wltx.com
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WFLA: The Powerball Traffic Engine
How a local TV station built a national lottery traffic machine
WFLA.com isn't just a news site—it's a sophisticated lottery traffic magnet disguised as a local broadcaster. With 718K monthly visits and 50% direct traffic, they've cracked the code on becoming America's go-to Powerball destination.
"They don't compete on news—they compete on dreams. Every Powerball drawing is their Super Bowl."
The Lottery SEO Playbook
WFLA dominates 'Powerball' keywords with 2.7M monthly searches, yet their brand search is only 1.3K. This reveals their true strategy: capture lottery seekers, not news readers. They've built a parallel traffic universe where 'powerball winning numbers' (527K searches) drives more revenue than any local story.
The Silent Scale
With 70 employees and $12.9M revenue, each person generates $184K annually. That's efficient for local media. But the real story is the 94.1% 'undefined' traffic share—likely domestic users who type 'wltx.com' directly or click lottery links from search. They've become a utility, not a publication.
The tech stack is minimalist: Priority Hints, Google Fonts, DoubleClick Floodlight. No complex CMS, no heavy analytics. This is a lean, mean traffic conversion machine. The 36% organic traffic is their safety net; the 50% direct traffic is their moat. When Powerball hits $1B, America types 'wltx.com' without thinking.
- Lottery keywords drive 3.7M+ monthly searches, dwarfing brand traffic
- Direct traffic (50%) proves they've become a habitual destination
- 436K backlinks suggest syndication deals with other Nexstar stations
- Meteorologist Jim Gandy is likely their only consistent local draw
The Unsexy Billion-Dollar Play
WFLA proves you don't need a sexy product—just a recurring, high-volume event and the SEO to own it. Their secret? Be the default answer to 'what are the Powerball numbers?'
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About wltx.com
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wltx.com uses 3 technologies across their website including Google Fonts, DoubleClick Floodlight, Priority Hints.
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wltx.com receives approximately 718.5K monthly visitors and ranks #88,405 globally. The website has a bounce rate of 56% with visitors viewing an average of 2.0 pages per visit. Users spend an average of 3:51 on the site.
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