Your payroll platform promises seamless, efficient solutions.
But is your content actually driving traffic; or is it getting lost in the sea of SEO noise?
OnPay pulls in 235K organic visits every month!
They rank high-intent holiday keywords like “Presidents Day 2025” and “Memorial Day 2025,” as well as for practical payroll content such as “bonus calculator after tax,” “Texas payroll calculator,” and “payroll software for accountants.”
A Domain Rating of 71 and nearly 25K backlinks give them authority, but the real edge comes from how they capture both branded and non-branded searches.
Want to dominate your SEO game, just like how OnPay’s doing it? Here’s EXACTLY what you need to know.
Quick Snapshot: Why OnPay Wins at SEO
| Organic Traffic (Monthly) | 235K |
| Domain Rating (DR) | 71 |
| Backlinks | 24.9K |
Key Insight: OnPay doesn’t just rely on brand awareness; they win by showing up early in the customer journey with hyper-practical, SEO-optimized content.
Why This Matters to Lean SaaS Teams
You may not have OnPay’s DR or backlink profile yet, but here’s the good news:
Most of their traffic is NOT from branded searches.
That means the content is doing the heavy lifting; and that’s something even small teams can replicate with the right playbook.
What’s Actually Driving OnPay’s 235K Visits?
| Traffic Source | Monthly Visits | % of Total Traffic | Insight |
|---|---|---|---|
| Branded Searches | 44.8K | 19% | Strong brand recognition driving direct traffic. |
| Non-Branded Searches | 190.5K | 81% | Capturing users early in the search journey. |
| Informational Searches | 210.6K | 89% | Establishing authority through educational content. |
| Navigational Searches | 45.3K | 19% | Users searching for specific OnPay pages. |
| Commercial Searches | 39.2K | 17% | Engaging users at the decision-making stage. |
Key Insight:
OnPay’s strength lies in non-branded and informational searches, showing they’ve built trust with users even before they know the brand.
Top Pages Driving OnPay’s Traffic
| Page | Keyword | Position | Monthly Traffic |
| Presidents Day 2025 | presidents day 2025 | 1 | 68,169 |
| Homepage | onpay | 1 | 28,333 |
| Memorial Day 2025 | memorial day 2025 | 12 | 23,174 |
| Login Page | onpay login | 1 | 11,959 |
| FICA Tax Rates | fica | 5 | 5,613 |
| How to Calculate Payroll Taxes | how to calculate payroll taxes | 1 | 3,390 |
| Payroll Tax Calculator | employer payroll tax calculator | 2 | 3,291 |
| Minimum Wage by State | federal minimum wage 2025 | 5 | 2,068 |
| Payroll Software | payroll software | 6 | 2,067 |
| NY Paycheck Calculator | paycheck calculator nyc | 11 | 1,772 |
OnPay’s Traffic Powerhouses
#1 The Presidents Day article is a standout, ranking #1 for “presidents day 2025” and drawing in over 68K visitors each month.
#2 The homepage holds strong at #1 for “onpay,” securing nearly 28K monthly visits from branded searches.
#3 The Memorial Day 2025 page is surging, climbing to 12th place and attracting over 23K visitors actively searching for holiday information.
Why OnPay Wins with Search Intent
#1 High-intent holiday searches drive massive traffic, with “presidents day 2025” and “memorial day 2025” pulling in visitors looking for key dates.
#2 Practical content pays off, with the “How to Calculate Payroll Taxes” page ranking #1 and guiding users through payroll calculations.
#3 Informational searches convert, with the “FICA Tax Rates” and “Payroll Software” pages bringing in users seeking answers and solutions.
OnPay’s Global Reach: Where the Traffic Comes From
| Country | Monthly Visits | % of Total Traffic |
| United States | 231.4K | 98.3% |
| India | 689 | 0.3% |
| Canada | 567 | 0.2% |
| Malaysia | 397 | 0.2% |
| Russian Federation | 383 | 0.2% |
Insights
#1 The United States dominates OnPay’s traffic, accounting for over 98% of all visits, highlighting its strong presence in the domestic market.
#2 Emerging international markets like India and Malaysia show small but growing traction, suggesting potential for global expansion.
OnPay’s Backlink Profile: How They Build Authority
| Metric | Value |
| Total backlinks | 24.9K |
| Referring Domains | 2.4K |
| High-Authority Links | Links from Apple, Forbes, Hubspot |
Insights
#1 OnPay has secured 24.9K backlinks from 2.4K domains, reflecting a well-established authority in the payroll space.
#2 High-authority links from Apple, Forbes, and Hubspot strengthen OnPay’s credibility and trustworthiness.
Traffic Breakdown
| Source | Value |
| Organic Search | 235K |
| Paid Search | 1 |
Technical SEO: OnPay’s Performance Edge
Core Web Vitals (Desktop):
Largest Contentful Paint (LCP): 1.4s (Moderate)
Cumulative Layout Shift (CLS): 0.01 (Excellent)
Interaction to Next Paint (INP): 39 ms (Excellent)
Source: PageSpeed Insights
What It Means:
#1 OnPay’s LCP of 1.4s is moderate, indicating room for improvement in loading speed.
#2 Excellent CLS (0.01) and INP (39 ms) suggest a stable and highly responsive user experience.
How to Drive Traffic and Conversions Without Breaking the Bank
#1 Dominate High-Intent Holiday Keywords (Like Presidents’ Day)
OnPay’s ranks #7 for “Presidents Day 2025” article, grabbing nearly 70,000 monthly visits.
For “Memorial Day 2025”, OnPay ranks #13, pulling in 6,500+ monthly visits.
Don’t just target generic terms; pinpoint trending, time-sensitive keywords with clear user intent.
What OnPay Did Right:
● Leveraged a trending holiday to create timely, relevant content.
● Targeted a niche calendar event likely searched by business owners needing payroll insights.
● Updated the post annually to maintain freshness and rankings.
SaaS Playbook: How to Apply This
● Identify peak seasonal or holiday search spikes in your industry (use Google Trends + SEMrush).
● Create evergreen landing pages for each recurring event (e.g., “Cybersecurity Checklist for Black Friday”) and update them annually.
● Add internal links from these pages to your related tools or product features.
● Promote the content via email or social ahead of the event to maximize reach.
Takeaway: Seasonal keywords = short-term spikes + long-term recurring traffic.
#2 Prioritize Practical, How-To Content (Like “How to Calculate Payroll Taxes”)
Their “How to Calculate Payroll Taxes” page ranks #1 and #2 for “employer payroll tax calculator” drives significant traffic by directly addressing user needs.
What OnPay Did Right:
● Tackled a common, high-pain problem business owners face.
● Wrote a step-by-step, detailed article that answers the query fully.
● Used simple language, visuals, and real-world examples to enhance clarity.
SaaS Playbook: How to Apply This
● List 10–15 how-to questions your audience Googles (use “People Also Ask” + Reddit + Quora).
● Create in-depth guides that walk through the exact process your tool solves.
● Add schema markup (FAQ + HowTo) to win more SERP space.
● Use these posts as lead-in content for a free calculator, audit tool, or demo CTA.
Takeaway: Helpful content isn’t fluff. It’s your most reliable traffic (and trust) generator.
#3 Turn Payroll Topics into SEO Gold (Without Needing a Huge Team)
OnPay’s “Minimum Wage by State” page ranks for high-intent terms like “federal minimum wage 2025,” pulling in 1,578 visits from just 8 keywords. Their “Salary vs Hourly” guide ranks #5 and brings over 1K visitors.
What OnPay Did Right:
● Focused on payroll topics users actively Google when making business or employment decisions.
● Targeted comparison queries and state-specific searches with clear informational intent.
● Built simple, educational pages that convert traffic without needing blog volume.
SaaS Playbook: How to Apply This
● Use tools like Ahrefs to find comparison and regulatory keywords (e.g., “gross vs net pay”).
● Build standalone landing pages for each major payroll term instead of burying them in long blogs.
● Include simple charts, definitions, and internal links to related payroll features.
● Monitor ranking changes quarterly and refresh the data to stay current.
Takeaway: SEO traffic doesn’t scale with content volume; it scales with keyword precision.
#4 Secure High-Authority Backlinks (Apple, Forbes, Hubspot)
OnPay’s authority is boosted by backlinks from sites like Apple, Forbes, and HubSpot. Focus on earning links from reputable sources in your industry to build trust and improve rankings.
What OnPay Did Right:
● Built trustworthy, reference-worthy content aligned with industry news and data.
● Contributed thought leadership to authoritative publications.
● Likely used strategic PR and partnerships to secure placements.
SaaS Playbook: How to Apply This
● Pitch founder quotes or data studies to journalists covering your space (use tools like HARO or Terkel).
● Create “Ultimate Guides” or industry benchmarks that naturally earn citations.
● Partner with other SaaS brands for co-marketing and guest posting opportunities.
● Repurpose case studies and user data into bite-sized LinkedIn or Twitter content for linkable assets.
Example from SaaS:
ClickUp earned backlinks by releasing a “State of Productivity” report and pitching insights to top business outlets. Learn from their SEO strategy.
Takeaway: You don’t need a huge PR budget. Just content worth citing; and a plan to promote it.
Want to Turn Payroll SEO Into a Scalable Growth Engine?
OnPay didn’t just chase keywords; they built an SEO flywheel.
By owning seasonal intent (like “Presidents Day 2025”), publishing practical how-to guides, and earning backlinks from giants like Apple and Forbes, they created a system that attracts, engages, and converts.
At Concurate, we help B2B SaaS like yours:
● Pinpoint overlooked keywords your buyers actually Google
● Create expert-led content that ranks, educates, and sells
● Build strategic link partnerships that boost domain authority
If your content is getting traffic but no leads; or worse, no traffic at all; we’ll help you fix that.
Book a free teardown of your current SEO strategy.
We’ll send back 3 high-impact fixes you can implement right away. No fluff. No pitches. Just clarity.
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.
