tfl.gov.uk UK−29%
- sky.com UK−16%
- telstra.com.au AU−15%
- t-mobile.com US−9%
- auspost.com.au AU−1%
- xfinity.com US+2%
- att.com US+2%
- fedex.com US+4%
- nationalrail.co.uk UK+11%
Social and video platforms (26)
- tiktok.com AU−21%
- pinterest.com AU−7%
- instagram.com AU−5%
- instagram.com UK−5%
- tiktok.com UK−2%
- tiktok.com US+3%
- pinterest.com US+6%
- instagram.com US+10%
- pinterest.com UK+27%
- youtube.com AU+29%
- linkedin.com UK+30%
- linkedin.com AU+30%
- discord.com US+42%
- medium.com US+50%
- youtube.com UK+63%
- linkedin.com US+66%
- facebook.com AU+67%
- youtube.com US+70%
- reddit.com US+72%
- reddit.com AU+83%
- facebook.com UK+111%
- reddit.com UK+120%
- facebook.com US+151%
- x.com AUn/a
- x.com UKn/a
- x.com USn/a