How Parcel Tracker Grew from 1,000 to 45,000 Monthly Organic Visitors

Client Background

Parcel Tracker is a parcel management software designed to streamline inbound and outbound tracking across offices, residential buildings, universities, and other multi-tenant environments. The key features of their product include:

• Parcel Logging – Track inbound and outbound deliveries with proof of dispatch.
• Automated Notifications – Send updates via email, SMS, and more.
• Secure & Contactless Collection – Enable e-signature and self-service pickup.
• Digital Delivery Logs – Maintain searchable records.
• Analytics & Reporting – Generate performance insights.
• Multi-Hop Routing – Track parcels across multiple locations.
• Enterprise Solutions – Advanced features for large-scale organizations, including PO number extraction and integrations.

The Challenges

Parcel Tracker faced multiple challenges that were limiting its visibility and ability to attract organic traffic:

1. An Ineffective Keyword Approach

Parcel Tracker was struggling to rank for key terms in a competitive industry, including their own brand name.

2. Weak Top-Of-Funnel Content

A lack of top-of-funnel content prevented the client from establishing authority in the parcel tracking industry.

3. Lacking Bottom-Of-Funnel Visibility

There was also a lack of bottom-of-funnel visibility for terms like “Mailroom Management Software” that would drive direct conversions.

4. Restricted Budget 

The client had a short-term project budget but needed a strategy that delivered long-lasting results.

Our Approach

To address these challenges, we focused on discovery, SEO-optimized landing pages, backlink acquisition, and building an evergreen traffic source through a free tool.

1. Discovery: Defining Parcel Tracker’s SEO Pillars

We started by analyzing Parcel Tracker’s core features and identifying the key service areas that could drive search traffic. This helped us prioritize content that aligned with user intent and high-value keywords.

At the same time, we conducted a competitive analysis to determine how similar businesses were acquiring backlinks and ranking for important industry terms. This helped us identify opportunities for sustainable, long-term SEO impact.

2. SEO Content & Landing Page Optimization

With a clear strategy in place, we optimized core service landing pages to improve rankings for high-intent searches.

• Built dedicated pages for core features, such as Mailroom Management Software, optimizing them with targeted keywords.
• Created internal linking structures to ensure authority flowed through the most important service pages.
• Secured backlinks through targeted outreach, driving authority to key pages from relevant industry blogs and directories.

3. Free Ungated Tracking Tool

To build long-term SEO value, we worked with Parcel Tracker to develop a free, ungated tracking tool that allowed users to enter any tracking number and receive updates on their parcel.

This tool became a significant driver of organic traffic and backlinks because:

• Content creators and industry blogs linked to it as a useful resource.
• Users engaged with the tool, increasing site dwell time and authority.
• It positioned Parcel Tracker as a trusted solution, leading to increased brand recognition.

By creating a valuable, free resource, we ensured that Parcel Tracker continued attracting backlinks and organic traffic long after the initial SEO efforts.

The Results

Within months of implementing the strategy, Parcel Tracker saw significant improvements in traffic and backlinks, and secured its main target keyword:

• Organic traffic grew from 1,000 to 45,000 monthly visitors.
• Ranked #1 in the US for "Mailroom Management Software".
• Secured 100+ high-quality backlinks, boosting overall domain authority.
• Established Parcel Tracker as an industry authority, driving long-term lead generation.

Key Takeaways & Lessons

1. Creating Free Tools is a Powerful Backlink Generator

Free, ungated tools are a powerful SEO asset for SaaS businesses, driving brand authority and recognition. Tools like parcel tracking generate free backlinks from content creators and industry blogs, strengthening domain authority.

2. Free Tools Are Great Traffic Drivers

Alongside generating backlinks and authority, creating a useful tool can bring in highly relevant traffic who can engage with the platform before committing to a long-term purchase. 

3. Optimise Your Product and Service Pages

Your product and service pages tell a story of who you are and what you offer when users land on a blog or other content piece. However, these can be optimised for SEO to bring organic search traffic directly to them.

4. Evergreen Strategies Provide Long-Term Visibility

Parcel Tracker’s SEO strategy combined targeted content, strong backlink acquisition, and evergreen traffic sources, ensuring long-term visibility and continued user acquisition.