Over 10.7M organic visitors land on ADP’s site every month. Every search intent is covered, from employees looking for payroll tools to HR teams exploring workforce solutions.
Wish to see such crazy numbers for your website as well? Let us analyze what ADP is doing right and how you can learn from it.
Their login pages alone bring in millions of visits, while high-intent keywords push their calculators to the top.
With 37.4M backlinks, global reach, and a rock-solid technical foundation, ADP’s strategy is a masterclass in organic dominance.
ADP’s SEO Snapshot
| Organic Traffic (Monthly) | 10.7M |
| Domain Rating (DR) | 91 |
| Backlinks | 37.4M |
ADP Ranks for Every Search Intent
#1 Branded searches: 8.5M visits (Users already familiar with the brand)
#2 Non-branded searches: 2.2M visits (Capturing users before they know the brand)
#3 Informational searches: 4.6M visits (Users seeking knowledge and insights)
#4 Navigational searches: 8.5M visits (Users looking for a specific website or page)
#5 Commercial searches: 2.7M visits (Users researching before making a purchase)
You might like to read this as well: Keka SEO Analysis: How They Get 669K+ Organic Monthly Visits
Top Pages Driving Traffic
| Page | Keyword | Position | Monthly Traffic |
| https://www.adp.com/ | adp | 1 | 1,665,422 |
| https://www.adp.com/logins.aspx | adp login | 1 | 1,565,955 |
| https://www.adp.com/logins/adp-workforce-now.aspx | adp workforce now | 1 | 1,105,829 |
| https://www.adp.com/resources/tools/calculators/salary-paycheck-calculator.aspx | paycheck calculator | 1 | 959,278 |
| https://workforcenow.adp.com/theme/index.html | adp workforce now | 1 | 891,159 |
| https://my.adp.com/ | my adp | 1 | 441,350 |
| https://www.adp.com/logins/run-powered-by-adp.aspx | adp run | 1 | 283,397 |
| https://runpayroll.adp.com/ | run adp login | 1 | 276,984 |
| https://www.adp.com/resources/tools/calculators/hourly-paycheck-calculator.aspx | adp calculator | 1 | 261,252 |
#1 The homepage dominates, ranking #1 for “ADP” and attracting users who already recognize and trust the brand.
#2 Login pages drive massive traffic, ensuring seamless access for existing users with minimal friction.
#3 Calculator tools pull in thousands, with the “Salary Paycheck Calculator” securing the top spot for payroll-related searches.
ADP Wins with Search Intent
#1 Payroll professionals rely on searches like “ADP Workforce Now,” positioning ADP as an industry standard.
#2 Utility-driven content delivers, with paycheck calculators ranking for high-intent queries from employees and HR teams.
#3 Branded searches fuel visibility, as “My ADP” and “ADP Run” pages bring in users actively looking to log in or manage payroll.
Global Traffic Domination
The U.S. is ADP’s strongest market, driving the vast majority of organic traffic with over 85% share.
Top Traffic Sources
#1 United States – 9.1M visits/month (85.0% of total traffic)
#2 Canada – 440.4K visits/month (4.1%)
#3 Brazil – 416.8K visits/month (3.9%)
#4 India – 113K visits/month (1.1%)
#5 United Kingdom – 94.5K visits/month (0.9%)
ADP’s Backlink Profile
| Metric | Value |
| Total backlinks | 37.4M |
| Referring Domains | 49.5K |
| High-Authority Links | Links from Apple, Wikipedia,Microsoft, Adobe, Amazon |
#1 ADP’s massive 37.4M backlinks signal strong domain authority, reinforcing its credibility in the payroll and HR space.
#2 High-authority links from Apple, Wikipedia, Microsoft, Adobe, and Amazon boost trust and strengthen its search rankings.
Traffic Breakdown
| Source | Value |
| Organic Search | 10.7M |
| Paid Search | 5.1K |
ADP’s Technical Health
Core Web Vitals (Desktop):
Largest Contentful Paint (LCP): 2s (Poor)
Cumulative Layout Shift (CLS): 0.04 (Excellent)
First Contentful Paint (FCP): 0.09s (Great)
Source: PageSpeed Insights
A 2s LCP indicates slower loading for key content, which may impact user experience. However, an excellent CLS (0.04) and fast FCP (0.09s) ensure visual stability and quick initial rendering.
Here’s How You Can Steal ADP’s SEO Playbook
#1 Dominating Every Search Intent
ADP doesn’t just target one type of user; it captures them all. From branded and non-branded searches to informational and commercial queries, they ensure visibility at every stage of the customer journey.
#2 Leveraging High-Intent Pages
Login pages and payroll calculators drive massive traffic, meeting users right where they need solutions. These functional, high-utility pages convert visitors into engaged users effortlessly.
#3 Authority-Building with Backlinks
A staggering 37.4M backlinks and mentions from tech giants like Apple, Wikipedia, and Microsoft give ADP an unshakable reputation. This trust factor fuels higher rankings and domain strength.
#4 Global Traffic Leadership
While ADP dominates in the U.S. with 85% of its traffic, it strategically maintains a presence in Canada, Brazil, and India; ensuring global reach while focusing on its strongest market.
#5 Technical SEO That Keeps Users Engaged
ADP’s fast FCP (0.09s) and stable CLS (0.04) ensure a smooth experience. While LCP (2s) could improve, the brand maintains strong usability, keeping visitors on-site longer.
Before We Go
From login pages driving millions of visits to payroll calculators ranking for high-intent searches, ADP has crafted an expert-driven strategy that keeps it at the top of search results.
Now, it’s your turn to apply these insights. Focus on covering multiple search intents, create functional pages that solve real user problems, and strengthen your backlink profile with trusted sources.
Want to level up your own SEO? Let’s partner up.
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
