How Siege Media drove LLM visibility and a $101K increase in traffic value for Paylocity
$101K
increase in sitewide traffic value
45%
visibility in LLMs for relevant industry inquiries
2.3K
increase in referring domains
Paylocity is a cloud-based human capital management platform that helps mid-market companies manage payroll, HR, time tracking, benefits, and employee engagement in one unified system.
Industry: Fintech
Location: Schaumburg, Illinois, United States
Services Provided: Content marketing and digital PR
Challenges
Paylocity competes in one of the most crowded categories in B2B software. When the brand came to Siege Media, it was visible in roughly 30% of relevant LLM conversations and ranking outside the top three across most of the queries its buyers were asking AI platforms.
Paylocity lacked the bottom-of-funnel comparison and listicle content that AI platforms consistently cite when recommending HCM and payroll solutions. Additionally, landing pages from other players were being cited in a dozen or more AI conversations for queries Paylocity wanted to own.
Alongside the LLM gap, Paylocity needed to move more qualified organic traffic onto a conversion path. Existing content was driving awareness, but not always reaching buyers at the moment of platform evaluation. With HR directors, finance leaders, and IT stakeholders each requiring different content to validate a purchase decision, a more ICP-specific approach was needed.
Growth summary
Siege Media’s strategy started with a content structure that competitors had already validated. The comparison hub became the production center for a concentrated run of BOFU listicles targeting the highest-intent queries in the HCM space.
In just seven months, Siege Media produced more than 26 net-new comparison and listicle pages, from “best payroll software” and “best HRIS software” to niche, ICP-aligned targets like “payroll software for nonprofits.” We built each piece to rank on Page One and earn citations in LLM-generated recommendations.
The results in AI search are the clearest proof point. According to data from Peec AI, Paylocity’s LLM visibility grew 49% between December 2025 and May 2026. Additionally:
- Share of voice across tracked HCM prompts rose from 7% to roughly 13%
- Average brand position improved from 4.9 to 4.5 (Paylocity is appearing earlier in AI responses when it does appear)
On the organic side, site-level traffic grew from roughly 1.6 million monthly visits in December 2025 to nearly 1.8 million by June 2026. Traffic value increased from approximately $962K to over $1.06 million per month, and referring domains grew from 24.6K to over 26.9K.
Glossary refreshes on FITW, gross pay, and OASDI contributed meaningfully. They collectively drove more than 24K monthly visits, anchoring Paylocity’s presence for the HR and payroll compliance searches that feed the same buyer audience.
The digital PR effort rounded out the strategy. The 2026 State of Payroll Report began driving links within its first month, including a placement on MSN (DR 92), seeding the kind of publisher coverage that LLMs draw from when responding to payroll market queries.
Together, these results show what a content strategy built around LLM visibility can produce when every piece is pulling in the same direction.
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