football website traffic header

Who are the top 10 UK Football Clubs in terms of organic website traffic ?

This report shows the top 10 UK football clubs with the most website traffic from organic search results; ie: from Google.

Organic clicks is just one indicator of the football club’s popularity.

134 senior men’s football teams

The data is taken from the clubs in the English Premiership, English Championship, League 1 and 2, Scottish Premiership, Scottish Championship and Scottish League 1 and 2.

I’ve omitted the Irish and Welsh leagues.

What is organic traffic and how is it calculated?

The Ahrefs’ Organic Traffic metric is an estimate of monthly organic search traffic coming to a target website or URL.

Organic traffic means clicks from the non paid results in Google and don’t include people typing www. followed by the team website address.

Ahrefs put every keyword into Google and check the position where that website/URL ranks for that keyword.

Then, based on the number of clicks (via clickstream data), they create the CTR (Click Through Rate) curve for every keyword separately. 

This CTR curve gives the CTR for the keyword based on the target website/URL’s position in the SERP. 

Finally, Ahrefs calculate the organic traffic of each keyword by multiplying the estimated search volume of the keyword and the unique CTR of the target website/URL’s position in the SERP. 

These traffic estimates will differ from those reported by Google Analytics.

But Ahrefs is the best organic traffic estimation tool available for marketers.

I don’t include estimations of total website traffic.

The data for total website traffic could have been sourced from but smaller clubs data would not be available.

top 10 uk football club website organic infographic

Top Pages and Top Countries

It’s also useful to examine the top pages each website gets traffic for.

This gives you a glimpse into what fans are looking for and the content the clubs produce.

The top countries analysis gives insight into how popular each club is internationally; have all these years playing pre season matches abroad paid off ?

About the top 10 football clubs.

All the clubs in the top 10 play in the top English league called the English Premiership.

With 2 exceptions.

Leeds United play in the second tier of English football; The Championship.

And Rangers from Glasgow play in the Scottish Premiership; the top Scottish league.

In addition to displaying the organic traffic to all 134 football teams I also analysed the top 10 pages of each club and the 3 most popular country visits from organic search.


Liverpool are the champions of Europe winning the UEFA Champions League in June 2019.

Their 6th victory in the tournament.

They also finished second in the English Premiership for the 2018/19 season.

Pipped by 1 point from Manchester City.

Owned by American owners they, like most top English clubs, benefit from huge TV income that has enabled them to expand their brand internationally.

Top Pages All Countries

  • Home
  • News
  • Thailand Home Page
  • Fixtures
  • Store
  • Arabic Home Page
  • Indonesia Home Page
  • League Table
  • Mohammed Salah
  • Thailand News

Top countries

liverpool fc website organic traffic by country

Manchester Utd

From the early 90s to the early part of 2010 Manchester United were the dominant force in English football.

However other clubs have knocked them off their perch; with help from foreign investors.

However they are one of the leading global football brands.

Top Pages All Countries

  • Home
  • Fixtures
  • Player Interview
  • TV Channel
  • France Home Page
  • Red Cafe
  • News
  • First Team Players
  • Spain Home Page
  • Tickets

Top countries

manchester united website organic traffic by country


As Jose Mourhino once said “Arsenal specialise in failure”.

They have played second fiddle to Man Utd, Chelsea and Man City over the past 2 decades.

In fairness they have won 11 domestic cup competitions and 2 English Premiership titles since 2000.

They have benefited from recruiting many well known and successful foreign players which has helped them internationally.

Top Pages All Countries

  • Home
  • Shop
  • News
  • Fixtures
  • Tickets
  • Squad
  • Results
  • Players
  • Table
  • Store Locations

Top countries

arsenal fc website organic traffic by country


Chelsea won the Europa League in 2018/19 and have won the English Premiership 3 times in the last 10 years. 

In 2011/12 they also won the UEFA Champions League; the pinnacle of European football.

Owned by a Russian billionaire Chelsea appear to be in a period of uncertainty over their player transfer ban.

Top Pages All Countries

  • Home
  • News
  • Fixtures
  • Player News
  • Tickets
  • Forum
  • Russia Home Page
  • Chat
  • Thailand Home Page
  • Squad

Top countries

Chelsea FC website organic traffic by country

Manchester City

Manchester City are the current English Premiership champions; a title they retained.

Owned by a United Arab Emirates company, they have invested significantly in top players for top dollar as well as retaining the best football coach in Europe.

Top Pages All Countries

  • Home
  • News
  • Fixtures
  • Indonesia Home Page
  • Tickets
  • France Home Page
  • Spain Home Page
  • Shop
  • Team News
  • TV

Top countries

Manchester City FC website organic traffic by country

Tottenham Hotspur

Another London club on the top 10 list.

Spurs lost the final of the UEFA Champions League to Liverpool in June 2019.

They have just invested in a new £1 billion stadium and finally started to investing in new players.

Top Pages All Countries

  • Home
  • Latest News
  • Tickets
  • Stadium
  • Stadium
  • Fixtures
  • News
  • Shop
  • Live Cam
  • Tickets

Top countries

Tottenham Hotspur FC website organic traffic by country

West Ham

The 4th London club in the top 10 list.

West Ham haven’t won any significant domestic or European trophy since 1980.

They are fierce rivals with Tottenham Hotspur and a few other London clubs.

London is a huge city as is West Ham’s fan base.

Hence why they are on this list.

Top Pages All Countries

  • Home
  • News
  • News
  • Tickets
  • Fixtures
  • News
  • Squad
  • Chicharito
  • Tickets
  • News

Top countries

West Ham United FC website organic traffic by country


Everton are based in Liverpool and fierce rivals to Liverpool football club.

I’m surprised they made the top 10 list as they are another English club that have achieved nothing of note since 1995.

Top Pages All Countries

  • Home
  • News
  • Fixtures
  • Membership
  • Tickets
  • Radio
  • Jordan Pickford
  • Seamus Coleman
  • TV
  • Squad

Top countries

Everton FC website organic traffic by country


The only Scottish team in the top list is Rangers from Glasgow.

Rangers are the most successful football club in the world having won their league 54 times and won 115 domestic and European trophies.

To put things Scottish football in perspective with English football;

The total TV money given to all Scottish teams in 5 years is the same as one club in the English Premiership gets in one years.

Rangers have benefited from significant digital content production and having an England football legend as their manager.

Top Pages All Countries

  • Home
  • News
  • TV
  • Tickets
  • News
  • TV FAQs
  • Old Games on TV
  • Ticket Office
  • Fixtures
  • Ticket FAQs

Top countries

Glasgow Rangers FC website organic traffic by country


Leeds United are the only English second division team on this list.

Once a top league team in the early 2000’s they have had financial problems and numerous changes of ownership.

But Leeds are a one city team with a deep seated place in English football history having won the top English league 3 times and 2 Inter-Cities Fairs Cup; which became the UEFA Cup.

Top Pages All Countries

  • Home
  • News
  • Tickets
  • Fixtures
  • Rumours
  • News
  • TV
  • Shop
  • Live Stream
  • News

Top countries

Leed United FC website organic traffic by country

Organic traffic to all 134 football clubs

You can use the column headers to sort this table; for example to see organic traffic in descending order click that header twice.

TeamLeagueOrganic Traffic
Aston VillaEPL186763
Crystal PalaceEPL108980
Man CityEPL785551
Man UtdEPL1955905
Sheff UtdEPL87703
West HamEPL442602
Bristol CityChampionship78201
Nottm ForestChampionship96806
Sheff WedChampionship100597
West BromChampionship87597
WimbledonLeague 133967
AccringtonLeague 115873
BlackpoolLeague 128726
BoltonLeague 154118
Bristol RoversLeague 126014
BurtonLeague 116865
BuryLeague 116485
CoventryLeague 143033
DoncasterLeague 128746
FleetwoodLeague 116282
GillinghamLeague 130386
IpswichLeague 140807
Lincoln CityLeague 129479
MK DonsLeague 128490
Oxford UtdLeague 126322
PeterboroughLeague 119623
PortsmouthLeague 166555
RochdaleLeague 127159
RotherhamLeague 126455
ShrewsburyLeague 121185
SouthendLeague 119864
SunderlandLeague 1106792
TranmereLeague 148110
WycombeLeague 119427
BradfordLeague 238083
CambridgeLeague 211902
CarlisleLeague 217711
CheltenhamLeague 211004
ColchesterLeague 213292
CrawleyLeague 28774
CreweLeague 219860
ExeterLeague 223887
Forest GreenLeague 218146
GrimsbyLeague 227628
Leyton OrientLeague 226148
MacclesfieldLeague 217932
MansfieldLeague 228856
MorecambeLeague 29716
NewportLeague 220800
NorthamptonLeague 223942
OldhamLeague 231730
PlymouthLeague 272513
Port ValeLeague 218567
SalfordLeague 224532
ScunthorpeLeague 216491
StevenageLeague 29701
SwindonLeague 215110
WalsallLeague 218635
AberdeenScottish Premiership57066
CelticScottish Premiership170822
HamiltonScottish Premiership5353
HeartsScottish Premiership60811
HibernianScottish Premiership42377
KilmarnockScottish Premiership11321
LivingstonScottish Premiership7067
MotherwellScottish Premiership12984
RangersScottish Premiership363164
Ross CountyScottish Premiership7824
St JohnstoneScottish Premiership11297
St MirrenScottish Premiership15629
AlloaScottish Championship3352
ArbroathScottish Championship4684
AyrScottish Championship8003
DundeeScottish Championship25067
Dundee UtdScottish Championship26877
DunfermlineScottish Championship14308
Inverness CTScottish Championship5341
MortonScottish Championship9647
Partick ThistleScottish Championship16223
Queen of SthScottish Championship5114
AirdrieoniansScottish League 12071
ClydeScottish League 19993
DumbartonScottish League 13517
East FifeScottish League 12048
FalkirkScottish League 113387
ForfarScottish League 11776
MontroseScottish League 12408
PeterheadScottish League 11892
Raith RoversScottish League 111380
StranraerScottish League 12287
Albion RoversScottish League 21502
Annan AthleticScottish League 21739
BrechinScottish League 21805
Cove RangersScottish League 22358
CowdenbeathScottish League 22366
Edinburgh CityScottish League 22866
ElginScottish League 21143
Queen's ParkScottish League 23366
StenhousemuirScottish League 22358
Stirling AlbionScottish League 22194


top 10 UK football clubs organic traffic by country comparison infographic

The likes of Liverpool, Man Utd, Chelsea and Man City cater to their international markets with sub domains for different languages.

You’d expect fans to look for team players but only Liverpool, West Ham and Everton has individual players in their top 10 pages.

You can see the impact Mohammed Salah has had recently.

TV is popular with Man Utd, Man City, Everton, Leeds and Rangers; and interesting to note that Rangers leverage old TV games.

I’m not sure how this information could help a smaller or regional football club who most likely won’t have an international following or TV channel investment.

Only the football clubs themselves will know exactly the traffic they get from Google.

Ahrefs as a data source simply provides best estimates.

I analysed the English and Scottish Premiership organic traffic in 2016 and their monthly traffic is down considerably.

Biggest threat to football club websites

Look at what you see when you search for Liverpool FC.

Google now display the latest scores, previous scores and news headlines in the search results when searching a team.

So the need to click to the club website has reduced; the zero clicks effect.

Domain authority

Not covered in the analysis is domain authority; the strength of their website backlinks.

This is massively under utilised by the football clubs who could leverage their strength to rank for more commercial services.

Football clubs aren’t like normal businesses and any way to exploit commercial opportunities they need to grasp.

ps: final note: these are estimates of organic traffic and Ahrefs can’t possibility track every search and clicks.

Over the past 5 years I’ve found they underestimate traffic and clicks; which is great from a research perspective as you undersell and overdeliver when it comes client opportunities.