Justworks pulls in 145K organic visits every month.
Over 102K of those come from branded searches; a clear sign of strong brand awareness.
But they’re also securing nearly 42K non-branded visits and 125K informational searches, showing they’ve mastered the balance between brand strength and content reach.
Here’s a detailed breakdown of Justworks’ SEO playbook; what’s working, where they’re winning, and how you can replicate their success.
By the Numbers: Justworks’ SEO
| Organic Traffic (Monthly) | 145K |
| Domain Rating (DR) | 73 |
| Backlinks | 28.8K |
Where Justworks’ Traffic Comes From
| Source | Monthly Visits | Description |
|---|---|---|
| Branded Searches | 102.6K | Users already familiar with the brand |
| Non-Branded Searches | 41.9K | Capturing users before they know the brand |
| Informational Searches | 125.9K | Users seeking knowledge and insights |
| Navigational Searches | 96.9K | Users looking for a specific website or page |
| Commercial Searches | 88.6K | Users researching before making a purchase |
Key Takeaway: Justworks’ balanced mix of branded and non-branded search traffic reflects strong brand recognition and effective content targeting.
You might like to read this as well: Factorial SEO: How They Get 50K+ Organic Monthly Visits
Top Performers: Pages Driving Justworks’ Success
| Page | Keyword | Position | Monthly Traffic |
| https://www.justworks.com/ | justworks | 1 | 65,208 |
| https://www.justworks.com/blog/part-time-vs-full-time-employees-what-qualifying-hours | part time vs full time | 1 | 11,014 |
| https://www.justworks.com/blog/master-employee-appreciation-inexpensive-ideas | staff appreciation ideas | 1 | 4,717 |
| https://www.justworks.com/blog/understanding-at-will-employment-states | at will states | 4 | 2,938 |
| https://www.justworks.com/careers | justworks careers | 1 | 2,779 |
| https://www.justworks.com/pricing | justworks | 1 | 1,792 |
| https://www.justworks.com/contact-us | justworks support | 1 | 1,737 |
| https://www.justworks.com/blog/whats-a-peo | peo for small business | 3 | 1,719 |
| https://www.justworks.com/about/our-company | justworks | 1 | 1,274 |
| https://www.justworks.com/blog/expenses-101-expense-reimbursements-taxable-income | are reimbursed expenses considered income | 1 | 1,129 |
How Justworks Captures Traffic
#1 The homepage is a traffic powerhouse, ranking #1 for “justworks” and bringing in over 65K monthly visits. It solidifies brand awareness and attracts users already familiar with the platform.
#2 Informative blog content like “Part-Time vs Full-Time Employees” secures top rankings, drawing users searching for employment-related insights.
#3 The “Contact Us” page sees a surge, ranking #1 for “justworks support” and guiding users who need direct assistance.
How Justworks Aligns with Search Intent
#1 High-intent searches like “staff appreciation ideas” place Justworks at the top, attracting users looking for practical HR solutions.
#2 The “What’s a PEO” blog post ranks well for “peo for small business,” positioning Justworks as a go-to resource for business owners exploring HR models.
#3 Utility-driven content works, with the “Expenses 101” post ranking for terms like “are reimbursed expenses considered income,” meeting users’ need for clear financial guidance.
#4 This targeted content approach of Justworks reflects how case studies can reinforce trust and authority.
Global Reach: Where Justworks’ Traffic Comes From
| Country | Monthly Visits | % of Total Traffic |
| United States | 104.1K | 93.6% |
| Canada | 1.8K | 1.6% |
| India | 1.3K | 1.2% |
| United Kingdom | 1K | 0.9% |
| Philippines | 647 | 0.6% |
Insights:
#1 The U.S. dominates traffic, contributing over 93% of the total, highlighting Justworks’ strong presence in its home market.
#2 Steady growth in Canada and the Philippines suggests Justworks is expanding its footprint beyond the U.S. market.
Justworks’s Backlink Profile: How They Build Authority
| Metric | Value |
| Total backlinks | 28.8K |
| Referring Domains | 3.4K |
| High-Authority Links | Links from Apple, Github, Wikipedia |
Insights
#1 Strong authority signals from backlinks on trusted sites like Apple, GitHub, and Wikipedia enhance Justworks’ credibility and search ranking.
#2 A solid base of 3.4K referring domains shows that Justworks has a diverse and reliable link profile, boosting its domain authority.
Traffic Breakdown
| Source | Value |
| Organic Search | 145K |
| Paid Search | 10K |
Site Health: How Justworks Performs Technically
Core Web Vitals (Desktop):
Largest Contentful Paint (LCP): 1s (Poor)
Cumulative Layout Shift (CLS): 0.01 (Excellent)
Interaction to Next Paint (INP): 122 ms (Moderate)
Source: PageSpeed Insights
Insights
#1 LCP at 1s indicates quick loading, but there’s room for improvement to enhance user experience.
#2 A near-perfect CLS of 0.01 ensures minimal layout shifts, creating a smooth browsing experience.
Paid Search Strategy: Keywords That Convert
Strategic focus on health insurance: Justworks targets high-value terms like “small business group health insurance” and “employee health care benefits” to attract businesses seeking employee coverage.
Top Keywords Justworks Is Bidding On:
#1 “justworks”
#2 “small business group health insurance”
#3 “health insurance for small business”
#4 “insurance for employees”.
#5 “employee health care benefits”
#6 “small company health insurance”
#7 “group health insurance for small businesses”
Insights:
#1 Broad keyword coverage helps Justworks capture a range of insurance-related queries, positioning it as a go-to solution for small businesses.
#2 Brand reinforcement with “justworks” as a top keyword ensures the platform remains visible to users already familiar with the brand.
How You Can Steal Justworks’ Playbook
#1 Prioritize Branded Search Optimization
Justworks’ homepage ranks #1 for the keyword “justworks,” bringing in over 65K monthly visits. This dominance ensures that users searching for their brand find them immediately, reinforcing brand authority and trust.
Takeaway: Ensure your website ranks at the top for your branded keywords to capture and direct high-intent traffic effectively.
#2 Develop High-Quality Informative Content
Justworks’ blog post on “Part-Time vs Full-Time Employees” holds the top position for the keyword “part time vs full time,” attracting 11K monthly visits. This indicates their commitment to providing valuable content that addresses common user queries.
Takeaway: Invest in creating informative content that addresses your audience’s questions to boost engagement and search visibility.
#3 Optimize for User Intent with Supportive Content
The “Contact Us” page of Justworks ranks #1 for “justworks support,” garnering 1.7K monthly visits. By aligning your content with user intent, especially for support-related queries, you enhance user experience and satisfaction.
Takeaway: Align your content with user intent to enhance user experience and satisfaction.
#4 Target High-Intent Keywords with Educational Resources
Justworks’ blog post titled “What’s a PEO” ranks well for “peo for small business,” attracting 1.7K monthly visits. This strategy positions them as a knowledgeable resource for small business owners exploring Professional Employer Organizations (PEOs).
Takeaway: Target high-intent keywords with educational content to attract and inform potential customers effectively.
#5 Build a Diverse and Authoritative Backlink Profile
With 28.8K total backlinks from 3.4K referring domains, including high-authority sites like Apple, GitHub, and Wikipedia, Justworks has established a strong backlink profile. This diversity and authority enhance their domain credibility and search rankings.
Takeaway: Cultivate a diverse and authoritative backlink profile to enhance your site’s credibility and search engine rankings.
Final Thoughts: Why Justworks’ SEO Works?
With a Domain Rating (DR) of 73 and an impressive backlink portfolio of 28.8K, their online presence is authoritative.
By analyzing their top-performing pages and keyword strategies, businesses can gain valuable insights into effective SEO practices.
Applying similar tactics such as targeted content, expert-driven keyword use, and a strong backlink strategy can help elevate your search visibility.
Let’s partner up to grow your SEO success!
Disclaimer:
The data and insights presented in this report are based on third-party platforms and tools. The information may not reflect the most up-to-date metrics or precise figures. Use this as a reference and verify with primary sources where necessary.
