AARP Organic Growth Opportunities
1. Readiness Assessment
1. Readiness Assessment
2. Competitive Analysis
2. Competitive Analysis
3. Opportunity Kickstarters
3. Opportunity Kickstarters
4. Appendix
4. Appendix
Readiness Assessment
Current Performance
- You’re driving 6.847m estimated monthly organic visits across 2.681m ranking keywords, with traffic valued at $11.410m in equivalent ad spend—clear enterprise-scale SEO reach.
- Your authority is very strong (Authority Score 79) backed by 7.162m backlinks from 136k referring domains, indicating high trust and strong ability to rank competitively across categories.
- Organic traffic is heavily concentrated in “games” + brand queries: top keywords include “aarp games” (largest driver), “aarp”, “mini crossword”, “crossword puzzles”, and “solitaire”; top pages mirror this with /games (~1.005m; 14.7%), homepage (~436k; 6.4%), and major game pages like daily crossword (~322k) and classic solitaire (~167k).
Growth Opportunity
- Reduce concentration risk and grow incremental traffic by expanding beyond games into high-demand evergreen topics you already touch (but don’t dominate in this snapshot), e.g., Social Security, Medicare/insurance benefits, and calculator-led intent (BMI, 401k, RMD, investment)—with stronger internal linking from high-traffic games hubs to these “life-stage” resources.
- Build more systematic non-brand content clusters (FAQs, comparisons, state-by-state guides, and “next-step” tools) around membership value drivers (auto insurance, dental, travel discounts, tax aide) to capture more bottom-funnel searches beyond “aarp login” and branded benefits terms.
- Competitive pressure looks low in the provided set (you’re ~212× larger than AMAC in organic traffic), suggesting meaningful whitespace to scale content production and win additional SERP real estate (featured snippets/PAAs) without fighting equally-sized publishers on every query.
Assessment
You already have massive organic scale and authority, but your traffic mix is skewed toward games pages—so diversifying into more high-intent “benefits + life-stage” search can unlock durable growth. The “so-what”: you can compound traffic by productizing your strongest templates (tools, FAQs, state guides) and publishing them systematically. AirOps can help you execute this content expansion programmatically at scale.
Competition at a Glance
This competitive SEO snapshot includes 2 competitor domains (AMAC and ASA), with usable organic search benchmarks available for 1 of them (AMAC); ASA’s traffic/keyword metrics were not retrieved, which limits full visibility across the set.
Within the available data, www.aarp.org ranks #1 in both organic search traffic and ranking keywords, generating 6,847,002 estimated monthly organic visits and ranking for 2,680,689 keywords. The strongest measurable competitor is AMAC (amac.us) with 32,270 monthly organic visits and 24,250 ranking keywords.
Overall, AARP holds a clear market leadership position in organic discovery, with scale that far exceeds the measured competitor benchmark—roughly 212× higher traffic and 111× broader keyword coverage versus AMAC. The landscape shown here suggests limited competitor organic reach, reinforcing AARP’s dominant visibility while also highlighting that competitive pressure may be understated until the missing ASA data is available.
Opportunity Kickstarters
Here are your content opportunities, tailored to your domain's strengths. These are starting points for strategic plays that can grow into major traffic drivers in your market. Connect with our team to see the full traffic potential and activate these plays.
Create hyper-local static pages for every partner brand location that detail specific AARP member discounts and redemption steps. This strategy captures high-intent commercial queries from users looking for immediate savings at physical locations.
Example Keywords
- [Brand] senior discount [City]
- [Brand] near me discount
- [Category] discounts for seniors [City]
- How to use [Brand] AARP discount in-store
Rationale
AARP has a massive domain authority (AS 79) but currently sees traffic heavily concentrated in games. By creating a local directory of partner benefits, AARP can capture commercial intent that currently goes to generic coupon sites, driving higher membership value and retention.
Topical Authority
AARP is the definitive source for member benefits. The existing sitemap already features deep membership and benefit sections, providing a strong foundation for programmatic local expansion.
Internal Data Sources
Leverage the internal partner/benefits database for redemption steps, AARP Rewards rules, and internal editorial FAQs to provide differentiated, accurate content.
Estimated Number of Pages
150,000+ (Covering thousands of partner brands across all US cities and states)
Develop programmatic buyer guides segmented by county and ZIP code to assist users in the 'choosing coverage' phase of Medicare. These pages provide localized checklists, rate comparisons, and enrollment timelines tailored to specific geographic regulations.
Example Keywords
- Medicare supplement plan G rates [County]
- Best medigap plan [ZIP]
- Turning 65 in [City] checklist
- Medicare open enrollment checklist [State]
Rationale
Medicare is a critical life stage for AARP's core demographic. Localized guides capture users at the exact moment they are making high-stakes financial decisions, allowing AARP to serve as the trusted navigator.
Topical Authority
AARP already operates a substantial Medicare information hub and has established authority in insurance benefits, making it a natural winner for localized YMYL queries.
Internal Data Sources
Use the internal Medicare FAQ knowledge base, AARP insurance partnership details, and Public Policy Institute (PRI) research for proprietary data points.
Estimated Number of Pages
25,000+ (Segmented by US County, ZIP, and specific enrollment scenarios)
Build a comprehensive encyclopedia of scam variants organized by brand, channel, and state. These pages provide immediate help to users searching for specific scam patterns, routing them to AARP’s fraud prevention resources.
Example Keywords
- [Brand] invoice scam
- [Brand] customer support scam
- [Payment App] impersonation scam
- How to report a scam in [State]
Rationale
Scam-related searches are high-volume and high-urgency. Providing immediate, brand-specific answers builds immense trust and positions AARP as the primary protector of the 50+ demographic.
Topical Authority
AARP’s Fraud Watch Network and 'The Perfect Scam' podcast have already established the brand as a leader in fraud prevention and consumer protection.
Internal Data Sources
Utilize 'The Perfect Scam' podcast transcripts, PRI fraud surveys, and internal Fraud Watch Network checklists to generate unique, real-world examples.
Estimated Number of Pages
80,000+ (Covering major brands, scam types, and state-specific reporting steps)
Create programmatic career landing pages that match experienced workers with local job titles, training paths, and work-style preferences. These pages help older adults navigate the modern labor market with age-inclusive resources.
Example Keywords
- [Job Title] jobs [City] for seniors
- Training for [Job Title] near me
- Remote [Job Title] jobs [State]
- How to change careers at 55 in [City]
Rationale
Employment is a major concern for the 50+ demographic. By providing localized, role-specific career paths, AARP can drive traffic to its job board and training catalog while supporting economic security.
Topical Authority
AARP already has a dedicated 'Work' hub and job board properties, providing the necessary topical signals to rank for career-related long-tail keywords.
Internal Data Sources
Integrate the jobskills.aarp.org course catalogue, employer portal resources, and internal 'Age-Inclusive' training data.
Estimated Number of Pages
20,000+ (Mapping job families across major US metros and states)
Generate decision-support pages for retirement relocation that combine cost of living, tax data, and livability scores for cities and counties. These guides help users plan their next move with data-backed insights.
Example Keywords
- Retire in [City, State]
- Cost of living for retirees in [City]
- Is [State] retirement-friendly
- Property tax for retirees in [County]
Rationale
Retirement relocation is a high-intent life event. These pages allow AARP to capture users during the planning phase, leading to deeper engagement with travel, money, and home-living content.
Topical Authority
AARP’s existing state tax guides and proprietary Livability Index provide a massive competitive advantage in ranking for relocation-related queries.
Internal Data Sources
Use the AARP Livability Index scoring components, state tax guide frameworks, and local event data from local.aarp.org.
Estimated Number of Pages
30,000+ (Covering US cities and counties with high retirement populations)
Improvements Summary
Tighten keyword-to-URL mapping across the games hub, category pages, and individual game pages, then add indexable SEO blocks (How to Play, tips, FAQs) below each game to match “play now” intent. Standardize title tags/H1/meta copy, add FAQ/Breadcrumb/ItemList schema, and strengthen internal linking from the hub and related AARP sections.
Improvements Details
Add 250–500 words of unique copy and 5–8 FAQs on every game page (e.g., Word Wipe, Classic Solitaire, Mahjongg Toy Chest, Daily Word Search) and place it below the game UI to protect play intent. Update titles/H1s to “Play Free Online” formats and target priority queries like “aarp word search,” “free mahjong aarp,” “mahjong aarp toy chest,” and “solitaire online game classic,” while noindexing low-value pages like /category/recently-played and tightening canonicals/parameter handling. Expand category pages (starting with /games/category/mahjongg/) into 600–1,000 word pillars with curated blurbs and “Start Here” modules, add FAQPage + BreadcrumbList + ItemList schema, and publish supporting articles (e.g., FreeCell rules, Mahjongg for beginners) that link into the play pages.
Improvements Rationale
Many high-intent, brand-modified queries show low competition but near-zero traffic share, which points to page-2 rankings and weak CTR caused by thin/JS-heavy pages and mismatched on-page relevance. Adding crawlable, query-matched content, clearer titles/meta, and structured data increases relevance signals and SERP real estate, while better internal linking and pillar category pages pass authority to key game URLs. Containing generic low-value pages reduces topical dilution so the cluster can consolidate rankings for “play free online” searches.
Appendix
| Keyword | Volume | Traffic % |
|---|---|---|
| best seo tools | 5.0k | 3 |
| seo strategy | 4.0k | 5 |
| keyword research | 3.5k | 2 |
| backlink analysis | 3.0k | 4 |
| on-page optimization | 2.5k | 1 |
| local seo | 2.0k | 6 |
| Page | Traffic | Traffic % |
|---|---|---|
| /seo-tools | 5.0k | 100 |
| /keyword-research | 4.0k | 100 |
| /backlink-checker | 3.5k | 80 |
| /site-audit | 3.0k | 60 |
| /rank-tracker | 2.5k | 50 |
| /content-optimization | 2.0k | 40 |
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