gusto.com

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DR 86by AhrefsMedium Opportunity · 47/100

31y1995-08-22Domain Age

10.0M-5%Monthly Visits

Direct 55%United States 95%Primary Channel

2Competitors

Product Identity

About

gusto’s people platform helps businesses like yours onboard, pay, insure, and support your hardworking team. payroll, benefits, and more.

Categoryjobs_and_career/human_resources

Product Identity · Insight

Operating for 31 years with no public revenue or community data — likely a traditional business or niche market product.

Growth Profile

Monthly Visits

10,035,488

↓4.8% vs last month

Bounce Rate

37.2%

Pages / Visit

7.0

Avg. Session

4m 25s

Domain Age

30.8 years

#4,615Global Rank

#961Country Rank (840)

#1Category Rank · Human_Resources

Traffic Trend

↓4.8%

Growth Profile · Insight

Traffic is stable with high browsing depth (7.0 pages/visit) — a loyal user base, but growth may require new acquisition channels to break the plateau.

Acquisition Engine

Traffic Sources

Organic Search

17.5%

Direct

55.5%

Social

7.0%

Referral

7.8%

Paid

2.9%

9.3%

Geographic Distribution

DomainShare

🇺🇸United StatesUS

94.7%

🇵🇭PhilippinesPH

1.4%

Top 3 countries account for 96.7% of traffic — high geographic concentration

Top Keywords

Keyword
gusto	412.7K	$9.74	$414.9K
gusto login	91.0K	$0.28	$138.6K
gusto sign in	17.6K	$0.97	$14.7K
gusto payroll	10.9K	$33.85	$9.4K
gusto inc	10.9K	$21.04	$8.3K

SERP Rankings

Keyword			Ranking URL
gusto	#1	🏠	gusto.com/	622,030	$7.51
what is a stipend	#9	📄	gusto.com/resources/glossary/stipend	7,750	$0.33
casdi	#2	📄	gusto.com/resources/articles/payroll/what-casdi	6,550	$2.46
employment verification letter	#7	📄	gusto.com/resources/glossary/employment-verification-letter	5,750	$1.67
what is casdi	#2	📄	gusto.com/resources/articles/payroll/what-casdi	2,030	—

Acquisition Engine · Insight

Direct is the primary acquisition channel (55%), ranking for 5 keywords with traffic concentrated in United States (95%). Heavy reliance on one channel creates vulnerability.

How does gusto.com actually grow?

This page shows the surface. A Growth Teardown reverse-engineers the full playbook — which keywords drive signups, where backlinks come from, which channels convert, and what you can replicate in your own product.