nhl.com — September 2026 traffic, keywords & AI visibility

Search engines send nhl.com an estimated 43.9 million visits a month. Effectively all of it is organic — about 43.9 million visits from unpaid results. Paid search contributes only about 6 visits a month. Spread across 249,100 ranking keywords, that averages roughly 176 organic visits per keyword.

nhl.com scores 82 out of 100 on our AI visibility scale, grade A. It takes full marks for LLMS.txt. The biggest gap is Company profile, at 19 of 25 points (6/8 core fields), worth 6 points if closed. It also loses points on Crawlability (5/10), Structured data (0/5) and SEO health (18/20).

The llms.txt on nhl.com runs to 165 lines (8,758 characters) across 12 sections, last generated in June 2026. It introduces the site as "NHL.com - Official Site of the National Hockey League". It tells AI engines the business works in Professional Sports League, Sports Broadcasting and Live Sports Events. It describes 5 products, with prices such as NHL App at Free. Services it lists include Broadcast Rights Licensing, Corporate Sponsorships and Event Hosting. The audience it names is Sports fans, aged 18-54 (North America). Technologies it mentions include Content Delivery Networks, Streaming Platforms and Mobile Apps. The keywords it claims start with "hockey", "NHL", "Stanley Cup" and "NHL playoffs".

# NHL.com - Official Site of the National Hockey League

## About
The National Hockey League stands as the premier professional ice hockey organization in North America. It oversees 32 teams across the United States and Canada, delivering high-level competition that draws millions of fans each season. The league manages everything from regular season games to the intense Stanley Cup playoffs that crown the champion. NHL content reaches audiences through broadcasts, streaming platforms, and live arena experiences that keep supporters engaged year-round. Teams compete in a demanding schedule that tests skill, endurance, and strategy at the highest level. The organization also handles player development pathways and works closely with junior leagues to feed talent into the pros. Sponsorship deals and media rights form a major part of how the league sustains its operations and grows its reach. Merchandise sales and ticket revenue add further streams that support both clubs and the central office. Fan engagement happens through apps, social channels, and special events that bring supporters closer to the action. The NHL maintains strict rules and officiating standards to keep games fair and exciting. International tournaments and global marketing efforts help spread hockey's popularity beyond North America. Partnerships with broadcasters ensure games air in multiple languages and ti

Google lists nhl.com for about 249,100 keywords, which together bring an estimated 43.9 million organic visits a month.

The latest technical audit of nhl.com scored 80 out of 100 overall. Performance is its weakest area at 49, while SEO scores highest at 92. The audit makes 10 recommendations in all, and 3 of the 4 listed first are rated high priority or critical.

National Hockey League's company profile names nfl.com, nba.com, mlb.com and premierleague.com as competitors. Its own llms.txt adds fifa.com and uefa.com. Outside its market, the domains ranked closest to it in our worldwide ranking are dns.eu, dartmouth.edu, yolasite.com and 54.in-addr.arpa.

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