Problem

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In the highly competitive HR and payroll software space, standing out in search had become increasingly difficult as national SaaS competitors invested heavily in SEO and emerging AI-driven search experiences. Maintaining category leadership required scaling visibility while adapting to how Google surfaces results through AI Overviews.

Solution

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Outpace deployed an enterprise SEO strategy focused on expanding keyword coverage, strengthening topical authority, and optimizing content for both traditional rankings and AI-powered search results. This approach allowed the company to capture high-intent demand, defend core category terms, and lead visibility across evolving search formats.

Results

#1 Ranking for the Category-Defining Keyword “Payroll Software”

Achieving the top ranking for a category-defining keyword is a clear signal of market leadership. Through focused optimization and authority-building efforts, the company secured the #1 position for “Payroll Software,” one of the most competitive keywords in the HR technology industry. This ranking captures high-intent traffic from buyers actively comparing payroll platforms and reinforces long-term dominance in search.

Top-10 Keyword Rankings Increased 103% Year-Over-Year

Over the last 12 months, Outpace helped the HR and payroll software company grow its top-10 keyword footprint to 32,262 rankings, representing a 103% year-over-year increase. By expanding coverage across payroll, HR management, compliance, and workforce topics, the brand significantly strengthened first-page visibility and ensured consistent exposure to decision-makers evaluating enterprise solutions.

AI Overview Visibility Grew 1,294% Year-Over-Year

As Google’s AI Overviews became a major discovery channel, Outpace positioned the company to lead within this emerging search experience. Over the past year, the brand achieved 2,383 AI Overview appearances, reflecting a 1294% YoY increase. This visibility reinforces authority and positions the company as a trusted source for complex HR and payroll-related queries.