Ranking Page Swaps: Same Site at #1, Different Page 18% of the Time

    Of 865 keywords where the same site held #1 in every snapshot from Oct 2025 to Sept 2026, 18.0% saw Google switch which page from that site ranked #1 at least once.

    Same site at #1 all year: share where Google swapped the page
    Shopping23.5%
    Services and finance16.6%
    B2B software and marketing14%
    Information and hobbies10.3%

    Source: PageSpeed Matters. Historical Google US results, Oct 2025 to Sept 2026.

    Snapshots are roughly every two months, so short-lived swaps are missed.

    Source: Ranking Page Swaps: Same Site at #1, Different Page 18% of the Time - PageSpeed Matters