GryphonHR's traffic profile is fascinating: 219,000 monthly visits with 77% direct traffic. That's not a typical SEO play. It suggests a concentrated user base—likely HR professionals and compliance officers who bookmark the tool and return regularly. The top search queries reveal the depth of their niche: users aren't just searching for 'I-9 software,' but asking hyper-specific questions like 'can my husband be my document verifier' and 'what is the form an employee submits to verify address.' This is a user base that trusts GryphonHR as a compliance authority, not just a software vendor.

While competitors like Workday or BambooHR try to own the entire employee lifecycle, GryphonHR does the opposite: it focuses on a single, legally critical form. This narrow focus is their moat. Form I-9 is federally mandated, error-prone, and carries severe penalties for non-compliance. By being the best at this one thing—integrating E-Verify, ensuring accuracy, reducing audit risk—they avoid feature bloat and become indispensable for their specific audience. It's a classic vertical SaaS play: own a critical workflow in a regulated industry.