ft.com
Financial Times
Global Rank
#1629
United Kingdom Rank
#174
Category Rank
#2
finance
Engagement Metrics
Monthly Visits
39.63M
Bounce Rate
49.77%
Pages/Visit
2.41
Time on Site
2m 41s
Traffic Breakdown
Traffic Graph
Traffic last 3 months
Traffic Breakdown
February 2025
38.58M
March 2025
40.63M
April 2025
39.63M
Average Monthly Traffic
39.61M
🌍 Top 5 Countries
-
United Kingdom
35.21%
-
United States
25.03%
-
Canada
2.81%
-
Netherlands
2.47%
-
France
2.23%
- Others 32.25%
🚦 Traffic Sources
- Direct 63.50%
- Search 28.40%
- Referrals 5.55%
- Social 2.18%
- Paid Referrals 0.29%
- Mail 0.07%
🔑 Top Keywords
| Keyword | Estimated Value | Search Volume | CPC ($) |
|---|---|---|---|
| financial times | 411.54K | 463.88K | $1.70 |
| ft | 115.70K | 318.60K | $1.32 |
| trump | 83.31K | 27.60M | N/A |
| news | 37.06K | 27.87M | $0.94 |
| china | 27.97K | 3.27M | $0.73 |
Website Summary
Website Overview and Rankings
ft.com has established itself as a significant player in the finance category, achieving notable rankings across different metrics. The website currently holds the #1629 position globally, demonstrating its substantial worldwide presence. Within United Kingdom, it ranks #174, indicating strong regional performance. In its specific industry category, the site maintains a competitive position at #2.
These rankings reflect the website's overall market position and competitive standing, suggesting a well-established online presence with significant reach across both global and local audiences. The multi-tiered ranking system provides a comprehensive view of the site's performance across different geographic and industry-specific metrics.
User Engagement Analysis
The website demonstrates robust user engagement metrics, attracting approximately 39.63M visitors monthly. Visitor behavior analysis reveals that users spend an average of 2m 41s on the site, indicating substantial user interest and content relevance. The recorded bounce rate of 49.77% provides insights into initial user engagement, while visitors typically view 2.41 pages per session, suggesting active content exploration.
These engagement metrics are crucial indicators of the website's ability to capture and maintain user interest. The combination of visit duration and pages per visit suggests that users find value in the content and navigate through multiple sections of the site, contributing to its overall effectiveness in serving its audience.
Traffic Growth and Patterns
Analysis of the past three months reveals notable traffic dynamics, with the website experiencing a positive growth of 2.71. The average monthly traffic volume stands at 39.61M visits.
Beginning with an initial volume of 38.58M visitor engagements during February 2025, the website's traffic patterns demonstrated a notable upward trajectory, reaching 40.63M visits in March 2025, representing a substantial gain of +5.33 in visitor activity. The most recent data point from April 2025 reveals a further decline in traffic performance, with visitor numbers falling to 39.63M total visits, marking a significant decrease of -2.48 compared to the previous period.
Geographic Audience Distribution
The website's audience exhibits a diverse geographic distribution, with United Kingdom emerging as the primary market, contributing 35.21% of total traffic.
Significant traffic contributions also come from important secondary markets including United States with a substantial 25.03% share of overall traffic, Canada with a substantial 2.81% share of overall traffic, Netherlands with a substantial 2.47% share of overall traffic, France with a substantial 2.23% share of overall traffic and . This diverse geographic distribution clearly demonstrates the website's extensive international reach and appeal, highlighting its successful penetration across multiple key global markets. The balanced distribution of traffic across these regions suggests an effective international marketing strategy and content that resonates with diverse audiences worldwide.
Traffic Source Analysis
The website's traffic is diversified across multiple channels, with direct being the dominant source at 63.50% of total traffic.
Secondary traffic sources include search (28.40%), referrals (5.55%), social (2.18%), paid referrals (0.29%), mail (0.07%) and . This multi-channel distribution indicates a well-balanced traffic acquisition strategy, reducing dependency on any single source while maximizing reach across different platforms.
Search Performance and Keywords
The website's keyword performance analysis reveals valuable insights into its search visibility. The top-performing keyword "financial times" demonstrates significant value with 411.54K estimated worth, attracting 463.88K searches at a CPC of $1.70.
Additional notable keywords include "ft" and "trump", which contribute substantially to the site's search presence. The diverse keyword portfolio suggests effective content optimization and strong market positioning in relevant search queries, enhancing the website's organic visibility and potential traffic acquisition through search engines.
Performance Summary and Outlook
ft.com's overall digital presence shows positive growth with consistent performance across key metrics. The combination of 39.63M monthly visits, strong presence in United Kingdom, and diverse traffic sources led by Direct positions the website for continued growth in its market segment.