---
title: "Ranking Page Swaps: Same Site at #1, Different Page 18% of the Time - PageSpeed Matters"
url: https://www.pagespeedmatters.com/resources/data-studies/ranking-page-swaps
description: "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."
lang: en
---

Ranking Page Swaps: Same Site at #1, Different Page 18% of the Time (https://www.pagespeedmatters.com/resources/data-studies/ranking-page-swaps)

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

Shopping 23.5%

Services and finance 16.6%

B2B software and marketing 14%

Information and hobbies 10.3%

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 (https://www.pagespeedmatters.com/resources/data-studies/ranking-page-swaps)