Justworks Organic Growth Opportunities

Create a comprehensive index detailing the total employer cost to hire specific job roles across 400+ U.S. metro areas. This play targets high-intent finance and HR leaders during the budget planning phase by providing granular, location-specific data not offered by competitors.

Example Keywords

• cost to hire accountant Denver 2025
• Seattle employer cost junior developer
• total payroll burden Miami marketing manager
• fully loaded cost of employee Austin TX

Rationale

Finance and HR teams building hiring budgets require precise, localized cost data that goes beyond state-level averages. By providing a unique, metro-specific index, Justworks can capture this high-intent audience at the exact moment they are evaluating payroll complexity and cost, making the PEO value proposition highly relevant.

Topical Authority

Justworks has established authority in payroll taxes (ranking for 'oasdi tax,' 'fica') and employment costs. Extending this expertise to a granular, metro-level analysis is a natural and defensible progression that leverages existing topical signals while exploring a massive new keyword landscape.

Internal Data Sources

Leverage anonymized, aggregated wage and tax burden data from Justworks' own payroll runs, filtered by metropolitan statistical area (MSA). Augment this with internal tax engine tables for workers' comp codes and state unemployment insurance (SUI) rates to create a uniquely accurate cost model.

Estimated Number of Pages

40,000

Develop a scalable matrix of pages covering specific time-off law requirements (e.g., sick, bereavement, voting leave) for employers in over 1,000 U.S. cities and states. This play positions Justworks as the definitive compliance authority by answering granular questions that competitors ignore.

Example Keywords

• bereavement leave law Oregon small business
• paid sick leave ordinance Austin TX 2025
• San Francisco paid parental leave requirements
• voting leave employer obligations Ohio

Rationale

As remote work fragments the workforce, employers are increasingly struggling with a patchwork of municipal and state leave laws. Creating a comprehensive, easily searchable library of these specific obligations addresses a major pain point and captures users seeking immediate, actionable compliance guidance.

Topical Authority

The domain already ranks for high-level legal topics like 'at-will employment' and has a 'employment-law-by-state' hub. This play deepens that authority to the hyper-local level, demonstrating an unparalleled depth of compliance knowledge that directly supports the PEO offering.

Internal Data Sources

Utilize the internal compliance team's wiki and knowledge base, which contains detailed breakdowns of local ordinances. Mine anonymized support ticket data tagged with specific leave laws (e.g., NYPFL) to identify common points of confusion to address in the content.

Estimated Number of Pages

12,000

Build a definitive resource that clarifies the taxability of hundreds of different fringe benefits on a state-by-state basis. This play captures HR and finance leaders as they design benefits packages, moving beyond generic federal rules to provide the specific state-level nuance they need.

Example Keywords

• is gym membership a taxable benefit in Texas
• student loan repayment FICA exempt New Jersey
• tax implications of company car California
• de minimis fringe benefits New York

Rationale

While many resources cover federal fringe benefit rules, state-specific tax treatment is a significant knowledge gap and a source of compliance risk for employers. By creating a navigator for these niche rules, Justworks can attract a high-value audience and showcase its expertise in handling complex, multi-state payroll and tax issues.

Topical Authority

Justworks already ranks for the head term 'fringe benefits' (12,100 SV). This play dramatically expands on that existing authority by creating thousands of long-tail pages that answer more specific, valuable questions, solidifying Justworks as the go-to expert on the topic.

Internal Data Sources

Leverage internal payroll tax engine logic that governs withholdings for various benefits across all 50 states. Use anonymized data on which fringe benefits are most commonly offered by customers in each state to prioritize content and add 'trending benefit' insights.

Estimated Number of Pages

7,650

Create a structured library of federal and state-level government incentives, such as tax credits and grants, categorized by industry and location. This play attracts business owners looking to reduce costs, positioning Justworks as a partner that not only manages payroll but helps optimize it.

Example Keywords

• startup payroll tax credit New Jersey
• manufacturing training grant Ohio 2025
• R&D tax credit for software company California
• Work Opportunity Tax Credit (WOTC) eligibility Florida

Rationale

Information on government incentives is notoriously fragmented across dozens of hard-to-navigate .gov websites. By consolidating, categorizing, and explaining these programs in plain language, Justworks provides immense value and captures business owners at a key financial decision-making moment.

Topical Authority

While Justworks' authority here is nascent, its core identity is tied to payroll and tax compliance—the very mechanisms through which these credits are claimed. This play builds new authority in a highly relevant adjacent topic that directly funnels into its payroll tax filing services.

Internal Data Sources

Use the internal payroll tax engine's logic for calculating and claiming various credits (e.g., WOTC, R&D credits). Analyze anonymized customer data by NAICS code to create tailored content for industries that most frequently utilize these government programs.

Estimated Number of Pages

7,500

Develop a massive library of detailed Standard Operating Procedures (SOPs) for common HR processes, tailored to different industries and company stages. This play moves beyond simple templates to provide actionable, step-by-step workflows that attract operators looking to build and scale their internal processes.

Example Keywords

• onboarding SOP for seed-stage fintech
• performance review process for 500-employee healthcare company
• employee termination checklist for a remote company
• SOP for expense reimbursement in a professional services firm

Rationale

Growing businesses constantly search for best-practice workflows to bring order to their HR operations. By providing a comprehensive library of detailed SOPs, Justworks can capture this 'how-to' traffic and seamlessly integrate call-outs to product features that automate steps within each workflow.

Topical Authority

The existing 'Resources' and 'Blog' sections demonstrate foundational HR knowledge. This play scales that authority by orders of magnitude, creating thousands of highly specific, practical guides that establish Justworks as a thought leader in operational HR excellence.

Internal Data Sources

Leverage anonymized, real-world customer SOPs and policy documents (with permission) as a knowledge base for the LLM. Use internal best-practice guides created by Justworks' own HR and compliance experts to ensure the generated content is authoritative and practical.

Estimated Number of Pages

4,500

Improvements Summary

Revamp and expand key PEO pages to target high-value small business keywords, add comparison and pricing content, and strengthen internal linking. Launch new assets like comparison pages and an ROI calculator to capture more search traffic and improve authority.

Improvements Details

Update /peo as a pillar page with targeted keywords, competitor comparisons, pricing, and FAQ schema. Expand /blog/whats-a-peo to cover decision-stage topics, add multimedia, and link to core pages. Create new comparison and pricing content, embed an ROI calculator, and systematically add internal links from HR/compliance blogs and site footer. Focus on terms like 'peo for small business', 'peo pricing', and 'best peo for startups'.

Improvements Rationale

Current pages miss generic search intent and lack depth, causing low rankings and traffic share for valuable queries. Adding targeted content, structured data, and internal links aligns with user search behavior and Google ranking factors. New assets and improved copy are expected to drive higher rankings, more organic visits, and increased lead conversions.