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The Utility That Doesn't Understand Traffic
A $286M company with 56% direct traffic and a confusing digital identity crisis.
WGL.com isn't a tech startup—it's a legacy utility masquerading as a modern brand, and the data reveals a company deeply confused about its own digital footprint. With 56% direct traffic and a global rank of #1.8M, this isn't growth; it's inertia.
"When 56% of your traffic is direct, you aren't acquiring—you're maintaining."
The Invisible User Base
15,360 monthly visits for a $286M revenue company is shockingly low. At ~$18,600 revenue per visit, they're either serving an incredibly high-value B2B niche or missing a massive digital opportunity. The 94.8% 'undefined' country traffic suggests tracking failures, not global reach.
The Keyword Paradox
Their top keyword 'washington gas' gets 67,700 monthly searches, yet they rank for 'wgl' (1,110 searches). This isn't branding—it's fragmentation. They're competing with their own legacy identity while paying for brand awareness they should own organically.
The tech stack tells a story of incrementalism: jQuery and Bootstrap alongside Tailwind CSS. This is a company patching old systems instead of building new ones. The Drupal CMS choice is enterprise-safe but innovation-stifling—exactly what you'd expect from a utility where 'direct traffic' means employees and contractors bookmarking the site.
- Revenue per visit is suspiciously high (~$18,600), suggesting B2B contracts dwarf consumer traffic
- Top keywords reveal identity crisis: 'washington gas' vs 'wgl' vs 'washingtongas'
- 94.8% 'undefined' country traffic indicates critical analytics failures
- Tech debt visible in jQuery/Bootstrap mix alongside modern Tailwind CSS
The Monopoly Trap
WGL.com succeeds because it has to, not because it's optimized. For investors, this is a stable cash flow. For founders, it's a cautionary tale: when your customers have no choice, your digital presence doesn't matter—until it does.
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5 keywordsHow is Wgl's SEO?
Meta Tags
Utilities | AltaGas
.view-row { display:none !important; } .util-bios { display:flex; justify-content:flex-start; align-items:flex-start; align-content:space-between; flex-wrap: none; gap:0px; margin: 20px 0% 10px 0%; } .utilcol-a { flex-grow:1; flex-shrink:2; width:200px; padding:0px; margin:0px 5% 0px 0px; } .utilcol-b { flex-shrink:1; width:70%; padding:0px 2% 0px 0px; } .utilcol-c { flex-grow:1; flex-shrink:2; width:49%; padding:0px; margin:0px 5% 0px 0px; } .utilcol-d { flex-shrink:1; width:49%; padding:0px 2% 0px 0px; } ol.parenthesis { counter-reset: list-in-thm; margin-left: 0; padding
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About wgl.com
.view-row { display:none !important; } .util-bios { display:flex; justify-content:flex-start; align-items:flex-start; align-content:space-between; flex-wrap: none; gap:0px; margin: 20px 0% 10px 0%; } .utilcol-a { flex-grow:1; flex-shrink:2; width:200px; padding:0px; margin:0px 5% 0px 0px; } .utilcol-b { flex-shrink:1; width:70%; padding:0px 2% 0px 0px; } .utilcol-c { flex-grow:1; flex-shrink:2; width:49%; padding:0px; margin:0px 5% 0px 0px; } .utilcol-d { flex-shrink:1; width:49%; padding:0px 2% 0px 0px; } ol.parenthesis { counter-reset: list-in-thm; margin-left: 0; padding
Company Overview
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Technology Stack
wgl.com uses 8 technologies across their website including Drupal, Google Tag Manager, Google Analytics, Lazy Loading, and more.
CMS
Drupal
Analytics & Marketing
Google Tag Manager, Google Analytics
Performance
Lazy Loading
Web Standards
PWA
CSS Frameworks
Bootstrap, Tailwind CSS
JavaScript Libraries
jQuery
Traffic & Audience
wgl.com receives approximately 15.4K monthly visitors and ranks #1,811,409 globally. The website has a bounce rate of 62% with visitors viewing an average of 1.5 pages per visit. Users spend an average of 0:46 on the site.
The majority of wgl.com's traffic comes from undefined, .
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This page provides publicly available information about wgl.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit wgl.com directly at https://wgl.com.