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Findmypast Traffic, SEO & Growth Analysis
Search the largest collection of UK and Irish genealogy records and newspaper archives online to find your British ancestors
- Traffic declining · 2 months running
- Multi Source Search
- Vertical Search
SIGPIK VERDICT · Sep 2026
Findmypast visits fell 8.7% in Sep, mostly lost from Referrals
Reconstruct every step Findmypast took →- Monthly visits
- 730.9K
- ↓ 8.7% · −69.9K MoM
- Market rank
- #6 / 37
- 0.7% of market traffic
- Domain Rating
- 72
- ↑ 1 · vs last month
- AI referrals
- 23
- 0% of traffic, early
01 · How the growth happened
Findmypast Traffic Trend & Channel Attribution
Monthly visit estimates · 2026-05 — 2026-09 · DR 72, +1 MoM
Sep 2026
730.9K↓ 8.7%
Where the new visits came from
Monthly visits split by channel share: Findmypast lost 69.9K visits from Aug to Sep, with referrals contributing 51%.
Monthly breakdown
| Channel | Jul | Aug | Sep |
|---|---|---|---|
| Total | 858.5K | 800.7K | 730.9K |
| Referrals | 259.3K | 291.4K | 255.7K |
| Direct | 366.3K | 252.8K | 254.5K |
| Organic search | 115K | 124.8K | 114.8K |
| Paid search | 27.6K | 31.6K | 29.8K |
| 26.7K | 24K | 16.7K | |
| Display ads | 18.5K | 12.8K | 13.3K |
| Organic social | 11.8K | 24.9K | 11.9K |
| Paid social | 1.8K | 2.4K | 707 |
| Channel | Change barAug → Sep | Change | Share of change | Current share |
|---|---|---|---|---|
| Referrals | −35.7K | 51% | 35% ↓1.4pp | |
| Organic social | −13K | 19% | 1.6% ↓1.5pp | |
| Organic search | −10.1K | 14% | 15.7% ↑0.1pp | |
| 5 other channels | −8.6K | 12% | 43.1% ↑2.7pp |
02 · What you can borrow
Findmypast SEO Keywords, Sitemap Pages & AI Referrals
Findmypast’s acquisition moves across pages, search terms and AI referrals, each with its data source.
Search · source keywords — Non-brand terms bring 40% of search traffic
Non-brand terms are traffic anyone can compete for; higher CPC means higher commercial value.
| Keyword | Traffic | CPC | Rank |
|---|---|---|---|
| findmypastBrand | 6.1K | $0.53 | 1 |
| the ministry of ungentlemanly warfareNon-brand | 2.9K | $0.86 | 2 |
| find my pastBrand | 1.6K | $0.52 | 3 |
| find an obituary for a specific personNon-brand | 1.1K | $0.71 | 4 |
| queen camillaNon-brand | 1.1K | $1.01 | 5 |
Borrow: Search traffic is mostly branded, riding existing awareness; the non-brand needs it does not cover are open to you.
AI referrals · ChatGPT, Copilot… — AI referrals are early — not a growth source yet
23 visits from AI assistants (previous month 6K), 0% of all traffic.
- ChatGPT39%
Borrow: No need to follow yet; watch whether it scales next month.
03 · Full growth history
Findmypast Promotion History, Backlinks & Launch Timeline
Above is what we observe automatically. The reconstruction starts from these moments, searches launches, community threads, directory listings and backlinks from the same period, fills in what Findmypast did at each step, and gives you a sequence to follow.
- Promotion timeline with original sources
- Traffic before and after each channel
- Exportable launch action list
Where it launched and who discussed it
Product Hunt, Reddit, X, directoriesWhich channels produced new backlinks
Ordered by first seenA launch sequence you can follow
Exportable action list
04 · Same-market benchmark
Findmypast Competitors & Alternatives Traffic Benchmark
Sep 2026 · Search and Answer Engines
| Product | Monthly visits | DR | MoM |
|---|---|---|---|
| FindmypastThis product | 730.9K | 72 | -8.7% |
| PerplexitySame market | 91.7M | 91 | -3.7% |
| Exa.aiSame market | 909.8K | 79 | -2.3% |
| The AI search and retrieval platform - Agentic | Generative | SearchSame market | 775.5K | 88 | -1.4% |
Each product uses its latest observed month; different months are not a same-period ranking.
Know the next time Findmypast ships pages in bulk
We diff its Sitemap, backlinks and traffic daily and alert you only on real changes.
Method: visits and channel shares are third-party monthly estimates; channel change = monthly visits × channel share, month over month; site actions and traffic are shown by timing only, not as cause and effect.