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Spokeo: The Data Broker Playbook
How a 14M monthly visit people search engine monetizes public data at scale
In the shadowy economy of public data, Spokeo isn't just a player—it's the blueprint. With 14.3 million monthly visits and a $27.6M revenue engine, this people search giant has cracked the code on turning personal information into profit, one reverse phone lookup at a time.
"Spokeo doesn't search the web—it searches the digital exhaust of 310+ million Americans, packaged for instant access."
The Traffic Engine
Spokeo's dominance isn't accidental. With 63% of traffic coming from organic search, they've weaponized SEO around high-intent queries like 'reverse phone lookup' (185K monthly searches) and 'phone number lookup' (164K). The remaining 31% comes from direct traffic—a testament to brand recall in a fragmented market. This isn't a viral growth story; it's a precision-engineered acquisition machine built on search intent.
The Revenue Model
At 173 employees generating $27.6M in revenue, Spokeo achieves $159K revenue per employee—remarkable efficiency for a data business. Their model is deceptively simple: free previews to hook users, paid subscriptions for full reports. The Trustpilot rating of 2.4/5 reveals the friction point: customers expect more value from their $19.95/month subscriptions, but the data aggregation business has thin margins and legal overhead.
What makes Spokeo unique isn't the technology—Next.js, Tailwind, and standard analytics stack are table stakes—it's their data orchestration. They've built a pipeline that aggregates 12 billion records from 60+ sources, normalizing names, addresses, and phone numbers into a searchable index. This isn't web scraping; it's data brokering with a consumer-facing UI. The real moat is legal compliance across 50 states and the operational complexity of keeping data fresh.
- SEO dominance around phone lookup queries captures high-intent traffic
- Multi-platform presence (TikTok, YouTube, Instagram) builds brand legitimacy
- 12B+ records from 60+ sources creates comprehensive coverage
- 173 employees drive $27.6M revenue through subscription model
The Data Broker's Dilemma
Spokeo sits at the intersection of privacy concerns and legitimate use cases. Their 14M monthly visitors prove demand exists, but the 2.4/5 rating suggests the product-market fit is fragile. For founders, the lesson is clear: in data businesses, scale and compliance are easier than customer happiness.
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What keywords does Spokeo rank for?
5 keywordsHow is Spokeo's SEO?
Open Graph Image
https://www.spokeo.com/assets/v10/shared/v10_logo_1200x630.png
Meta Tags
Spokeo - People Search | White Pages | Reverse Phone Lookup
People search engine and free white pages finds phone, address, email, and photos. Find people by name, email, address, and phone for free.
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Spokeo
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Reviews (20)
Planning a reunion
In Planning a class reunion many search sites are not complete and I cannot find the contact information for the people I'm looking for. This site was great giving all the info I needed and not displaying EVERYTHING about the person. Just the information I needed. Great!
Mallory was incredible!
Mallory was incredible! Helped me remove my family’s information.
Good experience
Good experience
Dear Liza, Thank you so much for the 5-star rating and for the very kind words! We are so very happy to hear that Spokeo works out for you and that Spokeo Customer Care was able to assist you with your needs. Thank you again for using our site and giving us a try! Thanks! - Spokeo Customer Care
Lets just say Jesus has answered all of…
Lets just say Jesus has answered all of my prayers
Hi there, Patrick! I'm sorry but I don't quite understand you. Spokeo is a people search engine, helping people connect with others. If you can provide more details about this issue, I'd be more than happy to assist you further with your concerns. I apologize for any inconvenience, or hardship this matter may have caused. You are more than welcome to contact our Customer Care team through our contact page, http://www.spokeo.com/contact where we are available by phone, email, and chat 7 days a week from 5AM to 6PM PST. Please feel free to contact us directly should you have any future questions or concerns regarding this matter. Thanks -Spokeo Customer Care
Reading the pilot
Honesty keeping focus on the way to satisfy the sale to the consumer.
Hello There: Thank you so much for the 5-star rating and for the very kind words! We are so very happy to hear that Spokeo works out for you and was able to assist you with your needs. Thank you again for using our site and giving us a try! Thanks! - Spokeo Customer Care
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About spokeo.com
People search engine and free white pages finds phone, address, email, and photos. Find people by name, email, address, and phone for free.
Company Overview
spokeo.com Social Media
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Phone Numbers
Technology Stack
spokeo.com uses 14 technologies across their website including Ruby on Rails, Osano, Google Ads, Facebook Pixel, and more.
Backend Frameworks
Ruby on Rails
Privacy & Consent
Osano
Advertising
Google Ads, Facebook Pixel
Analytics & Marketing
Google Tag Manager, Google Analytics
Performance
Lazy Loading, Priority Hints
Web Standards
Twitter Cards, PWA
Traffic & Audience
spokeo.com receives approximately 14.3M monthly visitors and ranks #3,624 globally. The website has a bounce rate of 48% with visitors viewing an average of 3.4 pages per visit. Users spend an average of 2:44 on the site.
The majority of spokeo.com's traffic comes from undefined, undefined, .
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This page provides publicly available information about spokeo.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit spokeo.com directly at https://spokeo.com.